Avis's Slogans & Taglines

Avis is a dedicated champion of mobility liberation, customer-centric defiance, and the artful transformation of second-place ambition into an enduring promise of excellence, built on a revolutionary American entrepreneurial heritage that treats the transactional ritual of car rental not as a cold utility exchange, but as a vital gateway to human exploration and seamless journey. Born in 1948 when Warren Avis, an Air Force pilot frustrated by ground transportation gaps, planted the first rental counter inside an airport—an innovation that redefined travel logistics—Avis evolved from a single Detroit location into a global mobility network spanning 5,750 outposts across 165 countries. Its defining moment arrived in 1962 when Doyle Dane Bernbach crafted the counterintuitive confession "We Try Harder," transmuting the stigma of being number two into a radical covenant of service superiority that reversed a decade of losses within a year. The brand's voice has journeyed from that foundational humility through the 2012 spatial promise "It's your space," to the triumphant resurrection of its classic mantra in 2014, proving that the most durable brand positioning is not manufactured perfection, but the honest ferocity of perpetual striving.