This hue is inspired by the bold red that defines Avis’s long-standing identity—a strong, decisive shade chosen to communicate confidence and efficiency. Introduced during mid-century branding updates and immortalized by the iconic “We Try Harder” campaign of 1962, the color became a visual rallying cry for the #2 rental car company challenging industry leader Hertz. Avis red signals fast service, determination, and a scrappy commitment to customer satisfaction—a color that doesn’t just identify the brand, but embodies its competitive spirit and promise of premium care earned through extra effort.