The return of National and Alamo to Enterprise Holdings enables the company to develop an even more comprehensive strategy to serve the needs of car rental customers throughout the EMEA.
ST. LOUIS – Enterprise Holdings announced it has terminated the Master License Agreement that Europcar held to operate the National Car Rental and Alamo Rent A Car brands in many countries throughout Europe, Middle East and Africa (EMEA).
Following a recent arbitration decision, Enterprise elected to terminate the agreement and, as a result, Europcar no longer is authorized to operate these two brands in the EMEA. However, it is expected that all current National and Alamo reservations will be honored.
This comes at a time when Enterprise Holdings is developing its own strong global network to support the rental needs of domestic and international travelers. The return of National and Alamo to Enterprise Holdings enables the company to develop an even more comprehensive strategy to serve the needs of car rental customers throughout the EMEA.
“Over the years, Enterprise Holdings has developed three distinct brands to meet the varied needs of our large customer base,” said Pam Nicholson, President and Chief Executive Officer of Enterprise Holdings. “We can now bring increased choice to our global customers with the addition of the Alamo Rent A Car and National Car Rental brands in the EMEA.”
Enterprise Holdings has operated the National and Alamo brands in North America since its acquisition of Vanguard in 2007. The company also owns the Enterprise Rent-A-Car brand worldwide.
Europcar streamlines its brand strategy, focusing on its two core brands Europcar and InterRent
Europcar Group is to focus its business exclusively on its two core brands: Europcar and its low-cost, value-for-money business, InterRent. Europcar has until now also serviced National and Alamo brands in some EMEA countries. Those two brands will now return to Enterprise Holdings which owns them.
“Making life simple is at the heart of what we are trying to achieve for our clients. By focusing our strategy on Europcar and InterRent, we will clarify our brand portfolio, improve customer perception and continue to strengthen Europcar’s position in its key markets,” said Cyrille Giraudat, Chief Marketing and Clients Officer.
The return of National and Alamo to Enterprise Holdings in certain EMEA countries marks the formal conclusion of a process begun in August 2013 to end commercial cooperation between Enterprise Holdings and Europcar, now confirmed by arbitration.
The Europcar group, which is major actor in mobility solutions, operates under the Europcar and InterRent brands. Europcar is Europe’s largest vehicle rental company, with a presence in over 140 countries. InterRent, which was launched in 2013 as a low-cost complementary offer to the Europcar brand, already operates successfully across 27 countries in 119 locations, notably airports and railway stations, and is rapidly growing.
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She holds a Bachelor's degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
