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Enterprise is the World’s Most Valuable Car Rental Brand

April 1, 2017 Motoring No Comments Email Email

Every year, leading valuation and strategy consultancy Brand Finance values the brands of thousands of the world’s biggest companies. Brands are first evaluated to determine their power / strength (based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation) and given a corresponding letter grade up to AAA+. Brand strength is used to determine what proportion of a business’s revenue is contributed by the brand, which is projected into perpetuity to determine the brand’s value. The world’s most valuable car rental services brands are ranked and included in the Brand Finance Car Rental Services 10.

Enterprise retains its title as the world’s most valuable car rental service brand, its value increasing 22% to US$5.3 billion this year. Enterprise is rapidly expanding its capacity and its geographical reach with store openings in multiple locations across Latin America and the Middle East. Total fleet size increased by 55% year-on-year, yet Enterprise was able to sustain this ambitious expansion, with utilisation holding steady at 71%. The brand emerged as the definitive leader at the recent Travvy Awards, winning multiple golds including for Best Car Rentals Overall.

Second-placed Hertz has increased its brand value by 5% to US$2.3 billion. Sixt is the industry’s fastest growing brand, up 54% to US$357 million. Revenues increased 14.6% year-on-year to EUR1.15 billion in the first half of 2016. The growth is primarily due to a strong demand from commercial, corporate and private clients alongside improvements to sales and marketing activities. Like Enterprise, it is expanding rapidly, opening approximately 60 locations in the first half of 2016.

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