Canada: No. 1

Following the lead of its U.S. licenser, Avis Transport of Canada Ltd. still needles Hertz with its "We try harder" buttons. Avis in Canada tries so hard, in fact, that it can no longer continue its underdog promotion and bill itself as No. 2 in the auto-rental business. With gross revenues of over $17 million in 1967, Avis is now No. 1 in Canada.

Credit goes to former Air Canada Sales Promotion Manager Lawrence J. Adams, 50, who took the reins of the company in 1958, when it had a single rental location—which was losing money. Within four months, Adams had...

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