"Avis is only No.2 in rent a cars. So why go with us?"
These are classic ads containing Avis' famous long-time slogan, "We Try Harder". Upon adopting the slogan in 1962, the rent-a-car company boasted a market share...View More
increase from 11% to 34% in only four years. With just three words, Avis had set a new standard for rental car companies around the world. This is a historic example of counter-intuitive thinking in advertising. Advertising your company as #2 seems illogical at first, but Avis turned it into a competitive advantage by demonstrating that being at #2, they really couldn't afford to slack off and had to work more for the business since they couldn't leverage a #1 position like Hertz. Not only was this completely believable to the consumer, it also built trust since it seemed like Avis was being so honest. In 2012, Avis decided it was time to go in a different direction & adopted a new tagline. Here's more info on the change: http://adage.com/article/news/50-years-avis-drops-iconic-harder-tagline/236887/
