Enterprise Holdings has rebranded as Enterprise Mobility. The motivation behind the shift, according to an announcement, is to reflect the company’s evolution from a fleet of seven cars more than six decades ago to a global network of mobility solutions serving consumers, businesses and governments.

Chrissy Taylor, CEO, said Enterprise was founded as a car leasing business and is best known today as the world’s largest car rental provider. However, she said, “the business has evolved immensely in terms of geography, offerings and customer segments served.” Enterprise Mobility, she said, “brings together the full portfolio we have to offer as we continue to invest heavily to meet customer mobility needs today and into the future.”

With the announcement, Enterprise Mobility also launched a new visual identity and corporate purpose: “Advance the world, one journey at a time.”

All Enterprise Mobility brands, including Enterprise Rent-A-Car; National Car Rental; Alamo; Enterprise CarShare and Car Club; Enterprise Fleet Management; Enterprise Car Sales; Enterprise Truck Rental; Enterprise Flex-E-Rent; Exotic Car Collection by Enterprise; Commute with Enterprise; Subscribe with Enterprise; and Entegral will remain unchanged as offerings in its portfolio.

Established in 2009, the organization’s previous corporate brand identity, Enterprise Holdings, was created following Enterprise Rent-A-Car’s 2007 acquisition of Vanguard Car Rental Group, parent to the National Car Rental and Alamo brands.

Image: Chrissy Taylor, CEO. Enterprise Mobility