Europcar launches new brand positioning

Europcar has unveiled a new brand positioning based on the premise “Moving Your Way”.

Europcar unveils new brand positioning.

The car rental company says it is evolving its services, processes and communication to adapt to customers’ changing needs

The company says that “Moving your way” conveys its total commitment to the customer and to shaping a better future for customers’ mobility.”

Customers will begin to see the Moving Your Way identity in Europcar’s marketing campaigns, and on the overhauled website that has new design features including the ability to start a reservation from any page.

The new brand identity is being introduced in all major European cities through advertising and marketing campaigns as well as on truck panels. New Europcar locations will be opened featuring this new logo whilst existing locations will be progressively redesigned with the new identity.

Pascal Klein, Europcar group marketing director, says: “Our new brand promise, “Moving Your Way”, translates the company’s commitment to accompany the mobility needs of its customers during their whole lives. However you choose to move, whatever way, methods, direction or style, Europcar will move with you and will ‘move’ you’”.

Europcar recently recruited Andy Furlong as UK director of marketing and ecommerce.

Rival car hire service Avis Budget recently appointed Troy Warfield as group commercial director for EMEA.

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