SIXT Car Rental Stands Out Against the Rest in First US Campaign

SIXT, one of the leading global mobility providers, announces the launch of its new integrated marketing campaign in the United States. Entitled 'Rent-THE-Car,' the campaign leans into the premium experience and superior fleet SIXT offers its customers when compared to typical Rent-A-Car services. SIXT has long been known for its impressive airport and out-of-home campaigns at all the major travel hubs in Europe. For the first time in its almost 12-year history in the United States, the brand is now committing to a larger advertising spend and much more comprehensive campaign as opposed to targeted programs in the past. 

Catchy and provocative advertising has always been a staple of the SIXT brand, and the company is finally bringing that tradition to the US, the world’s largest car rental market and the largest individual market for SIXT. With launching its advertising in the US, the company is challenging the 'a' in the 'Rent-A-Car' category by being the first 'Rent-THE-Car' brand with its newest campaign of the same name. The campaign, created in partnership with GUT Miami, a full-service, award-winning independent ad agency, highlights how uninspiring car rental processes in general can be and that it can be found in the category name: Rent-A-Car. By creating the 'Rent-THE-Car' campaign concept, GUT helped SIXT demonstrate how the brand is different: Exciting its customers with a premium rental experience and offering a large premium fleet. The 'Rent-THE-Car' campaign ultimately highlights how SIXT wants to be the brand that stands against the 'A' in 'Rent-A-Car', because when customers rent with SIXT, they don’t have to just rent A car, but they can rent THE car. 

In the coming months, the campaign will run across TV, digital and out-of-home. The ads will exclusively feature BMW vehicles as one of the important OEM partners for SIXT. 

“The general rent a car experience in the US is quite ordinary and not very exciting to the customer. The campaign is a great opportunity for SIXT to showcase how we are different, and it starts with renting THE car,” said Tom Kennedy, President of SIXT in the US.

“Our new campaign backs the growth course of SIXT in the U.S. and leans into how we intend to lead the premium segment from the East to the West Coast. By renting with SIXT, customers get THE car with the best premium experience the industry has to offer,” said Konstantin Sixt, co-CEO of SIXT.

“It’s a huge honour to be working with SIXT, especially to be trusted to help them with their first nationwide campaign in the US,” said GUT co-founder and creative chairman Anselmo Ramos. “I’ve been a huge fan of their work in Europe by Jung von Matt, so to now be working with them for their US launch is a dream. We can’t wait to show everyone how we’ll be marketing this amazing brand to the US.”

SIXT has continuously expanded its market presence in the US and is now located in 38 of the top 50 airport markets. The company plans to continue its expansion and bring its premium product and customer service to travellers throughout the country. Customers are encouraged to download the SIXT app and use the new Mobile Checkout service which is now available in over 30 airport locations.

SIXT is heading for a record year as the company saw the strongest results in its history in the third quarter of 2022. Consolidated revenue after nine months rose by more than 40% compared to the same period in the previous year, and the company is seeing strong growth in all regions as demand remains high. In North America specifically, revenue was up more than 60% in the first nine months of this year.