Budget Rent a Car has appointed a new marketing director for Europe, the Middle East and Africa as the increasingly competitive car rental market enters a new, cut-throat phase.
Paul Johnson replaces Angela St Clare Clark, who left the car rental firm at the end of last year. He was previously director of marketing at Radisson Edwardian Hotels. He assumes control of strategic development of all marketing programmes in the region.
Budget is the third largest car rental firm in the UK – and worldwide – after Avis and Hertz.
The UK is the fastest growing market in Europe and is valued at Ãº597m. But the battle for supremacy in Europe led to savage price cutting last year and the market is still recovering.
Observers say prices will rise this year but the number of UK car rental companies will be cut by 20 per cent, from more than 1,800, by the end of the decade.
Budget’s marketing department was restructured two years ago along international lines. Marketing was previously handled by the firm’s headquarters.