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Company: Sixt SE

Brand value: US$1,293 million

Change since 2019: -8%

Headquarter city: Pullach (near Munich), Germany

Industry: car rental company (core business)

Year formed: founded in 1912

Sixt is an international car rental service recognizable by its black-and-orange logo and its bold tongue-in-cheek 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 – and its low prices. In the past year, Sixt has withdrawn from a car-sharing service with BMW called DriveNow, and has launched its own service, Sixt Share, which offers quality cars at low prices. The brand has also launched the ride-sharing service Sixt Ride and has announced €100 million in investment to further develop new mobility services. Projects so far include a pilot at airports for digital self-service rentals. Sixt advertising often takes an amusing look at events in the news; the brand is unafraid to poke fun at politicians and uses wordplay to attract attention and share a joke with consumers.