Word: avisibility
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Hertz Chairman Frank Olson calls the practice "stupid and destructive," but his company is doing it. National Car Rental President Bemiss Rolfs admits that the strategy is "idiotic," but his firm is going along too. Both Hertz, the No. 1 rental-car company, and National, No. 3, have been "dragged...
With their new promotions, Hertz, Avis and National are reluctantly resorting to a tactic pioneered by Budget Rent a Car, the scrappy No. 4 company that has been chipping away at the dominance of the big three. Since 1978, Budget has handed out such premiums as calculators and pen-and...
Budget's challenge hit hardest at No. 2. Despite years of "trying harder," Avis saw its market share drop from 32% in 1973 to a low of about 23% last March far behind the 39% claimed by Hertz. Avis showed a record $73 million profit in 1979, but a...
To win back business, Avis began in September to give away travel bags and "certificates" that could be accumulated for bigger prizes. Customers who rented five times, for example, could choose a garment bag, a microcassette recorder or a travel clock radio. Within a month, Avis' competitors started entering...
To celebrate the 50th anniversary of Newsweek, Washington Post Co. Chairman Katharine Graham hired not one hall but three of New York City's biggest. While most of the magazine's staffers celebrated at the Sheraton Centre hotel a few blocks away, a stream of stretch limos deposited...