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Daily rental firm Europcar is making a concerted push to increase market share off the back of its free-delivery programme.
The firm will deliver cars from its standard and prestige categories to customers within 15 miles of one of its sites, and is now using what it claims is the unique offering as part of a focus on building customer affection.
"We're trying to tell people that we will deliver a car when and where you want it at your convenience," Europcar managing director Ken McCall told BusinessCar. "It's something we've been doing for quite some time but not telling people.
"For me it's critically important to say what differentiates Europcar from other companies - we deliver," he continued. "It sounds simple but we haven't communicated that this is a serious competitive advantage.
"I genuinely think we will pick up competitors' business - I call this the UK's best-kept secret," he added. "Free deliver will be fantastic - we are unique and show customers that by saying 'we bring the car to you'. Surely it's the greatest sign of respect."
McCall joined Europcar from DHL at the end of last year, and said he is looking to enhance the firm's customer satisfaction. "It's a fast-moving dynamic sector and one that's all about the quality of customer service," he said. "There is a real opportunity for car rental to be truly customer-focused. We have to build mutual respect between customer and car rental company, we have to tell people we're there and we have to be so good at what we do."
Europcar is trialling Sunday and bank holiday opening at four UK locations. "We're asking, do you, the customer, want it, and if so show us support by using it," said McCall. "I'm not going to come into this industry and be controversial, but what people have said to me is, 'can you make it easier for me, the customer, to rent one of your cars?' We're trying to bridge the gap."
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