Avis Baker Allen

Avis Baker Allen (1916-2007) was an American entrepreneur and businesswoman who co-founded Avis Rent A Car System with her husband Warren E. Allen in 1946. Starting with a single location at Detroit's Willow Run Airport, the Allens built their enterprise based on innovative customer service practices and the revolutionary slogan 'We Try Harder'—which became one of the most recognizable advertising campaigns in business history. Avis's business model emphasized quality service, well-maintained vehicles, and treating customers as valued individuals rather than mere transactions. The company grew to become one of the largest car rental companies in the world, with locations across North America and internationally. Avis Baker Allen's entrepreneurial spirit and business acumen were instrumental in scaling the company from a small operation to an industry leader. The Avis company name itself became synonymous with the couple's pioneering work, eventually becoming so iconic that the entire car rental brand is now primarily associated with the company rather than the founder's first name. Her success in the male-dominated business world of the mid-20th century made her a notable female entrepreneur.