Reaching the impressive milestone of 30years signalled time to change. The Franchise Company is excited to announce the launch of the RaD Care Hire signage rebrand & look forward to providing another 30years of exceptional customer service and reliable well priced vehicles to its customers.
Rent a Dent has been a kiwi household name for the past 29 years and as they turn 30 in 2017 big changes are taking place.
Rent a Dent has been a real family business from the start. Founded by Denis Hansen in 1987, it’s now run by his son Dean. ‘My first job as a nipper was cleaning the cars, then I joined the company full-time in 1999,’ Dean recalls. I learned the business from the ground up, then managed the Auckland Airport Rent a Dent office for ten years. I spent three years away getting experience elsewhere, but now I’m back running the show and it’s like coming home.’
Rent a Dent began life when Denis saw an opening for a car hire business in Tauranga. He was stuck for a good name when my 8-year-old sister Tami suggested ‘rent a dent.’ From the back seat of a Datsun 120Y. The joke stuck, and we are so well-recognised because of it.
The old adage of satisfying your customers is ‘under promise and over deliver’, and Rent a Dent certainly does that. Far from offering old cars, we provide new and late model, pre-owned quality rental vehicles. They are pretty much what you would get from a big international firm but at much lower rates. In addition, because all our outlets are owner-operated, all our franchisees give absolute top-notch service that comes from having a vested interest in their own business.
Rent a Dent started franchising in 1992 and within about six years had the country covered with 24 branches. ‘We must have got something right, because our Wellington franchisee is still there 24 years on. Generally, our franchisees have stayed with us for 10 to 15 years, and I think that speaks volumes for the franchise’s systems and the overall culture of the business. It’s an enjoyable industry that delivers results.’
The company has had plenty of time to analyse its success, and Dean says that the reason so many customers return time and again is because it is a locally-owned New Zealand company offering great vehicles, great rates and great service. People are becoming more aware of the consequences of corporate and overseas operators and don’t like to see profits simply flowing overseas, the big players and internationally owned and now the majority of tare2 rental companies are owned by those big players. Customers know we are local to New Zealand and our franchisees are local to their particular town and region, and they see us re-investing within our community through sports groups and local clubs. Nationally we currently give away 3 scholarships to Outward Bound each year and are supporting the Ronald McDonald House Charities with cars for families to use in Auckland City.
Dean isn’t prepared to change a winning formula, but has introduced some initiatives to refresh the brand and enhance its personality. ‘For example, we’re introducing RaD Discounts affiliated with Entertainment for all our customers which will give them discounts at over 3000 venues throughout New Zealand and Australia: restaurants, hotels, tourist attractions, etc. That appeals to both our regular domestic and international visitor markets, and is unique to Rent a Dent. We’re also expanding our internet presence so you can easily make a booking from anywhere in the world from all devices.
Dean is confident that this and other elements of the new marketing strategy with RaD Car Hire will reap benefits both for his franchisees and the company. ‘I think it will set us up very strongly for the coming years. We’re proud of who we are and we’re stating our unique offer very clearly:
RaD Car Hire “Pay Less, Experience More”.
A good business depends on a regular flow of good ideas and Rent a Dent has made a virtue of ensuring everyone in the franchise has a voice, says Dean. ‘We have a regionally-based advisory council made up of our franchisees that meets regularly and takes on board every idea that is presented. Our desire is that all our franchisees are equally successful and one thing we have learned is that every region is unique. What works well in one area may not work in another, so you look to find and share ideas to help everyone grow
Now cover 3 locations in Queensland Australia (Brisbane, Gold Coast and the Sunshine Coast) Dean is looking to expand into Sydney, NSW and Melbourne, VIC with RaD Car Hire. Any interest in these areas or any other International locations Dean says make contact with him to discuss.