Rainbow Rider Makes Colorful Comeback

By Reagan Payne

Hirschbach Motor Lines recently unveiled the newly wrapped, pride-themed Rainbow Rider Truck with LGBT Truckers, the first and largest organization meant to support LGBTQ individuals in the trucking industry.

Founder Shelle Lichti is an experienced driver, clocking 28 years on the job and 13 years just at Hirschbach. She founded LGBT Truckers in 2008 following a lethal hate crime on a close, personal friend of hers.

Litchi said the culture around LGBTQ truck drivers has shifted since the group began, but discrimination is still prominent enough to foster fear of coming out openly for some truck drivers. Nonetheless, Lichti created a safe space for these drivers to celebrate their individuality.

Company Support

Hirschbach President and CEO Brad Pinchuk said Lichti approached him several years ago with her own design to create what would become the Rainbow Rider. After sustaining damages from a wreck in April, Hirschbach paid in full for the Rainbow Rider to make a comeback stronger than ever.

“We’re a very inclusive organization,” Pinchuk said. “I always like to say that we’re prejudiced against bad people. As long as we have good people who follow the golden rule, it’s no matter your race, religion, sexuality, what have you.”

Hirschbach has a diverse workforce inside the office as well as on the road. With the company’s unwavering support, Lichti grew LGBT Truckers to over 5,300 members. In 23 states, there are no explicit prohibitions for discrimination based on sexual orientation or gender identity. Careering while queer or trans is a challenge; the trucking industry’s recruitment efforts and middle-class earnings are especially enticing to these drivers.

Judgment and discrimination are no stranger to these drivers, but this line of work offers a solace. Windshield time is a phrase truckers use to talk about the solitude of the job. Like an ongoing meditation practice, the time alone can be healing.

“In this time of divisiveness, we wanted to take more of a public stance in favor of inclusiveness and love,” said Jillayne Pinchuk, wife of Hirschbach President and CEO. She also serves as a driver liaison for the company. “There is a time and place for companies to make positive statements toward a better view of the world.”

Reagan Payne is a staff writer for Wright Media. She can be reached at rpayne@wrightmediacorp.com