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Enterprise Appoints Guerin as Franchisee in Portugal

Enterprise Appoints Guerin as Franchisee in Portugal

Enterprise Holdings is, for the first time in its more than 55-year history, franchising its flagship Enterprise Rent-A-Car brand, as it appoints Guerin Car Rental Solutions as a franchisee in Portugal. This agreement brings the Enterprise Rent-A-Car brand’s European presence to six countries – Ireland, the UK, Germany, France, Spain and Portugal – representing more than 65% of the European car rental market.

The company has also rebranded the recently acquired Citer and Atesa operations in France and Spain, so that the total number of corporate-owned and franchise Enterprise Rent-A-Car locations in Europe now exceeds 1,000. Today, the European Enterprise Rent-A-Car network operates more than 100,000 vehicles.

Enterprise Logo

“We are committed to developing a comprehensive network of rental car businesses across Europe and beyond,” said Jim Burrell, Senior Vice President, Europe, for Enterprise Holdings. The company, through its regional subsidiaries, operates the largest fleet of vehicles in the world and a global network of more than 8,200 airport and neighbourhood locations.

International Gateways

“While this may be the first franchising agreement for the Enterprise Rent-A-Car brand, it won’t be the last,” said Peter Smith, Vice President of Global Franchising. “In fact, we plan to continue this same growth strategy throughout Europe, the Middle East, Africa and Asia.”

The new franchise agreement not only enables both companies to better meet customers’ needs, it also marks Enterprise Holdings’ entry into the Portuguese market. Since 1989, Guerin has been a leader in Portugal’s car rental sector with a nationwide presence in all metropolitan centres and major airports, including the international gateways of Lisbon, Faro, Madeira and Porto.

“We are careful to choose strong, stable domestic businesses as our international franchise partners, and Guerin certainly meets that standard as a well-respected travel industry leader in Portugal,” added Peter Smith.

“Enterprise Rent-A-Car is known for great value and superior service,” said José António Figueiredo, Managing Director of Guerin. “Now, together, we’ll extend that same level of value and service to customers throughout Portugal.”

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NEIL STEEDMAN has been a trade journalist, copywriter, editor and proofreader for 52 years, and News & Features Editor for ‘Irish Travel Trade News’ for the past 42 years.

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