TOP 10 CAR RENTAL COMPANIES BY 1994 U.S. SALES (CHART)

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Rank; Company; U.S. sales (millions); Change; 1993 ad spending (millions); Ad agency; Slogan

1 HertzPark Ridge, N.J $2,100 +21% $42 Wells Rich Greene BBDP, New York "Hertz exactly."

2 EnterpriseSt. Louis $1,850 +23% $13 Avrett, Free & Ginsberg, New York, national broadcast creative; Ally & Gargano, New York, national media buying; D'Arcy Masius Benton & Bowles, St. Louis, national print and local creative and media buying "Pick Enterprise. We'll pick you up."

3 AvisGarden City, N.Y. $1,700 +10% $14 Bates USA, New York "We try harder."

4 BudgetLisle, Ill. $1,285 +3% $15 Tracy-Locke, Dallas "The smart money is on þBudget."

5 AlamoFort Lauderdale, Fla. $1,275 +16% $33 Hal Riney & Partners, San Francisco "Where all the miles are þfree."

6 NationalMinneapolis $1,035 +15% $1 W.B. Doner & Co., Southfield, Mich.* "Green means go."

7 DollarTulsa, Okla. $560 - $8 GSD&M, Austin, Texas* "Right on the airport. þRight on the money."

8 ThriftyTulsa, Okla. $330 +7% $7 Compton Partners, Saatchi & Saat chi, New York "Historically known for þlow rates."

9 AgencySolon, Ohio $300 - $1 Adverama, Twinsburg, Ohio "Car stolen, wrecked, dis abled? We bring the car to þyou."

10 Ford dealers $236 +16% NA Various

MARKET TOTAL $12,474 +12%

Change compares sales from the same period in 1993. *New agency for 1994. Sources: Auto Rental News estimates (sales), Competitive Media Reporting (ad spending), Advertising Age

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