How thinking local helped Enterprise-Rent-A-Car to go global

This case study explains how Enterprise-Rent-A-Car, a car hire company, used a humorous TV ad to make its US-customer service promise more relevant to a UK audience.

How thinking local helped Enterprise-Rent-A-Car to go global

Principal authors: Sarah Morning and Toby Horry, Dare

This is a paper about how investing in additional local production, even when markets share a common language, can be really worth it.

American car hire company Enterprise-Rent-A-Car (ERAC) has a very different business model to that of its competitors. Whilst Hertz and Avis have built their reputations servicing national and international airports and travel hubs, since its inception in a basement office in St. Louis, ERAC has always taken an alternative approach; establishing itself in local neighbourhoods and forging high value relationships...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands