To support its “Travel at the Speed of Hertz” positioning and “Journey On” slogan, the car-rental giant has gotten into the side business of lexicography.
Among the words and phrases coined for aspects of its new marketing campaign are “accelerental,” “choose control” and “carfirmation.”
TC thinks these are fine. Although we have never had any issues with Hertz about cars actually being available when we show up, we have a coined a word for a few of their competitors that have left us high and dry at the rental counter: Think of advance bookings as “preservations.”