Europcar plans multi-million pound brand re-launch

by Alison Donnelly Marketing 13-Jun-08, 15:05

LONDON - Europcar is set to roll-out a multi-million pound re-launch of its brand later this year in at attempt to establish itself the as the market leader of car and van rentals in the UK.

Following its merger with National Car Rental and Alamo Rent A Car in 2007, Europcar now has a combined fleet of 60,000 vehicles giving it the largest rental fleet in Britain.

The brand has appointed Cationa Lougher as its consumer marketing director from Premier Inn where she was head of marketing.

Europcar is hoping to focus the relaunch on the changing attitudes to car use and car ownership. Lougher said: ‘The cost of fuel, parking and maintenance are all reasons why a growing number of drivers are opting to rent as a more convenient and cost-effective way to get from A to B. We will also be looking at vans and flexible services for weekend and short-term rentals.'