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May 03, 2023


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I always liked Hertz's response (after 4 years) to Avis' campaign, "We're #2. We try harder."
“For years, Avis has been telling you Hertz is No. 1. Now we’re going to tell you why.”
It was defensive, but came across more like a regal lion swatting away flies. It did stop, or at least, slow down, Hertz's declining market share.

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