The company slogan "We're No. 2, We Try Harder" was used by Avis Rent a Car System, Inc. Avis was the second-largest car rental company in the United States at the time and used this slogan in their advertising campaign in the early 1960s to differentiate themselves from the larger and more established Hertz Rent a Car. The campaign was a success and helped Avis to increase their market share by emphasizing their focus on customer service and their willingness to go the extra mile to meet their customers' needs. The slogan is still widely recognized today as an example of effective advertising and marketing