IMPERIAL Holdings will operate the National Car Rental and Alamo Rent a Car brands in SA, effective April 1, 2008. This is a result of Europcar, a partner of Imperial Holdings, buying the National Alamo brand in Europe last week. Combined Motor Holdings the current operator of the National Alamo brand, will represent it in SA until March 31, 2008.
The National Alamo brand will now fall within the Imperial Holdings group alongside Imperial Car Rental, Tempest/Sixt and Europcar.
Newly branded, First Car Rental (previously National Alamo) will continue serving its client base under the new brand despite Imperial taking the National Alamo brand, said Bruce Barritt, md First Car Rental.
