Most CEOs would have had their assistant set up another line minutes after the show aired. Not Shoen. Not only did he not change his number, but eight years later he still claims to respond to every call–although sometimes via e-mail or text–and now insists that all U-Haul general managers post their cellphone numbers in their stores and on the perimeter gates and print them on their business cards. (Don’t believe us? Call him at 602-390-6525.) He credits the direct line with such innovations as a box designed for flat-screen televisions, 24/7 access to U-Haul’s storage units and printed instructions for customers on how to safely connect and disconnect trailers. ... Frankly, a few calls from enraged customers in the middle of the night are nothing compared with what Shoen has already endured for this company. His family and U-Haul–which his father, Leonard Samuel (a.k.a. “L.S.”), and mother, Anna Mary, founded in 1945–have been at the center of one of the messiest family feuds in American history. Having lost faith in his father’s ability to run the business, Joe wrested away control of Amerco in 1986, unleashing a torrent of litigation and reputational warfare ... All of the distractions should have driven U-Haul into the ground. And they nearly did, hindering the company’s ability to borrow money, attract talent and forge partnerships. But Joe held firmly on to control and kept U-Haul alive by concentrating on the mundane, day-to-day details of its core self-moving business. ... As of fiscal year 2015 (calculated from March to March) it had 135,000 trucks and 107,000 trailers on the road, 17,000 more than the year prior. Rival Avis Budget last reported 22,000 truck rentals in 2014, down 5,000 from the previous two years. Penske rents out approximately 15,000 trucks on a local or one-way basis, plus another 25,000 commercial trucks on a local basis.