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Europcar implements a targeted brand strategy, based on growing its services offer under its Europcar® and InterRent® brands, in order to support business volume growth and increase its visibility among existing and potential customers.
In 2012, the group launched a wide-ranging transformation programme known as “Fast Lane” to increase the group’s market presence and pave the way for its transition from a vehicle rental company to a mobility services operator, and further improve its operational excellence. This ongoing transformation programme has laid the foundations for sustainable and profitable growth.
The group’s objectives are based on a three-point strategy:
rolling out new customer relationship management tools and optimising loyalty programmes.
strengthening the brand’s appeal by rolling out customised innovative offers, optimising distribution channels and growing its international network. This involves growing the existing customer base by reorganising and galvanising the sales force and implementing new commercial processes, supported by rolling out commercial productivity tools.
DIGITAL STRATEGY AND INNOVATION:
improving the IT system to better support the development of new service offers and developing solutions corresponding to new mobility practices through intermodal solutions. Consequently, in recent years, the group has reorganised and harmonised its websites to make them more intuitive and easier for customers to use. It has also launched new online reservation tools and solutions, at the same time as continuing to grow its distribution channels through intermediaries such as brokers and tour operators, in order to optimise the global reach of its offer.