Localiza Rent a Car
LOCALIZA was founded in 1973, by the time of the first oil crisis, with six used Volkswagen beetles bought on credit. The strategy adopted ever since was of total quality and premium service. During the second oil crisis, the company decided to expand and did so by adopting an aggressive strategy of buying-out its competitors. Acquisitions took place in 11 capitals, mainly in the Northeast or Brazil.
When Brazilian external debt generated a serious crisis in 1983, capital was scarce and costs high. LOCALIZA then adopted the franchising strategy, opening locations in country cities and strengthening its brand. The company substantially widened its presence within the Brazilian market and leveraged sales higher than expected.
In 1998, LOCALIZA converted its fleet rental division into a separate company, named TOTAL FLEET, a pioneer in this segment in Brazil. Today, TOTAL FLEET holds a fleet of more than 22,667 cars, and with sophisticated management and fleet control system supplies large companies with their rental needs.
In 2005, the company began offering public stock at the New Bovespa Stock Exchange.
Much of LOCALIZA’s success may be credited to its clearly customer-oriented philosophy. The fleet is new (on average 12 months old) and diversified; The Reservation Center and the Customer Assistance Service work 24/7; The attendants are always cheerful and willing to help. In addition to that, LOCALIZA offers quality programs, speedy car retrieval and return facilitated by an efficient computer system, and, most of all, competitive prices. That explains why frequent satisfaction surveys portray LOCALIZA as a truly customer-oriented company.
LOCALIZA is a world class company and has realized all crises it underwent as opportunities to grow stronger. It gazes upon the future with optimism but keeps it’s feet on the ground, which is consistent with the its roots in the state of Minas Gerais.
Today LOCALIZA has 80.000 rental cars available at more than 500 locations throughout Brasil and South America.