John Daniel Hertz / "Hertz Corporation"

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Services of taxi services as are habitual for us, as well as service of the seller in shop. The idea of journey in avto under the established tariff not seems ingenious any more. But banal it became with a wide circulation taksomashin and taxi services, and standards of autorolling business have been established and developed by American John Hertsem. This person has become history as the founder of the most successful and known transport companies. And it the first has recoloured a taxi in known firm yellow colour.

In a youth the son of poor emigrants from Europe dreamt of career of the sports journalist. The dream has not come true, and it has started to trade in cars on own money. Herts there were the independent dealer-single, as well as many in America in the first decade of 20 centuries. At that time trade in cars was risky, but on such business it was possible to earn considerable money. To not taken place reporter has carried: it has developed the business before successful and steady position of all for a year. Competitors the new dealer had a set, but only one Herts has guessed idea to offer constant clients to hand over it the old car and to find its cost at purchase of new model. Service became extremely popular - motorists were pulled to Hertsu, the quantity of second-hand cars in its garage increased. The dexterous businessman has organised them in the cheapest in the country a taxi pool!

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During this period, when has appeared Herts with the new sights at ways to earn on cars, in this area existed three kinds of business independent from each other: buying up of second-hand motor vehicles, sale new and a taxi service. Herts the first has guessed them to unite. Subsequently this idea was picked up by hundreds and thousand other businessmen, and today it is widely applied in trade under the name trade in. But in the first decades of 20 centuries advantage Hertsa before all competitors was obvious.

To Hertsa taxi services were created and functioned only for people well-founded. Motorists-private traders in large cities of America long stood idle on the ïàðêîâêàõ.Yellow Cab, appeared in 1915, has made a taxi accessible to everything, having transformed it in public transport. Owner Yellow Cab one of the first has guessed, that deficiency of parkings gives a taxi its appreciable advantage: has picked up the client, has taken, has landed - and again all the day long in movement!

Ideas Hertsa were not only rational. Besides logic, it possessed still a creative vein. One of effective advertising gimmicks Hertsa: the promise prokatit is free, if after a call passes more than ten minutes. It was risky enough, but Herts knew, on what counts. Because cars Yellow Cab really seldom were late - drivers have been well trained the business. In unusual cases when the taxi all the same was late, the company always honesty provided the promised free trip, understanding importance of this advertising effect.

Yellow Cab have caused a stir also external indicators. Henry Ford asserted, that the best cars in the world - black colour. And here on the general mourning background of city motorways there are bright yellow stains! For the clear reasons they were evident voting on sidewalk - Herts precisely has not lost, when has decided to paint the avto in canary colour. In the beginning of 20 centuries such marketing course was not simply original. It was an aggressive call, in the spirit of Leo Bernetta, an intuitive step forward to across settled concepts of advertisement makers about colour of motor vehicles. Guess owner Yellow Cab to register on the name the right of use of yellow colour, it could become the billionaire only on sale of licences to other taxi pools!

However in 1923 John Herts has dared at one more unexpected step, to its successful position simply radical - he has sold a taxi pool and has got the company which is engaged in a car rent. Differently, Herts has passed in a camp of competitors of taxi drivers. Who as not it thoroughly knowing all strong and weaknesses taksomotorov, could bring model of rolling business to perfection makes its even more attractive to clients! But also that basis on which it has started to build the new business, was very solid.

The rolling firm, attracted to owner Yellow Cab, has created chikagets Uolter Dzhekobs - the author of not less courageous idea for time. In 1918 it has started to rent cars to the people who have arrived to a city new to them. To begin with Dzhekobs has bought a dozen second-hand "Fordov". First he repaired and painted cars. In some months its motor-vehicle pool has doubled. To Chicago daily there came many people, thus city quarters have been strongly scattered, all from them is far not covered a public transport network, and the trip by a taxi cost expensively enough. The rolling company in advertising did not require such situation … Office Dzhekobsa has been overloaded for months forward. It opened branch behind branch in different cities of the country. By that moment when the Chicago businessman has received the offer on sale of the rolling company, its annual turnover has reached $1 million For enterprise Dzhekobs has received the sum, in one and a half time capitalisation exceeding it, and remained on him as a member of board of directors.

Change of the owner of the rolling company has caused name change - now it was called Hertz Drive-Yourself Corporation, and very soon this name became known to all Americans having the automobile rights. John Herts in the new business it is perspicacious has counted on two principles, which so roads to any American: discount and the standard. In the USA even multimillionaires are enraptured, if they manage to buy something at a discount. And thus Americans like, that everywhere where they were thrown by the destiny, all services and the goods would be recognised - looked the same as at home. Classical to volume an example - big-poppies. But company Hertsa has started to introduce national standards of the prices, assortment and service in autohire system during that time when anybody in the USA had no concept, what such McDonald? s. Affairs could result the American in any city of the country, and everywhere, since the airport, it was waited by rolling point Hertz Drive-Yourself with identical conditions of hire, park of cars and quotations.

Unlike Dzhekobsa, Herts offered clients only new avto. The company almost never faced idle time of cars or their deficiency. The requirement for each new party bought at factories, carefully paid off.

Before competitors Herts has planned cooperation with leading airlines: it consisted in system of discounts Fly/Drive for those who, buying air tickets, simultaneously "subscribed" for services Hertz. In such simple way hire points garantirovanno have been provided by clientele.

The airports became more and more mass reloading point in the country, and without that inclined to mobility. Orientation to these means of transportation to the big distances has prompted Hertsu one more perspective business decision. The first rolling point of its company has appeared at Chicago airport "Ìèäóýé" in 1930, and already after two years of clients Hertz on all the USA the pleasant innovation expected: now it was possible to take the car, say, at the New York airport, and to hand over - in Washington. This service is called Rent-It-Here/Leave-It-There («Take here - leave there»). Today such service is standard in all world rolling companies.

In 1933 on company Hertz, which success was obvious, has put a sight automobile giant General Motors. «Incorporated motors» Americas have bought business Hertsa the same as he for some years before has bought firm Dzhekobsa. For Hertsom in the same way there was a place in board of directors. But this time the history had other continuation.

Enterprise nature has not allowed Hertsu to be content with an armchair of the succeeding top-manager. He has conceived to supersede a tram habitual in 1930th years from streets of large American megacities and has soon based new business - bus company Omnibus Corporation. The destiny of this undertaking also was successful, but in 1953 Hertsa again has pulled in native sphere - business on hire of cars. He has redeemed at General Motors a part of actives Hertz Drive-Yourself Corporation. Soon it has changed a name on Hertz Corporation and became public.

In 1961 Hertz Corporation has for ever lost the leader and main "engine": John Herts has died. It has not simply left the prospering company, and has introduced new principles of the business developing under standards introduced by it. To the beginning of 1960th years points of hire Hertz have been opened across all United States. Americans joked: «If in your small town there is no hire Hertz, that, possibly, is not present and McDonald? s. And if so - there is a question: whether in America there is this your hole?» Branches Hertz have appeared in Canada, in the South America, in Europe. In the late seventies the company has captured Asia and Australia.

Last ten years of a life John Herts, except the basic employment for blessing Hertz Corporation, supervised over two banks, the largest Hollywood movie company Paramount Pictures and short time has stayed the adviser for transport in the Pentagon.

Today Hertz Corporation divides the world market of a car rent with two largest competitors - companies Avis and Eurocar. Motor-vehicle pool Hertz Corporation consists of 550 thousand cars, its employees annually sign more than 30 million contracts (Avis, for example, has 200 thousand cars and 15 million contracts). However, in USA Hertz it is necessary to struggle not only with Avis, but also with such companies, as Budget, Thrifty, Rent-a-Car and Dollar, initially focused on more economical clients.

Fight new field on rolling front of a steel, as one would expect, marketing technologies. In this sphere to continuers has put Hertsa it was necessary to show remarkable skill and an ingenuity to beat off attacks of the companies, aspiring to involve clients with lower prices.

Uniform national information centre Hertz in Oklahoma City which has allowed to do orders round the clock and in any point of globe has been in the early seventies created. Later hundred points of hire at the largest airports and business centres of the American and Canadian cities have been equipped by computer terminals with touch district maps: it is enough to client to concern demanded destination, and the terminal highlights an optimum route. System Instant Return allowing the manager has been developed also, armed with the pocket computer, in a few minutes to accept the car at the client hurrying on the flight.

And in the late nineties Hertz the first among competitors has started to equip cars handed over for rent with system of global positioning of corporation Magellan. Connected to own working out Hertz - to terminals of onboard navigating system NeverLost - system Magellan informs at any time the driver its exact site - together with alternative variants of journey to the planned purpose.

Certainly, similar technical innovations had been supplied far not all cars. First of all the system of global positioning was put on model so-called «a prestigious collection»: Jaguar, Volvo, Rover and Lincoln - a word, on avto all elite stamps which motorcar giant Ford Motor today owns. In its property Hertz Corporation has passed in 2001 for $710 million And in it there is a historical logic - after all Henry Ford and John Herts professed the same philosophy: to transform the car from "exclusive" into the goods of mass demand.

Based in 1923 in Chicago, the leading transnational company on car rent Hertz Corporation has today about 7000 branches and branches in more than 150 countries. The company annual turnover in 2003 has made $5,2 billion Three quarters of this sum it is necessary on a car rent share to the USA, a quarter - on a hire share in other countries of the world.