Reply from Scott Deaver, chief marketing officer of Avis:
Well, a couple of things work in our favor. One is, Avis is more focused on excellence in customer service than any company I’ve ever worked for. And I mean focused. Everybody thinks about customer service all the time. Everybody’s measured for it. People are dead serious about fixing the things that are wrong and making the good things even better. That focus really does pay off in a better customer experience.
The second thing is, if you dig into research about Avis and Hertz, what you find is that Hertz tends to get credit for high-tech products and innovation. Avis tends to get credit for “people” values. One of the things that enables us to at least go toe-to-toe with Hertz is that we’re focused on those values. We’re true to them. We build in that brand space. We’ve got that real, unique and differentiated position in the car-rental market that gives us a lot of strength.