The Energy Transition in Rental project, led by ERA, focuses on facilitating the rental industry's shift towards cleaner, renewable energy sources. The study involved a thorough examination of low-carbon solutions per equipment type and identified key drivers, barriers, and shifts in customer value proposition. Electric batteries and HVO emerged as top contenders to reduce fossil fuel consumption. Challenges such as limited availability of alternative fuels and infrastructure, customer resistance, and cost complexities were highlighted. To combat these challenges, ERA collaborated with EY to engage all stakeholders for a holistic study. The project's objectives include standardization recommendations, guidance on energy options, customer-centric strategies, and an updated total cost of ownership model. By addressing these aspects, the project aims to accelerate the industry's transition to sustainable practices and seize new business opportunities in the electrification of equipment and alternative energies.