Word: hertz
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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...
...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...