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When I was a boy in the 1960’s, the rental car companies were on a real push to get people to rent cars. Like air travel, this was not an activity for the common man (and certainly not for women then). Less than 3% of Americans had ever rented a car. So Avis pushed their campaign, “We Try Harder,” because of their position as the Number 2 rental company, while the marketing guys at Hertz were busy trying to create reasons for more people to rent cars.