Daniel Florence, COO of Sixt rent a car, discusses his company and the expansion of the car rental industry.
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Bold Biz: Daniel Florence, COO of Sixt

Daniel Florence, COO of Sixt rent a car, discusses his company and the expanison of the car rental industry.

Posted by BoldTV on Monday, September 17, 2018

What is Sixt?

Sixt is a family-owned car rental from Germany, and the oldest rental car company in the U.S. that people may not know about. This is because Sixt has only been in the U.S. for seven years. Forty to 50 percent of Sixt’s fleet is premium. Sixt is all about getting the customer into a car that they may not see on a day-to-day basis.


In attempting to get noticed in the U.S., Sixt created a huge marketing event last summer when they drove a fleet of orange Cadillacs down Sixth Avenue in New York City. The car rental business in the U.S. has been changing with companies merging, creating fewer and fewer companies and fiercer competition. Compared to the other U.S. brands, Sixt is much smaller, although they have a larger presence in Europe. Their strategy is to get people in the door, and Florence believes that people have started to pay attention to them and that other brands want to slow them down. This indicates that Sixt is doing the right thing. Part of their strategy is to give customers the “concierge treatment” as well as to put them into a car that they might not own or usually rent.

How did Florence end up with Sixt?

Florence has had experience with rental car companies. He came from Hertz but began his career earlier with Dollar Thrifty. It was from Dollar Thrifty that Florence got the idea that you don’t need to be bigger than the competition, you just have to be better. He’s hoping to increase profitability by enticing people to spend a little more money in order to get better service and a more premium rental car. In terms of competing with ride-share companies such as Uber or Lyft, Florence believes that people not only still like to drive their own cars, but that in the leisure-based activities like vacations, it is not practical to depend on anything other than a rental car.  


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Posted 10.04.2018 - 11:00 am EDT