Modern Marketing

A win for Enterprise: Europcar to stop using 'e' logo in branding

By Nesh Pillay | Reporter

January 13, 2015 | 3 min read

Europcar and Enterprise, two rival car rental companies ended a long-standing logo dispute after the High Court in London ruled that Europcar's "e" logo branding is far too similar to Enterprise's "e-logo."

Enterprise first began to use the logo in 1994, and argued that Europcar's logo, introduced in 2012, would be confusing to consumers. Both logos are green and feature the same letter, though they are presented in different fonts.

Europcar and Enterprise first crossed paths in late 2008, when they decided to form a transatlantic alliance, that was expected to significantly increase reach and revenue for both companies. Under this alliance, the two would form the world's largest car rental network, along with sister-companies, Alamo and National.

The alliance didn't last and last month, it was decided via arbetration, that the company could no longer commercially use the Alamo and National rental brands in Europe. On the heels of this decision, most branches of Alamo and National have remained attached to the Enterprise brand.

European senior vice president of Enterprise, Jim Burrell, said the company had "invested heavily" to grow and improve the customer experience.

“Customers have the right to know who they are buying from, and what that company stands for, which is why our brand matters so much,” he said.

A spokesperson for Europcar told The Drum that the company is considering its next steps, including the possibility of an appeal.

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