PRESENTED BY: THE MARKETING MILLENNIALS

Iconic Competition Between Avis and Hertz

Hertz was the first national car rental company, and when it finally had serious competition from second-place Avis, neither side hesitated to fight head-on.

The slogan "More people by far... use Hertz Rent-A-Car" debuted in 1956. Avis followed with its "We Try Harder campaign of the 1960s, which prompted a strong response from Hertz: "For years, Avis has been telling you, Hertz, is No. 1. Now we're going to tell you why."

Despite new competition sprouting up over the years, the two remain the industry leaders, and the No. 1 vs. No. 2 dialogue continues to this day.

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