Word: hertz
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Dates: during 1960-1969
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...Geneen, "where I.T. &T. has operations and marketing experience." There was some logic in that, but it had obviously at first escaped Avis Chairman Robert C. Townsend, who coined the "We Try Harder" slogan that has helped make No. 2 Avis a much stronger competitor for first-place Hertz. Said he: "At first, I wondered how a small company could be acquired by a large one without losing some of its spark. But now I'm enthusiastic. We'll try even harder...
...will be able to put a good deal more power behind its harder try. Under Townsend's tutelage, the firm went from a $3,258,000 deficit in 1962 to a $2,913,000 profit last fiscal year. It still has a long way to go to overtake Hertz, which has three times as many cars and five times the gross income. But the tie-up with I.T. & T. will give Avis a foothold abroad, where Hertz dominates, and make more realistic its goal for 1967: double its present revenues and profit margins...
More than 500 of Ford's 6,500 dealers have signed agreements to lease a minimum of five cars from the company, rent them out. Dealers will set their own rates, which are expected to be somewhat below those of Hertz, Avis and National. A Ford dealer in Michigan has begun to rent Falcons for $5 a day and 8? a mile, Fords for $8.50 and 12?, T-Birds for $9 and 12?. Perhaps optimistically, Ford Division Chief Lee Iacocca says that the major rental-car companies, some of his biggest customers, should not be disturbed by Ford...
...tiger has roamed into unexpected territory. Hertz uses it to symbolize its dominance in the car-rental field, and Britain's Rootes Motors has just brought out a new $3,400 sports car called the Sunbeam Tiger, with the slogan "Grab a Tiger by the Wheel." Gimmick manufacturers are selling countless cloth tiger tails, priced from 18? to $1, to department stores. Humble dealers have sold thousands of tiger-tail tips to customers, most of whom clip them onto gas tanks. This fall Humble is ready to introduce napkins, clothing, and trick-or-treat bags with the tiger theme...
...ears. But mostly, Barry was all business, and wherever his chartered Boeing 727 jet, the Yia Bi Kin (Navajo for House in the Sky), touched down, Goldwater ripped into the Democrats. He accused them of planning to dismantle U.S. defenses, joked that the Air Force might soon need "Hertz rent-a-bombers," repeatedly attacked Lyndon Johnson for listing prosperity, justice and peace, "but not freedom," as his goals...