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12-SEP-2025 | Excerpt from Hertz’s “Has a competitor” reply to Avis

Author

Dan Bogachek
September 12, 2025

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Excerpt from Hertz’s “Has a competitor” reply to Avis

Avis had their say. Hertz claps back.

Hertz has a competitor who says he’s only No. 2.

That’s hard to argue with.

1. A car where you need it.

We’re in big towns like yours. In little towns like Whitefish, Montana. We’re at every major airport in the United States and at most of the smaller ones. In fact, if an airport is served by a commercial airline, 97 chances out 100 it’ll also be served by Hertz. Or by a Hertz office within 20 minutes of it. In all, we have over 2,900 places throughout the world where you can pick up or leave a car. Nearly twice as many as No. 2.

2. What kind of car would you like?

When you rent from Hertz, you’re less likely to get stuck with a beige sedan when you want a red convertible. We have over twice as many cars as No. 2. We have Fords, Mustangs, Thunderbirds, Lincolns, and everything else in between. 🏁

  • Point 1: social proof meets convenience.

  • Specificity to make it tangible and memorable: “97 chances out of 100”, “20 minutes”, “2,900 places”.

  • Written in “you” language throughout.

  • Nice and short and simple. Grade 1 on the Hemingway App. Write in complete ideas, not complete sentences.