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In a bid to stay on top of car rental trends, car rental company has released its newest car rental category, “Loyalty”.

Carrentals CEO Kevin Tugwell told Engadgit that it is a way for the company to continue to differentiate itself from its competitors and increase its customer base.

Tugwell says the company is also aiming to offer better value for the customers, with the goal of making the loyalty program more attractive and rewarding for the customer.

He says the loyalty category will be in place for three years, with a new car rental service launching every three months.

Togwell says it is important for the brand to keep up with the changing needs of its customers.

He said:We have to be aware that the car rental market is changing and our customers are going to be much more diverse than we are.