Perspective: Something Borrowed

It's not easy getting anyone else excited about renting a car

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

You almost have to feel bad for car-rental companies. OK, wait—not in the fiscal sense. Enterprise Holdings (parent of the Alamo, Enterprise and National brands) did $2.2 billion in business for Q3 2012 (up 34 percent over last year) and posted profits of $171 million. So let’s rephrase: You almost have to feel bad for car-rental marketers. And why? Check out the 1958 and 2012 National Car Rental ads here. Making allowances for the Sinatra-esque fedora and the fins on that two-tone Fairlane, can you spot anything especially exciting going on here? Anything that makes you want to rush out to the airport and rent a midsized American sedan?

Exactly: Nope.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in