Enterprise Expands Its Brand to Portugal; Company Takes Step to Raise Its International Profile, Aiming for Europe, the Middle East, Africa and Asia

By Brown, Lisa | St Louis Post-Dispatch (MO), December 6, 2012 | Go to article overview

Enterprise Expands Its Brand to Portugal; Company Takes Step to Raise Its International Profile, Aiming for Europe, the Middle East, Africa and Asia


Brown, Lisa, St Louis Post-Dispatch (MO)


Enterprise Holdings is franchising its flagship Enterprise Rent- A-Car brand for the first time with an expansion into Portugal, part of a broader push to grow internationally.

Enterprise Holdings, based in Clayton, announced the franchise deal Wednesday with Guerin Car Rental Solutions in Portugal for use of its Enterprise Rent-A-Car brand. Terms of the deal were not disclosed, but it marks the first time the Enterprise Rent-A-Car brand has been franchised in the companys 55-year history.

Enterprise, the worlds largest rental car company, said it planned to expand franchising in Europe, the Middle East, Africa and Asia.

We are embarking on significant expansion as an organization, said Lee Broughton, Enterprises assistant vice president of European marketing and communications. We are very committed to making sure that we have a presence in (international) gateways.

Guerin has operated in Portugal since 1989 and has airport locations in many of the countrys major cities, including Lisbon.

Partnering with a current business offers Enterprise advantages over building new locations from the ground up, said Neil Abrams, president of rental car consulting firm Abrams Consulting Group, based in Purchase, N.Y.

When it comes to foreign markets, it makes sense to develop a relationship with an established operator that knows the culture and understands the macroeconomic issues, as well as the statutory and regulatory issues, associated with working in that market, Abrams said.

Enterprise also announced Wednesday that it is rebranding its Citer and Atesa operations in France and Spain as Enterprise Rent-A- Car, after its acquisition of Citer and Atesa from PSA Peugeot Citron earlier this year. …

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