Celebrating 60 |1988 -1997: Expansion – Company expands internationally into Canada and Europe

3.9.17.TBT 1988.1997To celebrate Enterprise Holdings’ 60th anniversary, we’re taking a look back at some of the company’s key milestones over the last six decades.

With a newly adopted name that clearly reflected the predominant role of the neighborhood rental business, Enterprise Rent-A-Car launched an unprecedented era of expansion during its fourth decade. The company successfully applied and adapted its proven business model in new markets like Hawaii, Canada and Great Britain.

Fueled by its first national advertising campaign and the message, “There are better-known car rental companies than Enterprise, but none that know their customers better,” U.S. growth exploded. The number of locations and units in service multiplied – and the company was recognized as the largest rental car company in America.

Here are some highlights from this decade.


-Over 300 offices throughout the U.S.


-Annual revenue surpasses $500 million

-500th office opens

-Company changes name to Enterprise Rent-A-Car

-First national advertising campaign launches in U.S.


-More than 100,000 vehicles in combined rental and lease fleet

-Total assets top $1 billion

-Now-famous wrapped car trademark introduced


-1,000th office opens

-Enterprise moves up to 150th largest private company in U.S.


-Annual revenue exceeds $1 billion; total assets surpass $1.5 billion


-Over 200,000 vehicles in combined fleet

-1,500th office opens

-First International office opens in Windsor, Canada

-Enterprise expands in Canada


-Annual revenue passes $1.5 billion; total assets top $3 billion

-Company recognized as largest car rental company in America in fleet size and locations

-Enterprise ranks as 56th largest private company in U.S.

-First European rental office opens in Reading, England

-Operations begin in Hawaii and Southeast England


-Over 300,000 vehicles in combined fleet

-More than 2,000 offices

-Annual revenue surpasses $2 billion

-Enterprise headquarters moves to company-owned 22-acre Clayton Corporate Park

-First airport rental location opens at Denver International Airport


-Annual revenue passes $3 billion; total assets top $5.5 billion

-Enterprise expands throughout England


-Combined fleet exceeds 400,000 vehicles

-Over 3,000 offices

-First offices in Germany and Ireland open