Grace Villamayor

Director — Sales & Marketing, Hertz International, Miami, Florida

Grace Villamayor is passionate about Latin America and a champion for great marketing in the region. She attributes that passion to her native Buenos Aires and her fighting spirit to growing up in New York. Her role at Hertz International in Miami easily allows her to use both aspects of her personality to advantage, although it often leaves her domestic U.S. co-workers shaking their heads in wonder.

“It is such a dynamic continent! And it is all about relationship. It presents a very different canvas for doing business,” says Villamayor.

Hertz has a long history in Latin America; it was the first car rental company in the region with a 1918 start. Despite the longevity, Grace Villamayor sees inconsistencies in the region which she is trying to overcome — with a vengance. The Latin American, Caribbean and Mexico region for Hertz is comprised mostly of licensee locations rather than corporate ones. As a result, the rental experience is not consistent with the U.S., Europe and Asia. For example, few locations other than Brazil or Puerto Rico offer #1Club Service or a wide variety of car types, particularly in the luxury segment.

However, she must insure that Hertz provides the right experience for renters in the region, and does so without the benefit of big budgets. She recognizes that car rental in the region is seen as a commodity; it is not yet attached to an emotional experience that can shape a journey like renting a classic Mustang convertible in Miami or impressing a potential client with a Jaguar or a Hummer.

“Nonetheless, the world is flatter and people travel more,” sighs Villamayor. Her strategy is two fold: create standards across the world for licensees in terms of displays, branding, uniforms, and basic services, and also get Latin customers to try the premium services when they travel and ask for them back home. As a result, she is doing some creative advertising, particularly in print, by partnering with both licensees and travel leaders like American Airlines.

“I am committed to the brand idea and I care about the customer,” says Villamayor. “I believe the vision, but I do get passionate and I do get angry. And I take action. We are a big multinational corporation, but I still feel I must fight for what will work best in Latin America if we are going to be the first choice brand for vehicle rental.”

So how are her strategies working? Villamayor admits, “In today’s global economy, the my region is a beacon of light for Hertz; we are growing in double-digits. It’s a good time for Latin America. However, of the 400 million people throughout the region, only a fraction travels. Of those who rent cars, most travel inter-regionally, in the U.S. and in Europe. In fact, 80% rent our cars in the U.S. Yet it is still a growing market.” And there is no doubt that Grace Villamayor will capitalize on that growth in the years to come. Contact: gvillamayor@hertz.com

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