⚔️Battle of the Brands: Avis vs. Hertz - How “We Try Harder” Made Avis a Contender

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Avis and Hertz have been sparring for the top spot for decades. Hertz held the crown for years, thanks to its massive fleet, extensive reach, and loyal customer base. But in the '60s, Avis decided to flip the script. Rather than trying to outdo Hertz directly, they leaned into their position as the scrappy underdog with a “we try harder” mantra—and it paid off big time.

Today, we’re unpacking how Avis turned positioning into their secret weapon to go toe-to-toe with a market leader—and what this bold move can teach us about shaking up a crowded field.

The Power of Positioning: Avis Turns #2 into an Advantage

Flashback to the 1960s: Hertz was the king of rental cars, the undisputed heavyweight. Meanwhile, Avis was struggling, living in Hertz’s shadow, trying to get some of spotlight. But instead of chest-thumping about how great they were, Avis flipped the script and owned their underdog status. Their genius tagline, “We’re number two. We try harder,” wasn’t just catchy; it was a positioning masterclass that turned a weak spot into a winning strategy.

Owning the Underdog Role: Rather than pretending they were neck-and-neck with Hertz, Avis leaned into their second-place status. “Number two” wasn’t just a label; it became their badge of honor. The message? Being the runner-up means we hustle harder, care more, and sweat the small stuff.

Winning Trust Through Honesty: Customers didn’t just see this as clever marketing; they felt the honesty. Avis basically said, “Yeah, we’re not the biggest, but that just makes us hungrier.” It clicked. People trusted Avis because they weren’t pretending—they were promising to try harder.

Service as Their Secret Sauce: Avis made service their calling card, positioning themselves as the friendlier, more attentive option compared to Hertz’s size and reach. They were the brand that cared about you, not just their numbers.

The Big Payoff: The strategy worked like a charm. Avis quickly ate into Hertz’s lead, seeing a major spike in market share. That simple line, “We Try Harder,” became one of advertising’s most iconic slogans, proving that sometimes, being #2 is exactly where you want to be.

The Result: In just a few years, Avis saw a significant boost in market share, narrowing the gap with Hertz and solidifying its position as a major player. The campaign was a success, and “We Try Harder” became one of the most iconic positioning strategies in advertising history.

🎯 What Can We Learn from Avis’s Positioning Strategy?

For companies looking to go up against bigger players, Avis’s can be a great example of how positioning can turn a perceived weakness into a competitive edge. Here’s how to apply their positioning playbook to your own competitive strategy:

1. Embrace Authenticity

• Be Transparent: Admitting where you fall short, as Avis did, can build trust. Customers appreciate honesty, and owning your position shows confidence.

• Turn Weakness into Strength: If you’re the smaller player, use it to your advantage. Position yourself as the nimble, customer-focused alternative to the “corporate” market leader.

Example: Slack embraced a similar tactic by positioning itself as the anti-email communication tool, targeting smaller, agile teams rather than enterprise giants using Outlook and Skype.

2. Differentiate on Customer Experience

• Out-Serve, Don’t Out-Spend: Bigger companies may have more resources, but you can win on customer experience. Avis knew they couldn’t beat Hertz on fleet size, so they focused on making every customer interaction exceptional.

• Focus on Quality Over Quantity: Create a product or service that offers a unique quality or experience, especially in areas where the leader may be lacking.

Example: Trader Joe’s doesn’t have the size of Whole Foods, but it offers a unique customer experience and “friendly” atmosphere that feels less corporate and more tailored to individual shoppers.

3. Create a Distinct Brand Personality

• Show Personality: Avis’s “We Try Harder” campaign felt human, making the brand relatable and personable in a way that Hertz couldn’t match.

• Position as the “Better Alternative”: Acknowledge your competitor’s strengths, but make it clear why you’re the more refreshing choice. Customers love the idea of rooting for an underdog.

Example: When Apple launched the “Get a Mac” campaign, they used humor and personality to differentiate their brand from Microsoft, positioning Macs as the friendly, user-focused option.

We wrote about how Beehiiv did something similar in campaigning as the “anti-Kit” here:

💡 Final Thoughts: Positioning as a Weapon

Positioning can be one of the most powerful tools to gain market share. Avis proved that you don’t need to be number one to be successful; you just need to own your story and communicate it in a way that resonates with customers. Whether you’re an underdog or a challenger, use positioning to turn your strengths into a competitive advantage.

Your position could be the key to winning the battle.

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