At the time the fleet consisted of such old time favourites as Volkswagen Beetles and Type 3s, Vauxhall Vivas and Victors, and Hillman Avengers, and a daily rate was £1 7s 6d with a 4d/mile surcharge. Swift promotion saw Dyer become district manager, first of Avis's south west region between 1972/73, and then of the London and south east region.
In 1978 he became UK operations director, a post he held until appointed country manager in 1983, while the following year he moved to Avis Europe to head Avis Lease and Fleet Management (subsequently sold to GE Capital) and oversee the fleet and operations roles of Avis's rental businesses in some of the smaller European markets. March 1987 saw Dyer return to UK responsibilities as managing director of Avis Rent A Car, where he stayed until 1996 when he was appointed Avis Europe vice-president fleet and operations.
As for the future, Dyer, 57, promised that this would be a proper retirement with more time to spend with his family and practising golf. He will be replaced as Avis Europe's vice-president of fleet and operations by Jurgen Licht.