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Budget Leads the Industry in Satisfying Consumers' Cravings

18 January 1999

Budget Leads the Industry in Satisfying Consumers' Cravings For Out of the Ordinary Rentals

         - Budget's Ranger Pickup Rentals Are Part of a Growing Trend
                            in Pickup Popularity -

    LISLE, Ill., Jan. 18 -- As America's most popular vehicle,
pickup truck sales continue to grow year over year, accounting for nearly half
of all motor vehicles sold in the U.S.  To account for its growing appeal, the
pickup to some consumers has become "the automotive equivalent of the tattoo
(The New York Times, 11-15-98)" -- a hip identifier of style.  Budget, with
its popular, one-of-a-kind Ranger Pickup, has capitalized on this growing
trend and is setting its own trend -- in the form of rentals.
    Budget has established itself as a leader in the industry when it comes to
renting out-of-the-ordinary vehicles, like the Ranger Pickup.  "We've
identified a growing desire among consumers for fun, extra-ordinary vehicles,"
states Michael Gavelek, vice president, Marketing of Budget Rent a Car
Corporation.  "In the case of the pickup, we're responding to its overwhelming
popularity by making Ranger Pickups widely available for rent to our
customers."
    Since the initial launch of Ranger Pickup rentals in September 1997,
Budget has tracked more than 275,000 transactions and generated over
$38 million in revenue.  This year, Budget has more than 6,000 all new 1999
four-door extended cab Ranger Pickups with color-matched security-locking
trunks (the largest trunk in the industry) for rent to consumers in most major
markets across the U.S.  For just $19.99 a day, from now until February 28,
1999, at participating locations customers can rent a Ranger Pickup for work
or play.  This ride, available only at Budget, comes complete with power locks
and windows, abundant trunk space and remote keyless entry.
    On January 17, Budget launched a fully integrated marketing effort with a
new TV commercial and radio spot featuring the Ranger Pickup, which was
produced by Budget's new Chicago-based ad agency Publicis & Hal Riney.  Other
support elements include newspaper, merchandising and travel agent marketing.
Scheduled to run in eight major U.S. markets, the TV spot centers on a man
tickling a childhood memory -- the thrill of the ride.  Remember the kiddie
rides outside the hometown grocery store?  A simple quarter created the
fantasy of riding a pony or driving a race car.  Now customers can experience
the fun again when they "Ride the Ranger" at Budget Rent a Car locations
across the nation.  The Ranger spot also features renowned NBC Today
weatherman Al Roker as the "Voice of Budget".
    Budget Rent a Car Corporation, a wholly owned subsidiary of Budget Group,
Inc. , is one of the world's top three car and truck rental systems.
The Budget system, which operates under the same name worldwide, has more than
3,200 airport and local market locations in over 120 countries and
territories.  Budget has nearly 1,000 corporate-owned and franchised locations
in the United States.  Budget's WorldClass Fleet is comprised of more than 30%
specialty vehicles, ranging from sport utility vehicles, convertibles and
luxury cars to minivans, pickups and motorcycles.