How Sixt challenged car hire culture, and changed its fortunes
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....