2012-12-06 — /travelprnews.com/ — Rebrand of Citer and ATESA, as Enterprise takes next steps in company’s European expansion.
350 locations added to global Enterprise Rent-A-Car network from February 2013
Investment in new branches planned in France throughout 2013
Programme to increase and develop French employee base
Paris, 5 December 2012 – Enterprise Holdings, the world’s largest car rental provider, has today announced the intention to rebrand Paris based Citer SA and its former Spanish subsidiary, ATESA, as Enterprise with effect from 1st February 2013.
This move follows the acquisition of Citer and ATESA in February 2012 as part of Enterprise Holdings’ European growth strategy. With a commitment to develop a comprehensive network of rental car businesses across Europe and beyond through affiliate and wholly owned relationships, the rebrand adds 350 new locations to the world’s largest car hire network.
A long-term commitment to growth in France
The rebrand also outlines Enterprise’s intention to develop its newly-acquired French footprint. With significant investment in the local market, the company expects to add new locations and aims to increase its employee numbers by the end of 2013.
At the same time, the physical rebranding of the branches is being supported with a personal development plan for all existing employees. This will be combined with internal training to introduce Enterprise’s unique customer service approach, as well as management techniques designed to give branch employees greater autonomy to meet the needs of their local customers.
Jim Burrell, Senior Vice President Europe for Enterprise explains: “The rebranding of Citer as Enterprise Rent-A-Car is the result of 12 months of learning and understanding of Citer, its employees and customers, and the French market. We wanted to determine a value proposition that will fit the needs of our new French customers as well as international travellers in France.
“Our business model is based on being close to our customers, so all the existing branches will remain open and we are hoping to open more locations in the next 12 months. Our philosophy is to work from the ground up, branch by branch, giving employees the tools to serve their customers effectively. Our employees are our most powerful strategy for growth. Brand and recognition also matter’s to our customers, and you will start to see the Enterprise logo on the new signage from February 2013. But ultimately, our employees are the best ambassadors for our brand and they are the ones who will build our business in France.”
A global leader enters the French market
Enterprise Holdings owns and operates more than 1.2 million cars and trucks worldwide. The company’s global short-term rental network includes more than 7,700 neighbourhood and airport locations. Founded in 1957, Enterprise Holdings is the only investment-grade company in the U.S. car rental industry, operating – through its regional subsidiaries – Alamo Rent A Car and National Car Rental in the Americas as well as its flagship Enterprise Rent-A-Car brand.
In Europe, the company operates exclusively under the Enterprise Rent-A-Car brand across the UK, Germany and Ireland. The acquisition of Citer and ATESA is an important next step, adding France and Spain to a growing European footprint.
A natural fit for successful integration
Enterprise Rent-A-Car’s ethos is to put the customer at the centre of every decision and is a commitment shared by Citer.
James Ware, General Manager of Enterprise Rent-A-Car in France, explained: “Like Enterprise, Citer is a business that cares passionately about customers, and it is this shared value between the two businesses that has made our acquisition and rebrand a smooth one. Enterprise brings a specific approach to measuring customer service – and rewarding employees based on evidence that they are good at looking after customers – and our new French team has been very receptive. What we’ve learnt in every market where we have built an Enterprise business is that our customers value service: this is what makes us different, this is where we invest and focus our energies.”
“The rebranding of Citer as Enterprise is a chance for Citer to develop and grow further, building on our heritage and tapping into the know-how and scale of Enterprise, an industry leader,” comments Sylvie Roland, Sales & Marketing Director at Citer.
Jim Burrell concludes, “Since arriving in Europe in 1994, Enterprise has developed a strong brand presence through our corporately owned locations across the UK, Germany and Ireland. But our strategy is to be where our customers need us. Today this brings us to France and Spain with a well-established network of 350 branches and an outstanding and committed team of people. From here we will quickly look to establish businesses in other markets as our customers’ needs extend beyond our current operations. We will seek to do this in the way that best suits the needs of each market, through affiliates, franchisees and other wholly owned operations.”
About Enterprise Holdings
Founded in 1957, Enterprise Holdings is the most comprehensive service provider in the car rental industry, operating, through its regional subsidiaries, the Alamo Rent A Car and National Car Rental brands as well as its flagship Enterprise Rent-A-Car brand in North America.
Enterprise Holdings has a presence in 38 countries, including 7,400 corporate-owned locations in the U.S., Canada, the UK, Germany, Ireland, France and Spain, and a franchise network throughout the Americas and in Asia Pacific, including Guam, Korea, Philippines, Saipan, Singapore and Thailand. Enterprise Holdings and its affiliates offer business and retail customers a total transportation solution, which includes hourly rental, car leasing, Enterprise CarShare and Enterprise Rideshare vanpooling programs, as well as the Enterprise Car Sales, Enterprise Commercial Trucks and Enterprise Fleet Management business lines. For more information about St. Louis-based Enterprise Holdings, visit www.enterpriseholdings.com. For more information about Enterprise Holdings’ Corporate Sustainability Report or the company’s environmental stewardship and long-term commitment to the sustainability of its business, visit www.DrivingFutures.com. This news release and other announcements are available at the Enterprise Holdings press room.
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