Avis targeted Hertz
Hertz was the first national car rental company, followed by Avis.
In 1956, Hertz launched a slogan, "More people by far... use Hertz Rent-A-Car." Avis followed with its "We Try Harder" campaign in 1960, which evoked a response from Hertz, "For years Avis has been telling you Hertz is No. 1. Now we're going to tell you why."
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