Enterprise Rent-A-Car

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The Enterprise Rent-A-Car Company is a privately held St. Louis, Missouri based rental car company serving customers in the U.S., Canada, Germany, Ireland, Puerto Rico and the U.K.. According to Auto Rental News, their 2006 (fiscal year ending July 31) U.S. revenue was $9.04 billion with a fleet of approximately 878,000 vehicles. The Detroit News reports [1] that Enterprise currently purchases 7% of all new automobiles sold in the United States. As of 2005, they had 5,399 "local market" locations (91% of all transactions), and 419 "airport" locations (9% of all transactions).

Enterprise Rent-A-Car is the largest rental car company in North America, and has more than 6,900 offices in the U.S., Canada, the United Kingdom, Germany and Ireland. Enterprise is currently number 16 on the Forbes “500 Largest Private Companies in America” list.

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[edit] History

Jack Taylor started a small auto-leasing business in 1957. He eventually named it Enterprise Rent-A-Car after the USS Enterprise, the aircraft carrier he served on while a Naval aviator. Jack's son, Andy, became president in 1980, CEO in 1991 and Chairman in 2001.

Enterprise spun off its non-automotive operations (prison supplies, luggage, travel gear, footwear, hotel amenities and a golf course) as Centric Group in 1999.

On 30 May 2003, Enterprise lost a legal challenge with Advantage Rent a Car over the disputed slogan "We'll Pick you up!" Enterprise attempted to assert that although Advantage RAC had first used the mark, Enterprise made the slogan "famous" and so could claim it according to the 1995 Federal Trademark Dilution Act. The Fifth Circuit Court ruled in favor of Advantage, and they were awarded the mark in 2003. Following the proceedings, Advantage sold the mark to Enterprise for an undisclosed sum.[2]

[edit] Corporate Strategy

Enterprise’s primary focus is the local rental car market, specializing in car rentals to consumers who need a replacement car as the result of an accident, mechanical repair or theft, or who require a vehicle for a special occasion such as a short business or leisure trip. Just over 10 years ago, Enterprise Rent-A-Car also began expanding its operations to include the airport market, and now serves more than 220 airports in the United States, as well as airports in Canada, the UK and Ireland.

The main television advertising campaign for Enterprise Rent-A-Car shows a car wrapped in paper, and features the slogan "Pick Enterprise, We'll pick you up!" Enterprise has become famous for their offer to pick up customers and bring them to the rental office.

Enterprise Rent-A-Car customer service has been recognized by JD Power and Associates as highest in customer satisfaction for rental car companies at or near airports [3].

Additionally, Enterprise Rent-A-Car repeatedly ranks number one on the Market Matrix Hospitality Index in rental car industry customer satisfaction[4].

Enterprise will often rent to individuals under 25 years old, typically for an additional fee.

[edit] Rental Cars Offered

As of 2006, here are some of the cars offered by Enterprise Rent-A-Car:

Economy Vehicle Chevrolet Aveo
Compact Vehicle Hyundai Accent, Kia Rio, Dodge Neon
Intermediate Vehicle Chevrolet Cobalt, Ford Focus, Nissan Sentra, Toyota Corolla
Standard Vehicle Pontiac Vibe, Chrysler PT Cruiser, Chrysler Sebring, Chevrolet Malibu, Pontiac G6, Kia Optima, Dodge Caliber, Volkswagen Jetta, Ford Fusion
Full-Size Vehicle Chevrolet Impala, Ford Taurus, Toyota Camry, Nissan Altima, Buick Lacrosse, Chevrolet HHR, Pontiac Grand Prix, Hyundai Sonata
Premium/Luxury Vehicle Chrysler 300, Dodge Charger, Dodge Magnum, Cadillac CTS, Ford 500, Cadillac DTS, Mercedes C230, Mercedes C240, Buick Lucerne, Lincoln LS
Minivan Dodge Grand Caravan, Ford Freestar, Toyota Sienna, Nissan Quest, Chevrolet Uplander
Truck Chevrolet Silverado, Dodge Ram 1500, Dodge Dakota, Ford E-Series 15-Passenger Van, Chevrolet Express 15-Passenger Van
SUV Nissan Murano, Chevrolet Trailblazer, Chevrolet Tahoe, GMC Yukon, Dodge Durango, Ford Explorer, Ford Expedition, Cadillac Escalade, Lincoln Navigator, Jeep Liberty, Nissan Pathfinder, Nissan Xterra, Hyundai Santa Fe, Kia Sorento

[edit] Employment

Enterprise expects to hire 7000 entry level employees in 2006, more than any other U.S. employer.[5].

They have also been recognized for their military employee support [6].

Enterprise is also known for their entry level management training program, which recruits heavily at college campuses.

Enterprise's business model is structured so that every employee at every level understands how all portions of the business operate. This has become very popular for recent college graduates. The recruitment campaign is my "My Personal Enterprise."

Enterprise employees work on average 48 hours per week. It has resulted in net profit which ranks number one in the car rental industry.

[edit] External links

    Major car rental companies

    Avis Budget Group: Avis - Budget

    Vanguard: Alamo - National

    Dollar-Thrifty: Dollar - Thrifty

    Independents: Auto Europe - Hertz - Europcar - Enterprise - Kemwel - Rent-A-Wreck - Sixt
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