The 2010 FIFA World Cup in South Africa was by and large disappointing for the car hire industry. However, for Avis, the African odyssey was an unqualified success, largely due to their heavy investment in the local culture and research into the potential traveller, with consultations with previous World Cup holding nations proving highly beneficial.

Avis was able to enjoy significant growth, well in excess of the average, for the tournament and as compared to the same period last year. They did this, said chief executive Wayne Duvenage, through a strategy of preparedness which encompassed consistent projections and planning, in addition to embracing the period as a true South African brand.

Like most other operators, the lead up to the event was slower than anticipated, but Avis knew the rush would come closer to kick-off. Through talks with their German colleagues, who were successful in the last World Cup, Avis South Africa capitalised on the growing momentum through effective utilisation of their fleet, in sharp contrast to many local organisations that had stacked their fleets in the months before the event only to be forced into defleeting as demand wavered.

Duvenage said one of the key learning’s from their German cousins was not to overestimate demand, and not to see match locations as tourist destinations in their own right. He added that while Avis had benefitted from being a provider of rentals to FIFA, it was in the end the fans that enabled them to record 200 per cent growth for the event period.