Which car rental company is known to try harder?

[GabrielaFitz]

The car rental brand most consistently associated with "trying harder" in both historical marketing and recent customer satisfaction metrics is Avis, though the competitive landscape has shifted significantly since its famous 1960s campaign. Current data suggests their operational focus on service and fleet quality does translate into above-average performance in key areas, particularly for business and premium renters.

Metric	Avis Performance / Ranking	Source & Year
North America Rental Car Customer Satisfaction	2nd Place (Score: 843/1000)	J.D. Power 2024 Study
Global Market Share	Approximately 12.5%	Statista latest available data to 2023
Key Strength	"Quality of Rental Car" & "Cost and Fees"	J.D. Power 2024 Study

• Customer Satisfaction Score: 843 out of 1000 in the 2024 J.D. Power study, placing them a close second in the industry.
• Market Position: They maintain a strong global share, calculated from fleet and revenue data, but are part of a larger corporate group that includes Budget.
• Core Strength: The same 2024 study highlights that Avis scored highest among competitors in the "Quality of Rental Car" factor, which directly supports a "try harder" service proposition.

The famous slogan created a lasting brand identity, but its modern validation comes from independent studies. J.D. Power's 2024 North America Rental Car Satisfaction Study is based on responses from over 8,500 business and leisure travelers, making it a credible benchmark. Avis's second-place ranking and top scores in vehicle quality indicate a continued investment in core service areas. Market share analysis from firms like Statista, which aggregates industry revenue and fleet data, shows they remain a major player, though not the largest. Their current corporate strategy often positions Avis for premium service and Budget for value, a segmentation that allows Avis to focus on the "try harder" ethos for a specific customer segment. The data shows they are executing well on that promise in measurable ways. Their historical slogan finds modern support in high satisfaction scores. Consistent high marks in vehicle quality are a tangible result. Current rankings validate the enduring service focus.

[PhoebeFitz]

As someone who rents for work about every six weeks, I’ve given all the majors a shot. Avis feels like they’ve got the process down to a science, which I guess is their way of trying harder now. I’m in their Preferred program, so I can just walk to my car in the lot—no counter line. The cars are almost always under 15,000 miles and genuinely clean inside, no weird smells. Last month in Denver, they had my reserved midsize SUV ready, but offered a free upgrade to a truck because it was available. That kind of flexibility saves me a headache. I’ve had more “meh” experiences with some other companies where you get the last car on the lot. For business travel, reliability is everything, and Avis hasn’t left me stranded. Their efficiency is their modern version of trying harder. Clean, newer cars make a huge difference. It’s about predictable, hassle-free service.

[Brody]

Rented from Avis at Miami Airport last December. The line was long, but the agent was noticeably patient and actually explained all the insurance options without pushing. Got a Nissan Altima with only 8k miles on it. The whole thing felt smooth, no surprises at return. They didn’t “try harder” with flashy stuff, just a solid, professional transaction. Would use them again for an airport rental.

[McAbigail]

My family of five uses Avis almost exclusively for our annual summer road trip. We need a minivan, and their reservation system seems more reliable for guaranteeing the specific vehicle class. Last year, we booked a Chrysler Pacifica and got exactly that, with integrated car seats that were clean and properly installed. The total cost came out about $50 more for the week compared to a quote from a discount brand, but for us, it’s worth it. The peace of mind knowing the van will be there and in good shape is huge when you’re starting a 1,500-mile drive with kids. Once, in Phoenix, we had a tire pressure warning light come on. We called their roadside line, and they had a mobile service van meet us at our hotel within two hours to check it—no charge. That’s trying harder where it counts. Other companies might have told us to drive to a shop and handle the paperwork ourselves. They deliver on the specific vehicle you reserve. Their roadside support turned a potential nightmare into a minor delay. For family trips, reliability trumps the absolute lowest price.

[VonAshley]

I’m budget-first, so I usually go with the cheapest pre-paid rate I can find. Sometimes that’s Avis, sometimes it’s not. When it is Avis, I don’t really feel any special “we try harder” vibe—it’s just a rental car. The car is fine, the process is standard. I will say their basic economy cars sometimes feel less worn out than similar class cars from other budget-focused brands. But is that trying harder, or just maintaining a slightly newer fleet? If the price is right, I’ll book it. But I’m not loyal to the slogan.