New boss to raise European profile of US car rental group

John Mycroft has been promoted to marketing vice-president at Republic Industries Automotive Rental Group, Europe – the car rental company which owns the Alamo and National Car Rental brands.

Mycroft, former commercial director at EuroDollar, which was bought by Republic Industries at the end of last year, will be responsible for developing the National and Alamo brands on the Continent. The EuroDollar car rental brand was ditched earlier this year.

Mycroft will report directly to president and chief operating officer, Europe, Geoff Corbett. John Leigh is UK senior vice-president with responsibility for marketing.

The company wants to establish the profile of National – aimed at the corporate market – in Europe. Last month, Republic launched a 2m advertising campaign featuring a traffic light and the catchline “Green means Go”. Green is the brand colour for National.

Alamo, already an established brand in Europe, will continue to focus on the leisure sector.

The company said in February (MW February 5) that it was looking at TV advertising in its marketing plans for the next year.

Roose & Partners won the 4.5m Alamo and National account across Europe in February.

The company has also secured new sponsorship deals with the Grand National and the PGA English Open.

National Car Rental has an estimated 15 per cent of the UK market.

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