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ATL Automotive enters car rental market, to represent Enterprise brands

Published:Wednesday | August 3, 2016 | 8:00 AM
Adam Stewart, CEO of ATL Group.

Kingston and vice versa or wherever it may be," Stewart said.

Both Hertz and Avis have long operated in Jamaica, but the partnership with ATL will represent Enterprise Holdings' market entry. One of the agencies, National, previously operated in Jamaica but reportedly that was before Enterprise acquired the international brand.

"Jamaica is an important market for our customers. These new locations enable us to serve both our leisure and corporate customers at one of the top tourist destinations in the Caribbean," said Peter A. Smith, vice president of global franchising at Enterprise Holdings, in a press release on the deal with ATL.

ATL Automotive told Gleaner Business that it will be launching the rental service with four locations spanning Montego Bay and Kingston. Stewart said the locations have been carefully chosen for ease of access by both tourists and Jamaicans.

Pressed as to which of the auto brands represented by ATL Automotive would be involved in the partnership, Stewart said they will be relying on Honda.

"We'll be providing Hondas reliable, great to look at, even better to drive and offers the best resale value in the market, which is a huge factor for a rental business," he said.

"We've played home to Honda for almost 20 years, winning JD Power and Associates Best in the Caribbean awards in the process and believe it's the perfect brand".

He said ATL is still working out the cost of setting up the rental agencies, which are scheduled to begin operations around November.

neville.graham@gleanerjm.com