Hertz Returns

Readers of the AutoSlash blog know that the "We Try Harder Avis" campaign was designed to tell potential car renters in the second half of the 20th century that Avis -- ostensibly the scrappy upstart to market-dominant Hertz -- had to focus more on customer service as the second choice in rental cars. So what happens when a company is neither number 1 (Hertz) nor number 2 (Avis) in the market?

Following the Jack Welch model of business, the goal of National Car Rental in early 1968 was to at least become number two! Their focus was on "people people" and a weak claim. Afraid of upsetting either Hertz or Avis, the company made the announcement in early 1968 that it would "probably" be the second-largest company by the end of the year. Just like Elon Musk and his deadlines in the current decade, the "probably" didn't hold up.

Probably not.

Today, National is part of the largest rental car conglomerate, Enterprise Holdings, along with sister companies Alamo and Enterprise.

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