SIXT

Company: Sixt AG

Brand value: US$1,413 million

Change since 2018: NEW ENTRY!

Headquarter city: Pullach (near Munich)

Category: Car Rental

Year formed: 1912

Sixt is an international car rental service recognizable by its bold black-and-orange logo and its often-daring advertising. In Germany, where it is the market leader, the brand is mainly used for business rentals and promotes the high quality of its fleet – mostly cars of German origin. It has around 2,200 collection stations, and most bookings are made online. Sixt was part of a car-sharing joint venture with BMW called DriveNow, but it withdrew from the partnership when BMW and Mercedes-Benz opened up talks on joining rival service car2go. Sixt has announced a €100 million investment in new mobility services in the coming years; it is already piloting digital self-service rentals at airports. Sixt advertising often pokes fun at events in the news; when a German government minister had her car stolen on a trip to Spain, Sixt billboards shouted “There’s Sixt in Alicante! From €29 per day incl. theft insurance”.