“Rental charge” defined

1. “Rental charge” means the total amount of consideration, including, without limitation, cash, credit, property and services, charged by a heavy equipment rental company for the rental of heavy equipment rental property, valued in money, whether received in money or otherwise, and without any deduction for: (a) The cost of the heavy equipment rental property to the heavy equipment rental company; (b) The cost of materials used, labor or service cost, interest paid, losses, the cost of transportation to the heavy equipment rental company, taxes imposed on the heavy equipment rental company or any other expense of the heavy equipment rental company; and (c) Any charges by the heavy equipment rental company for any services necessary to complete the rental, including, without limitation, any delivery charges which are not stated separately and any installation charges which are not stated separately. 2. The term does not include: (a) Any fees or charges for the delivery or transportation of heavy equipment rental property which are stated separately; (b) Any installation or other service charges which are stated separately; (c) Any discounts, including, without limitation, those in the form of cash, term or coupons that are not reimbursed by a third party, which are allowed by the heavy equipment rental company and taken by the renter on a rental; (d) Any interest, financing or carrying charges from credit extended on the rental of heavy equipment rental property, if stated separately; (e) Any taxes legally imposed directly on the renter which are stated separately; and (f) Any other separately stated charges or fees, including, without limitation, any separately stated fee for recovery of property taxes imposed on heavy equipment rental property pursuant to this chapter.