Thrifty opts for casual `attitude’

Thrifty Car Rental wants to put some fun into a mundane business, creating a new 'strategic personality' worldwide to set it apart from the competition.Making up the personality is a new rental centre design that puts customers and service reps on...

Thrifty Car Rental wants to put some fun into a mundane business, creating a new ‘strategic personality’ worldwide to set it apart from the competition.

Making up the personality is a new rental centre design that puts customers and service reps on the same side of the counter. Uniforms will be changed from jackets and ties to informal shirts, pleated pants and seasonal shorts.

Lucio DiClemente, president of Thrifty Canada, a wholly owned subsidiary of Chrysler, says, ‘When we talk `fun,’ we are really talking attitude.

‘We have the right attitude internally, and we plan to share that with our customers,’ DiClemente says. ‘This approach will extend throughout the company.’

As well as the rental centre and uniform changes, the company has started a new program for its customer service representatives.

The scheme will give them the discretion to make on-the-spot decisions about such things as free rental vouchers, discount and vehicle upgrades.