According to Kenny Wong, WE Marketing’s managing director, the agency will be responsible for strategic brand management, above-and below-the-line creative communications development and social networking initiatives.
Wong noted that China’s auto rental industry was growing fast and predicted that it would be a focal point for investors over the next three years. Ahead of this, he said, CAR was keen to build understanding as to the value of car rental services and sharpen its own brand image. The company plans to provide more direct communications to consumers, he added.
“The car rental industry is still at an immature stage, but the next three years will be the golden age,” Wong said. “The speed of growth will be incredible. [In China], we have people and geographic size; the issue of people mobility has to be solved.”
CAR is the largest car rental company in the China market, with a fleet of around 15,000 vehicles. Its closest competitor is understood to be 1 Hi Car Rental.
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