Word: hertz
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Dates: during 1960-1969
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...Kicking Tires. Unlike the auto industry, in which buyers crowd into showrooms to kick tires and slam doors, the truckmakers rely on aggressive bell-ringing salesmanship. The fleet owners, the largest of which are A.T. & T., Hertz and REA Express, account for 30% of all sales. They care less about chrome than about axle ratios and operating costs, unlike auto buyers insist on vehicles that will easily run 400,000 miles without major overhaul. All the salesmen's calls and painstaking demonstrations for show-me truckers are worth the effort, however. Depending on optional equipment, truck sales...
...used on TV shows to supplying cars for celebrities-but the fiercest infighting is to win a favored position with the big rent-a-car agencies. Here, some major changes are occurring. Chrysler has already won the lion's share of the Avis rental business from Ford, and Hertz by year's end will complete a switch that will make Ford rather than Chevrolet the predominant car in its fleet...
...Zimmerman Jr., general marketing manager for Ford's Lincoln-Mercury division. "There is no salesman riding along, and nobody bothers the guy. The car practically sells itself." The auto companies help pay the costs of any rent-a-car ad that plugs their cars by name; one reason Hertz is switching to Ford is that Chevrolet declined to pay more of mutual advertising costs, while Ford offered to pay a generous half. Rental cars are usually bought through local dealers, but Chrysler supplies them on a leasing basis only, trades them for new cars after just six months...
...name competing cars in its new ad campaign as a way of pointing up Rambler features. Many more advertisers that do not name their rivals in so many words still make it unmistakable where the com petition is. When Avis calls itself No. 2, readers know at once that Hertz is No. 1. "There are only two well-known color films in America," begins General Aniline & Film Corp.'s new ad for Anscochrome, thus immediately identifying Kodak as its chief competitor without actually saying so. Minnesota Mining & Manufacturing Co.'s ad for Dynachrome gets the same result...
Gregory thinks that Negroes in general have become so popular "that there aren't enough of us to go around." Some day soon, he says in his routine, "I expect to see a Hertz Rent-a-Negro." White employers, if they would hire Negroes at all, used to go for light-complexioned ones, he observes. "Now they want the blackest faces they can find, and they put them all up in the front of the office." Only the weather bureau, in his view, is behind the times. Gregory threatens to picket the place unless the next hurricane is named...