Word: avise
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It began with some casual questioning. Robert C. Townsend, the president of Avis, Inc., was talking with his advertising agency about ways to boost Avis rent-a-car business, which trailed far behind Hertz in the car-rental field. Were Avis' cars newer than Hertz's? asked the...
Call the President. The Avis ads have caught readers through their underdog appeal, their sly humor and their insouciant explanations of the traumas of being in second place. Tear up the Avis credit card "if Avis goofs," says one ad. Says another: "Our counters all have two sides. And we...
Competition in the rent-a-car business has turned into a wide-open melee aimed at knocking Hertz out of the driver's seat. Avis ads try to make a virtue out of running a poor second ("We try harder"). Third-place National Car Rental advertises somewhat ruefully that...
Hertz has counterattacked its two big competitors by offering $50 in credit to anyone who has a complaint about a Hertz car he rents; in a gibe at Avis' line about how its ashtrays are always clean, Hertz quips that there are "no ifs, ands or butts" about the...
Disgruntled Urbanites. The strange thing about all the competition is that nobody seems to be getting hurt-least of all Hertz. Year after year Hertz revenues reach new records ($198 million last year from renting and leasing 62,800 cars and trucks). Avis helped boost its revenues 11% last year...