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ALAMO INTRODUCES NEW PERMANENT PRICING STRATEGY CALLED 'GREAT AMERICAN RATES'

 ALAMO INTRODUCES NEW PERMANENT PRICING STRATEGY
 CALLED 'GREAT AMERICAN RATES'
 FORT LAUDERDALE, Fla., April 20 /PRNewswire/ -- Alamo has become the first car rental firm to guarantee true nationwide prices valid at every U.S. rental location. First offer features precedent-setting daily rates nationwide: $15 economy car, $19 mid-size, $29 Cadillac -- the lowest car rental rate for a luxury car ever offered in the U.S.
 In a bold pricing initiative designed to jump-start the sluggish 1992 car rental market, Alamo Rent A Car today introduced a new permanent pricing strategy of history-making car rental rates available to consumers at large at every one of its U.S. rental locations.
 Alamo's new pricing -- called "Great American Rates" -- will be a permanent part of Alamo's overall rate structure, and will feature ongoing "best-value prices" designed to capture new market share and spur cost-conscious renters back into the travel market.
 Alamo President Charles D. Platt said that Alamo's new pricing strategy represents "an aggressive bid to capture additional market share in a relatively flat overall travel market.
 "It is our intention to make Alamo's 'Great American Rates' the first and last stop for cost-conscious consumers who want to save money on car rentals," said Platt. "Alamo earned its reputation as an upstart car rental company by offering the best competitive prices in the most popular markets. We're at it again."
 The company's first rate offer under the "Great American Rates" banner features two major pricing moves never-before-seen in the car rental industry. First, the industry's only true nationwide rates which are available at every rental location, and second, the lowest daily nationwide rate for a luxury car ever introduced in the industry -- $29 for a Cadillac Sedan De Ville.
 Alamo's new "Great American Rates" are the industry's only legitimate nationwide rates because they are not hampered by "non- participating locations," franchises or licensees, are not restricted to airport locations only, and are available at every one of Alamo's 102 rental offices in the U.S. from coast to coast.
 Effective immediately, consumers can choose from a "Great American Rate" of $15 a day for a fully equipped Chevy Geo Metro; $19 a day for a fully equipped mid-size such as a Buick Skylark; and $29 a day for the luxurious Cadillac Sedan De Ville -- all with unrestricted, unlimited free mileage. The only requirements are a 24-hour advance reservation, and a Saturday night stay. There are no blackout periods. Availability may be limited in certain cities. All other standard conditions apply.
 Alamo has also announced a "Great American Rate" of $67.99 a week for an economy car in Florida, and $79.99 a week for an economy car in California and Arizona. Weekly "Great American Rates" require a 5, 6 or 7 day rental, 24-hour advance reservation, and are valid for the first two weeks only. Additional weeks are higher.
 Reservations for "Great American Rates" can be made through a professional travel agent or by calling 800-GO-ALAMO and requesting Plan "U.S." Current "Great American Rates" must be booked and cars picked up by June 24, 1992. "Great American Rates" can be discounted and used in conjunction with other existing Alamo promotions. Renters must be 25 years of age.
 "Great American Rates" will be supported by a major multi-million dollar national and regional print and broadcast ad campaign slated to get underway Easter weekend.
 The nation's largest independently owned and operated car rental firm, Alamo Rent A Car, Inc. currently serves over 10 million customers annually in 38 states. Forty-five of its 102 locations are now directly on-airport and approximately 96 percent of all deplaning passengers in the U.S. pass through airports currently served by Alamo.
 -0- 4/20/92
 /CONTACT: Liz Clark of Alamo Rent A Car, 305-527-6591/ CO: Alamo Rent A Car ST: Florida IN: LEI SU:


SS-AW -- FL012 -- 9909 04/20/92 09:43 EDT
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Publication:PR Newswire
Date:Apr 20, 1992
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