The rental car company that used to be known as Imperial Car Rental is no more. Imperial Holdings South Africa has now partnered with Europcar, one of the world’s biggest rental car companies to form Europcar South Africa. The company is spending over R100 million over the next three years to complete the rebranding and to take it out to market.
Imperial Car Rental has been servicing the local market for 30 years. It started out with only 9 cars and today runs a sizeable fleet of 15 000 vehicles through a 120-strong network of branches. Europcar claims a 32% market share in the country.
“South Africa is no longer an island at the tip of Africa,” Osman Arbee, chairman: car rental and tourism division and executive director of Imperial Holdings told BizCommunity. “So while Imperial Car Rental has undoubtedly performed well in our local market over the past three decades, our vision for future growth over the next decade made it necessary to have a globally unified image.”
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