Enterprise Holdings has switched to using Enterprise Mobility as its new corporate brand identity.

Enterprise Mobility president and CEO Chrissy Taylor.

The new branding follows on the heels of a record fiscal year and is intended to better reflect its broader ambitions in the mobility space.

The company is aligning its full portfolio of offerings – including car rental, fleet management, flexible vehicle hire, carsharing, vanpooling, car sales, truck rental, vehicle subscription, luxury rental, technology solutions and more – under the new name.

Enterprise Mobility president and CEO Chrissy Taylor said: “Since day one, we’ve been inspired by a bold idea: creating better experiences for how the world moves. This marks the beginning of our next chapter, reinforcing our 90,000-strong global team’s commitment to deliver exceptional service for partners, customers and neighbours – innovating with intention to meet their ever-changing needs.”

All Enterprise Mobility brands – including Enterprise Rent-A-Car, National Car Rental, and Alamo – will remain unchanged as key offerings in its portfolio.

The shift has been motivated to reflect the business evolution from a fleet of seven cars, more than six decades ago, to a global network of mobility solutions serving consumers, businesses and governments.

The organisation’s previous Enterprise Holdings corporate brand identity was created following Enterprise Rent-A-Car’s 2007 acquisition of Vanguard Car Rental Group, parent to the National Car Rental and Alamo brands.

“We were founded as a car leasing business and are best known today as the world’s largest car rental provider. Yet, the business has evolved immensely in terms of geography, offerings and customer segments served,” said Taylor. “Enterprise Mobility brings together the full portfolio we have to offer as we continue to invest heavily to meet customer mobility needs today and into the future.”

The new branding is backed by a new visual identity, which pays homage to the iconic dual parallel lines in the Executive Leasing logo from 1965. Enterprise has also adopted a new corporate purpose: ‘Advance the world, one journey at a time’.

“More than just an ‘e’, Enterprise Mobility embodies the incredible journey of our business, both where we come from and where we are going,” added Taylor.