Europcar refreshes brand to meet evolving consumer needs

28th Mar 2013
Europcar refreshes brand to meet evolving consumer needs

Europcar has determined it will evolve its services, processes and communication to adapt to customers’ ever changing mobility needs.  ‘Moving your way’ conveys Europcar’s total commitment to the customer and to shaping a better future for customers’ mobility.

Customers will begin to see the new Moving Your Way identity in Europcar’s marketing campaigns, and on the new website which provides a more intuitive and richer booking process to enhance the car rental experience from start to finish. 

“Our new brand promise, ‘Moving Your Way’, translates the company’s commitment to accompany the mobility needs of its customers during their whole lives.

“Our diversified solutions provide our customers with more freedom and enable them to rediscover the pleasure and emotions of the mobility experience.

“However you choose to move, whatever way, methods, direction or style, Europcar will move with you and will ‘move’ you,” explained Pascal Klein, Europcar group marketing director.

As part of the ‘Moving Your Way’ positioning, a new logo has been designed to symbolise mobility and to act as a quality stamp on all Europcar sub-brands and offers.

This new brand identity has been introduced in all major European cities through advertising and marketing campaigns as well as on truck panels.

New Europcar locations will be opened featuring this new logo while existing locations will be progressively redesigned with the new identity.

A cornerstone of the plan is the new

User friendly and inventive, the new website offers a more efficient booking process and many great design features which truly help customers move through the site in the way they wish.

For example, an innovative ‘drag’ button gives access to the fleet guide, while the site now offers the possibility of saving up to ten favourite quotes and to reach them easily when needed. Advanced filters also help the customer to find the vehicle which best fits their needs.

Simplified access to My Europcar now comes as standard, where customers can create driver profiles and manage bookings for even faster service at rental locations.

And last but not least, customers can start a reservation from any page to book in less than 60 seconds! This new design will be rolled-out to the Group’s local websites during the first part of 2013.


Back on the road, Europcar has confirmed it is bringing its customers the ultimate choice in luxury with the addition of BMW to the Prestige fleet for the very first time.

Answering the demand from its customers, the Prestige by Europcar fleet has introduced a number of models from the BMW 3 and 5 Series range.

And ensuring that customers can enjoy a world class driving experience, the vehicles on the Prestige fleet come with a number of options over and above the standard vehicle specification.

“BMW stands for engineering perfection, elegance and class, so we are really excited to be adding these vehicles to the Prestige fleet,” said Ken McCall, managing director, Europcar UK Group.

“Whether it’s impressing clients on a business trip or turning heads at a special event, driving a BMW makes travelling a pleasure rather than a chore.”

The 3 Series Saloon in automatic guise includes the state-of-the-art BMW EfficientDynamics technology, as well as BMW media and interior comfort packages, leather upholstery, parking sensors and heated front seats.

The 5 Series Saloon in Sport automatic transmission also features the BMW media package, exterior folding mirrors and sun protection glass.

A number of 5 Series M Sport Saloons with eight-speed automatic transmission are also being added to the fleet. With their dynamic design and contemporary sporty profile, the 5 Series M Sport Saloon perfectly blends form and function.

The introduction of these vehicles provides Europcar customers a wide range of choice from the prestigious BMW marquee.

“Our new partnership with BMW ensures Europcar customers continue to gain access to some of the most desirable cars on the road today,” added Ken McCall. 

“And available from our national network of locations, the Prestige by Europcar fleet takes the stress out of travel and adds that touch of luxury.”

More Information

Europcar is the leader in car rental services in Europe. Present in 140 countries, the company provides customers with access to the world’s largest vehicle rental network through its own operations, franchisees and partnerships.

With 6,500 employees committed to delivering customer satisfaction and an average fleet of 190,000 vehicles, Europcar is conscious of its corporate citizenship responsibilities. Europcar is owned by Eurazeo.

The brand was recognised in 2012 as the World’s Leading Car Hire by the World Travel Awards.

Take a look at the official website for more information.


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