Avis Tone of Voice — Dedicated & Service

Tagline: "We Try Harder"

Industry: Car Rental

Sector: Travel & Hospitality

How Avis Communicates

Avis ties car rental to underdog effort. "We Try Harder" frames the brand around its famous admission of being number two — and therefore working harder to earn your business — dedicated, service-driven, honest. The voice is try-harder and earnest, selling extra effort as the reason to choose them, positioning Avis around one of advertising’s most beloved lines: the humble, hungry challenger who makes up for not being the biggest by simply caring more.

Tone Words

Avis's brand voice is defined by the following tone words: Dedicated, Service.

Communication Style

Language Style: Try-harder
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Avis Brand Story

Avis turned second place into an advantage with the legendary We Try Harder campaign. The challenger positioning promises extra effort and attention.

Brand Message

We work harder to earn your business

Brand Mission

Lead through innovation and service

Brand Positioning

Core Concept: Extra Effort

Central Tension: Leader vs. Challenger

About Avis

Avis Car Rental, LLC is a Global car rental company headquartered in Parsippany, New Jersey. Along with Budget Rent a Car, Budget Truck Rental and Zipcar, Avis is a unit of Avis Budget Group. Avis Budget Group operates the Avis brand in North America, South America, Europe, India, Australia, New Zealand, and South Africa. In 2011, Avis acquired Avis Europe plc, which had been a separate corporation licensing the Avis brand. Since the late 1970s, Avis has featured mainly General Motors (GM) vehicles such as Chevrolet, but today also rents other popular brands such as Ford and Toyota. Avis was the first car rental business to be located at an airport, and today is a provider to the commercial segment serving business travelers at major airports internationally, and to leisure travelers at off-airport locations. Many of the off-airport locations are franchised operations rather than company-owned and operated, as is the case with most airport locations. In January 2013, the company agreed to acquire Zipcar for $491 million.

Frequently Asked Questions About Avis

What is Avis's tone of voice?

Avis uses a dedicated, service tone of voice. Their communication is try-harder, typically using statement-style sentences in the present tense. Their tagline "We Try Harder" exemplifies this voice.

How does Avis communicate with customers?

Avis turned second place into an advantage with the legendary We Try Harder campaign. The challenger positioning promises extra effort and attention.

What is Avis's brand message?

Avis's core message: We work harder to earn your business Their mission: Lead through innovation and service

What is Avis's slogan?

Avis's slogan is "We Try Harder". It carries their dedicated, service voice.

What is Avis's mission?

Avis's mission: Lead through innovation and service

What makes Avis's brand voice unique?

Avis stands out through their dedicated, service communication style. Their central brand tension, "Leader vs. Challenger", shapes how they communicate across the Travel & Hospitality sector.

What language style does Avis use?

Avis uses try-harder language, with imaginative messaging, in statement-style sentences, using the present tense.