Enterprise Holding Rebrands, Introducing Enterprise Mobility

Purpose led and people first, Enterprise has been moving mobility forward for more than 65 years. Now, as it reaffirms its mobility ambition and looks to partner with others to help shape future experiences, the business is connecting its full portfolio of offerings – car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, car sales, truck rental, vehicle subscription, luxury rental, technology solutions and more – under a new corporate brand.

Introducing: Enterprise Mobility.

“Since day one, we’ve been inspired by a bold idea: creating better experiences for how the world moves,” said Enterprise Mobility President and CEO Chrissy Taylor. “This marks the beginning of our next chapter, reinforcing our 90,000-strong global team’s commitment to deliver exceptional service for partners, customers and neighbors – innovating with intention to meet their ever-changing needs.”  

According to a company release, the motivation behind the shift is to reflect the business’ evolution from a fleet of seven cars, more than six decades ago, to a global network of mobility solutions serving consumers, businesses and governments.

“We were founded as a car leasing business and are best known today as the world’s largest car rental provider. Yet, the business has evolved immensely in terms of geography, offerings and customer segments served,” said Taylor. “Enterprise Mobility brings together the full portfolio we have to offer as we continue to invest heavily to meet customer mobility needs today and into the future.”

A New Look for an Established Company 

With this announcement, Enterprise Mobility has launched a new visual identity and corporate purpose: Advance the world, one journey at a time. The refreshed visual identity pays homage to the iconic dual parallel lines in the Executive Leasing logo from 1965.

“More than just an ‘e’, Enterprise Mobility embodies the incredible journey of our business, both where we come from and where we are going,” added Taylor.

All Enterprise Mobility brands, including Enterprise Rent-A-Car; National Car Rental; Alamo; Enterprise CarShare and Car Club; Enterprise Fleet Management; Enterprise Car Sales; Enterprise Truck Rental; Enterprise Flex-E-Rent; Exotic Car Collection by Enterprise; Commute with Enterprise; Subscribe with Enterprise; and Entegral will remain unchanged as key offerings in its portfolio.

Established in 2009, the organization’s previous corporate brand identity, Enterprise Holdings, was created following Enterprise Rent-A-Car’s 2007 acquisition of Vanguard Car Rental Group, parent to the National Car Rental and Alamo brands.

Just Getting Started

Recently, Enterprise announced a "significant jump in international growth." Enterprise Holdings, now Enterprise Mobility, has an integrated global network of subsidiaries and franchisees, which collectively includes almost 9,500 fully staffed neighborhood and airport locations in more than 90 countries and territories.

The business has invested heavily in growing its international footprint and diversifying its offerings with a robust roster of mobility lines – including car rental, carsharing, truck rental, fleet management, flexible vehicle hire, vanpooling, retail car sales and more – to generate a record $35 billion in revenue for Enterprise in fiscal year 2023 (FY23). The organization’s fleet size in Europe has also grown, up 21% year over year compared to FY22.