Enterprise's Ajar Brand Spurs Expansion into Middle East
Saudi Arabia is one of the fastest-growing markets on earth, and Enterprise Holdings is getting in the mix by teaming with the Al Jomaih Group to launch a new brand in the region called Al Jomaih Auto Rental (Ajar) in 2015.
According to Enterprise, the partners will open branches of the new Ajar car rental brand at major airports and in city and community locations. The new franchises will begin popping up across Saudi Arabia and throughout the Arabian Peninsula in 2015.
The company will be operating several different brands in the Middle East, including Enterprise-Rent-A-Car, National Car Rental, Alamo Rent A Car and the new Ajar brand. Enterprise will also sub franchise brands in the United Arab Emirates, Bahrain, Kuwait, Oman, Qatar, Jordan and Lebanon.
As for The Al Jomaih Group credentials getting into the car rental industry, the company was founded in 1936 and boasts over 7,000 employees. The business is considered by many locals to be a leader in the consumer, commercial and industrial sectors of Saudi Arabia.
Al Jomaih Group CEO, Ibrahim M. Abdulaziz Al Jomaih, released a statement about the pairing:
“There is tremendous potential in bringing together the strengths and commitment of the world’s largest car hire company, Enterprise, with one of the largest and most successful businesses in Saudi Arabia. The Al Jomaih Group has grown through partnership with global brands that are renowned for innovation, quality and customer care. Our vision is to create an outstanding car hire business in Saudi Arabia, the wider Gulf and Levant by applying the same commitment to service and detailed knowledge of our local market that has enabled us to flourish in other areas.”
While Al Jomaih Group’s relationships with some of the biggest international brands have helped bring companies like General Motors, Shell and Pepsi to Saudi Arabia, it is Al Jomaih Automotive—the largest General Motors dealer in the Middle East—that laid the groundwork for the jump to the car rental industry.
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