In 1963, Helen and Kenneth Walker relocated back to her hometown of San Antonio, Texas. In search of the perfect starter family business, they found just what they were looking for in a small garage in downtown San Antonio – and so began the first chapter of a 40-year story in the car rental business. With a sponge, a bucket, five cars and five kids, they opened “Three Ninety-Nine Car Rentals”. Since Kenneth had served in the military, and with 5 military bases in San Antonio, it seemed like a perfect niche…rent cars to military personnel. That seemingly small idea grew as the needs of the military renter transitioned into other market segments. The business grew over the next 20 years into feeder and leisure markets throughout the Southwestern United States, and in 1985, over a family dinner one evening, the operation was consolidated under one name – Advantage Rent A Car.
Finding themselves competing in a sea of giants, Advantage capitalized on the qualities that seemed missing from their competitors…give every customer friendly, personal service and the flexibility to make ‘on-the-spot’ adjustments in the daily business without all the corporate hub-bub. That plan proved they could be a successful player among the big boys because in 1992, Advantage was awarded the State of Texas car rental contract that has been renewed for an unprecedented 14-year consecutive term. Creative planning and determination gained the company market share growth at every turn. In 1999, Advantage attained worldwide presence by launching an affiliate partner program that forms an international reservation network in 33 countries.
A privately-held business for more than 40 years, the final chapter as a family-owned business was written in February 2006 as the Walker family sold Advantage to ARC Venture Holding, Inc., a private investor group. Dennis Hecker, a familiar face in the car rental industry, and owner of one of the investors, Rosedale Leasing, knew with the resources he could bring to the table, that Advantage would indeed be one of the giants they had been competing against. And so is born a new story…a new owner…a new spirit and a new vision.
The ‘new’ Advantage remains headquartered in San Antonio, Texas and is one of the ten largest car rental companies in North America. Not lost to the ‘new’ Advantage is the core strength of the company – provide the customer GREAT SERVICE, GREAT CARS AT A GREAT VALUE. Differentiating their product from that of the competitor is done by delivering a ‘WOW’ rental experience to every customer – being the best in everything by driving continuous improvement…the cleanest cars; fast, efficient processes; and warm, friendly smiles – all at reasonable rates. The payoff for any company is how the customer thinks you are doing – and in 2006, in a customer survey conducted by New York-based Luxury Institute, Advantage was named as ‘most responsive to their customer’, ‘delivering the most pleasing and organized environment’, and ‘most worthy of a price premium’.
The introduction of the’new’ Advantage story began in 2006 with an all new fleet of fun, versatile and safe cars from DaimlerChrysler and General Motors, renewed relationships with customers and vendors through new programs and processes, a new look that began with a refreshed logo, and a new fleet of buses and facility upgrades. With few car rental companies expanding into new markets, Advantage saw opportunity at every bend. So 2006 became a year of growth extending the Advantage brand into major leisure destinations from Hawaii to Florida with plans to continue that footprint through 2007. Franchising within the United States and expansion of Advantage’s world-class presence globally is set to occur in 2007. With a ‘top-in-the-industry’ leadership team in place, combined with the best service-driven employees, the ‘new’ Advantage is poised to write the next chapter of this amazing story as they become an industry leader in sales and service.
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