National Alamo South Africa & First Car Rental South Africa

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National Alamo Car Rental (“National Alamo”) announced beginning 2008 that it will be operating its business under the name FIRST CAR RENTAL from 1 April 2008, following a re-branding exercise that has been necessitated by the acquisition, on a world-wide basis, of the “National” and “Alamo” brands by Europcar.

According to Bruce Barritt managing director of FIRST CAR RENTAL, “Although the overlap of brands has forced the termination of our franchise agreement, this is a unique opportunity for our stakeholders. It will free up substantial franchise and royalty fees, thus facilitating improved systems, services and prices to our extended customer base.”

Barritt however underscored the fact that despite the change of name and the adaptation of a new focused and streamlined brand identity and ethos, it is business as usual. “The passion and commitment of the management and staff that built the business into a serious contender in this sector will remain, and we will continue to aggressively challenge the more established brands in our quest to be a leading player the industry,” he explained.

Apart from the name change, the business framework will remain the same. Barritt continues, “all our systems for accounting, reservations and operations are independently owned and operated, we are therefore able to continue our day to day operations without any glitches”.

National Alamo South Africa (CMH) has a proven track record. Over the past eight years the local entity has won numerous global awards, including the prestigious “Best Overall Country” on two occasions. The South African operation also continues to make a meaningful contribution to the international network - many of its local innovations and customer service standards having already been adopted and implemented by the franchisor’s global network.

In conclusion, Barritt emphasised that: “We will continue to forge ahead with our strategy to secure win-win relationships with our customers. Our operation has the financial support and security of the CMH Group, we have impressive BEE credentials and our brand migration motivates us to accelerate our already buoyant growth trend.”

Barritt also acknowledged National Alamo’s customers by thanking them for their invaluable support. He welcomed the new brand image and philosophy and guaranteed more streamlined processes, which would result in greater efficiencies and more cost effective, value added services in the months and years ahead

Editor’s note

National Alamo, now First Car Rental, is owned by the Combined Motor Holdings Group - a JSE-listed company. The organisation commenced operations in South Africa eight years ago with three branches and a fleet of 150 vehicles. Today the business boasts a fleet of 6000 vehicles and has over forty branches, including branches at all of South Africa’s airports and business/tourist destinations.

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