Enterprise rebrands to reflect diverse portfolio

Enterprise is connecting its full portfolio of services under a new corporate brand Enterprise Mobility.

It will encompass its full suite of products, including car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, car sales, truck rental, vehicle subscription, luxury rental and technology solutions.  

Enterprise Mobility president and CEO, Chrissy Taylor (pictured), said: “This marks the beginning of our next chapter, reinforcing our 90,000-strong global team’s commitment to deliver exceptional service for partners, customers and neighbours – innovating with intention to meet their ever-changing needs.”  

The motivation behind the shift is to reflect the business’ evolution from a fleet of seven cars, more than six decades ago, to a global network of mobility solutions serving consumers, businesses and governments.

“We were founded as a car leasing business and are best known today as the world’s largest car rental provider,” continued Taylor. “Yet, the business has evolved immensely in terms of geography, offerings and customer segments served.

“Enterprise Mobility brings together the full portfolio we have to offer as we continue to invest heavily to meet customer mobility needs today and into the future.”

To coincide with the announcement, Enterprise Mobility has launched new branding and corporate purpose: Advance the world, one journey at a time.

“More than just an ‘e’, Enterprise Mobility embodies the incredible journey of our business, both where we come from and where we are going,” added Taylor.

All Enterprise Mobility brands, including Enterprise Rent-A-Car; National Car Rental; Alamo; Enterprise CarShare and Car Club; Enterprise Fleet Management; Enterprise Car Sales; Enterprise Truck Rental; Enterprise Flex-E-Rent; Exotic Car Collection by Enterprise; Commute with Enterprise; Subscribe with Enterprise; and Entegral will remain unchanged as key offerings in its portfolio.

Established in 2009, the organisation’s previous corporate brand identity, Enterprise Holdings, was created following Enterprise Rent-A-Car’s 2007 acquisition of Vanguard Car Rental Group, parent to the National Car Rental and Alamo brands.