Jack Taylor founded the company in 1957 where he started Enterprise Rent-A-Car as an Executive Leasing Company with only seven cars. The company began leasing cars for longer periods. Later on executive leasing launched itself as a short-term rental operation with 17 cars plus a car sales division. That’s when the company changed its name from Executive Leasing to Enterprise Leasing. Established in St. Louis, Missouri, their number of rental units began rising and by the mid 70’s the number of rentals hit 5,000. Enterprise also started offering fuel, maintenance and insurance products.
In the 90’s, Enterprise expanded its operations into the UK and Canada. In 2004, Enterprise started its Month or More service to both business and retail consumers with rental vehicles. Then in 2007, Enterprise expanded into Puerto Rico and the Caribbean. In addition, Enterprise purchased Vanguard Car Rental; National Car Rental and Alamo Rent a Car businesses from Cereberus Capital Management. In 2008, Enterprise and the St. Louis Car Sharing Cooperative launched WeCar which is an environmentally friendly car sharing program.
Enterprise now operates more than 713,000 vehicles including more than 120 different makes and models. It also has more than 8,000 rental offices and operates 230 on-site airport locations throughout the United States, Canada, UK, Germany and Ireland.
1. The strategy Enterprise is using and its components
Business Strategy Enterprise’s strategy is to achieve and fulfill its mission by Jack Taylor’s philosophy: “Take care of your customers and employees first, and profits will follow” Key elements of Enterprise’s strategy involve long-term loyalty, motivation & promotion. Enterprise employees try to build long-term relationships with customers by