ANC Rental Corporation Re-Brands Its CarTemps USA Brand to Alamo; Alamo's Strong Brand Consumer Awareness to Grow CarTemps' Insurance Replacement and Local Rental Business
21 November 2000
ANC Rental Corporation Re-Brands Its CarTemps USA Brand to Alamo; Alamo's Strong Brand Consumer Awareness to Grow CarTemps' Insurance Replacement and Local Rental Business
Business EditorsFORT LAUDERDALE, Fla.--Nov. 21, 2000--ANC Rental Corporation , the parent company for Alamo, National, and CarTemps, announced today that the company is re-branding CarTemps USA to Alamo.
This name change will enable CarTemps, which focuses on the insurance replacement/local renter market, to capitalize on Alamo's widely recognized, well-respected brand name. National will continue to be positioned as ANC's premium brand. CarTemps' 427 U.S. locations will be transitioning to Alamo through the first quarter 2001.
ANC President and Chief Executive Officer Michael S. Karsner said: "Building a strong brand name requires a huge financial investment during a period of years. By simply changing the CarTemps name to Alamo, we immediately give CarTemps the benefit of Alamo's 26-year history of name recognition. This strategic consolidation of brands also enables us to concentrate our resources and competitive energies on building ANC's two strongest brands - Alamo and National."
Karsner continued: "Our extensive research into this area clearly shows that the attributes of the typical CarTemps customer and those of the typical Alamo customer are closely aligned. Both are value and price conscious making the re-branding to Alamo a natural fit. By joining forces with Alamo, the insurance replacement/local renter operation gains tremendous marketing muscle far exceeding the power of a relatively young brand like CarTemps."
ANC considers the re-branding effort to be primarily a name change. The business model will remain the same and the re-branded division will be run as a completely distinct and independent business unit within ANC Rental Corporation.
Todd M. Faver will continue to lead what will now become the re-branded insurance replacement/local market division of ANC Rental Corporation. This division, currently one of the largest insurance replacement/local market car rental companies in the country, employs approximately 2,300 associates in 42 states.
ANC Rental Corporation, the parent company of Alamo and National, is one of the world's largest car rental companies with annual revenue of approximately $3.5 billion in 1999. Headquartered in Fort Lauderdale, the company has more than 4,000 locations in 69 countries and employs approximately 23,000 associates worldwide.