ST. LOUIS, MO--(Marketwire - April 6, 2010) - In a new advertising campaign that launched Friday, April 2, in The Wall Street Journal and The New York Times, there is no doubt about the ascent of National Car Rental among business travelers and the brand's premier status in the car rental industry.
Specifically designed to increase awareness of National's strong position in the competitive marketplace, the campaign highlights four elements that clearly differentiate the brand throughout the United States: customer satisfaction, leading in loyalty (through its Emerald Club), accelerating market share growth and earning more business. (Note: The initial campaign will extend through mid-summer; a copy of one of the four ads is attached to this press release.)
"National has a long history that includes many ground-breaking firsts and big successes as well as many challenges and setbacks along the way," stated Matt Darrah, executive vice president of North American operations for Enterprise Holdings, which acquired the National Car Rental brand in 2007. "Today, largely due to National's dedicated employees and a continuing commitment to excellence by National's new owners, the brand has emerged stronger than ever. In fact, we developed this campaign to help educate key stakeholders about National's impressive progress and the brand's renewed focus on exceeding the expectations of demanding business travelers from coast to coast."
Companies such as Ingersoll Rand have enhanced their agreements with National during the past few years relying on Emerald Club's conveniences and time-savers. "National's level of service complements our managed travel program," said Tom Barrett, Director, Strategic Sourcing-Travel, Fleet, Legal and Compliance, at Ingersoll Rand. "Our employees genuinely appreciate and value the ability to bypass the rental counter and select their own vehicles, which, in turn, helps improve their productivity in both local and airport markets."
Customer Service Efforts
Almost three years ago, National Car Rental, along with Alamo Rent A Car, was acquired by privately held Enterprise Holdings, which has owned and operated the Enterprise Rent-A-Car brand since 1957. Immediately after the acquisition, Enterprise Holdings began researching and exchanging best practices across the brands.
For instance, the National brand now reports a Service Quality index (NSQi), based on Enterprise's well-known ESQi program, to ensure that employees make a positive impression on each customer. It is well documented that this simple but effective approach helps drive complete satisfaction and builds long-term loyalty. Meanwhile, National has maintained its Brand Integrity Audit program and continues to evaluate every location for customer service; bus service and condition; counter, return and exit booth service; brand image; facilities and wait times; and vehicle cleanliness and condition.
"Such ongoing attention to detail represents the heart and soul of our overall customer service effort at the airport," explained Darrah. "We are always upgrading facilities, refreshing our fleet, auditing policies and procedures, and looking for opportunities to improve the customer experience. We believe customers notice the difference, even during extremely challenging economic times."
Evidence can be found in the results of a leading independent consumer study, which surveyed almost 13,000 individuals who rented vehicles at North American airports during 2009. The study focused on six categories of service: reservation process, pick-up process, rental car, shuttle bus/van service, return process, and costs and fees. The top two rankings went to Enterprise Holdings brands -- Enterprise Rent-A-Car and National Car Rental.
Total Transportation Solution
As a result of the Taylor family's 2007 acquisition, National is now part of the most comprehensive service provider in the car rental industry. "We are proud to include the National Car Rental brand as part of the Taylor family legacy and our 'total transportation solution' strategy," Darrah noted.
The company's long-term strategy addresses varied customer transportation needs by leveraging the expertise of the National Car Rental and Enterprise Rent-A-Car brands -- and delivering an unparalleled network of airport and neighborhood branch offices located within 15 miles of 90 percent of the U.S. population. Such convenient sites are ideally located to meet the needs of customers and accounts, regardless of whether they want to rent vehicles by the hour, the day, the week or the month.
This extensive, unique and diverse network -- operated through Enterprise Holdings' regional subsidiaries -- provides tremendous operational agility and financial stability, which also further strengthens Enterprise Holdings' longtime leadership role as the only investment-grade company in the highly competitive car rental industry.
About National Car Rental
Founded in 1947 and headquartered in St. Louis, National Car Rental is a premium, internationally recognized brand serving the daily rental needs of the frequent airport traveler throughout the United States, Canada, Mexico, the Caribbean, Latin America and Asia. National is part of a global strategic alliance with Europcar, creating the world's largest car rental network.
National enables time-sensitive customers in the U.S. to quickly choose their own vehicles, based upon their advance reservation and requested car class, and then simply drive away from the airport. National -- which launched the car rental industry's first comprehensive frequent-renter program -- further expedites the rental process for its Emerald Club members by offering counter bypass as well as convenient e-receipts. The Emerald Club program also provides access to National's "Emerald Aisle," an exclusive section of the lot where members can select any vehicle as long as they reserve a midsized car. National has been the "Official Car Rental Company of the PGA TOUR and Champions Tour" since 1994, and its partnership with the PGA TOUR extends through 2011. For more information about National, visit www.nationalcar.com.
Ingersoll Rand
Ingersoll Rand is a global diversified industrial firm providing products, services and solutions to enhance the quality and comfort of air in homes and buildings, transport and protect food and perishables, secure homes and commercial properties, and enhance industrial productivity and efficiency. Driven by a 100-year-old tradition of technological innovation, we enable companies and their customers to create progress. For more information, visit www.ingersollrand.com.
Contact Information:
For more information, contact:
Meghan Maguire, National Car Rental
314-512-2040
