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Europcar initiates multi-million pound relaunch with key marketing appointment

Europcar UK Group has appointed Catriona Lougher as Consumer Marketing Director to spearhead a multi-million pound relaunch of Europcar into the UK leisure market. Her remit is to establish the brand as the UK market leader of car and van rental following Europcar’s global alliance and merger with National Car Rental and Alamo Rent A Car in 2007.She joins Europcar from Premier Inn where she was Head of Marketing.  In this role she was responsible for the brand relaunch in 2007, including the current TV and press campaign.  Prior to this Catriona held senior brand and marketing roles at TGI Friday’s, Premier Lodge, Currys, PC World, Vauxhall Motors and Barclaycard.

Nick Harwood, Sales and Marketing Director for Europcar UK Group: “We are delighted to have Catriona on board - she brings enormous talent and experience in brand building, vital for this highly competitive marketplace. This is a tremendous time for us to be consolidating our position and really building our brand.”

Catriona Lougher adds: “As UK market leader in terms of market share and fleet size, Europcar is in the perfect position to capitalise on the changing attitudes to car use and car ownership. The cost of fuel, parking and maintenance are all reasons why a growing number of drivers are opting to rent as a more convenient and cost effective way to get from A to B.  We will also be looking at Vans and flexible services for weekend and short-term rentals.” 

“Europcar has a powerful proposition for the leisure marketplace and I am looking forward to working with the appointed Agencies to position the business as the number one vehicle rental provider in the UK.”