Enterprise Car Rental is a company that is well known in the car rental industry. They have been around a long time but joined the car rental game a bit late. Even so, they have grown and offer a unique product that has proven successful over the years. They credit their success to listening to what their customers want and it has worked. Here’s a brief history of Enterprise Car Rental and how they became an industry leader.
Enterprise Car Rental actually didn’t start out as a rental company at all. Jack Taylor owned a car leasing company in St. Louis, Missouri called Executive Leasing Company. He started the leasing business because he thought that people would be as interested in leasing a car as they would with purchasing one. His idea worked but he found that his customers wanted a car to use while their’s was in the shop. Taylor soon started Executive Car Rental in 1962. The business grew and soon Taylor wanted to expand the rental business.
The Enterprise Name
In 1969 Taylor expanded outside of St Louis but needed a unique name since “Executive” was used widely in the car business. Taylor decided to name the business after an aircraft carrier he served on in World War II and so the name Enterprise was born.
Keeping Cars for Locals
In the 1960’s most of the rental companies had moved from the city to the airport. Most of the travelers needed a car when they arrived and so the airport was a convenient location. However John Taylor saw the market for hometown rental offices that provide rentals to locals who need a car. With this thinking, John Taylor focused on this market and opened up locations outside the airport and in cities without an airport. His idea worked and his business expanded.
In 1974 a branch manager in Orlando, Florida came up with the idea of a drop off and pick up car service for customers. This was again revolutionary for the industry. Most of the other car rental companies remained at the airport where this wasn’t needed. This service proved to be popular with their target customer who needs a local rental.
Enterprise Car Today
Enterprise Car Rental continues to grow and still listens to what customers want. They continue to open in-town locations and serve cities that aren’t served by an airport. Their pick up and drop off service is still available and touted in the marketing. You can see why this company has grown in popularity and has become a big player in the rental car industry.