Competing Successfully In The Car Rental Market

This article describes how Budget Rent A Car relaunched itself in the USA to compete with Hertz and Enterprise, by targeting the 'young at heart'.

Competing Successfully in the Car Rental Market

Developing a clear and differentiating brand positioning

Mike GavelekBudget Rent A Car Corp.

Budget Group Inc. owns and operates Budget Car and Truck Rental, Ryder Consumer and Light Commercial Truck Rental and an assortment of other much smaller enterprises. With a car rental market share of approximately 15 percent, Budget obviously has formidable competitors operating in various consumer segments. Hertz enjoys the leadership position in the corporate or commercial segment, especially with large traditional companies. Meanwhile, Alamo, Thrifty, Dollar and an assortment of other brands compete with Budget for the leisure segment...

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