By Jennifer Dorsey
FORT LAUDERDALE, Fla. -- Alamo Rent A Car, based here, said it
began integrating Value Rent-A-Car's operations into its own, with
a target completion date of Sept. 30.
"Value Rent-A-Car is about to become Alamo," new print
advertisements say.
"We are still assessing what the [Value] brand identity will be
in the marketplace," an Alamo spokeswoman said.
Meanwhile, Alamo said agents and consumers who call Value's
(800)-GOVALUE number now hear a message that all Value business
will now be served by Alamo and that Alamo will honor all existing
value reservations and rates. These include existing U.S. and
Canadian Value tour vouchers and reservations, Alamo said.
Additionally, "transitional signage" at Value locations will make
clear to customers that Alamo is taking over.
Like Alamo, Value, based in Boca Raton, Fla., is part of Fort
Lauderdale-based Republic Industries, which also owns National Car
Rental.
With roughly three dozen locations -- the majority in Florida --
Value is dwarfed by Alamo, which has 240 locations in the U.S. and
Canada plus about 200 international locations.