How Sixt challenged car hire culture, and changed its fortunes

This case study shows how Sixt, a car rental service, used a highly localized campaign to increase market growth in the UK.

How Sixt challenged car hire culture, and changed its fortunes

Principal authors: Oliver Pople and Rachel Walker, Grey LondonContributing author: Matthew Gladstone, Grey London

Introduction

The most common reason for choice of car rental brand is neither the cheapest prices, nor convenient pick up and drop off locations.

It's 'Used them before'.

This inertia is good news for market leaders, whose large pool of users gives them a natural advantage. But it's bad news for small players, like Sixt Rent a Car, who have low penetration. With few users they only have a small pool of considerers....

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