Brief History
The firm was acquired as a family business in December 1980. At the time the
business employed a staff of twenty people and had a turnover of approximately
12 million in total sales. At that time, the main business was selling fuel only,
although it was equipped to provide other services e.g. Servicing bays, tyre
sales and fitting area, Car washing bays etc.
All this was not exploited to the optimum. After take-over, a major restructure
was done. The above services were introduced progressively, starting with
minor repairs of motor vehicles, selling of tyres, batteries and other accessories.
The car hire was started in 1985 and service center in 1994 with major repairs
undertaken. Hand in hand, an aggressive marketing strategy was practiced to
increase the volume of business. Today, the company employs over 90 people.
Car Hire
The car hire division was started in 1985 with a fleet of only 4 new motor
vehicles. Aggressive marketing and provision of good, clean cars, which has
always been the motto of the company, resulted in a rapid growth in demand.
This consequently let to an increase in fleet.
By the end of 1992 the division had over 130 cars and currently holds a fleet of
over 70 cars. Today the company dominates a major part of the car hire market
with both local an international clientele and competes with other major car
rental companies. In 1991, the company introduced the rental of executive
vehicles. To date, Avenue is the only company to maintain such a service. |
