Maltby, who left Avis in October, added: 'Despite enjoying retirement, what tempted me back was the fact that there was still the chance of a challenge, and I thought it was one I would relish.' He believes that daily rental companies have to bring in new services to create new areas of profit.
He said: 'Everyone is working to get rental rates up because it has got to the point where they are not even keeping up with inflation. If you look at the price as it should be had it kept pace with inflation, it should be 50% higher for each vehicle. However, you have to depend on the quality of your staff, and that is where the customer benefits. I believe clients are prepared to pay for good service. If you are working closely with customers and offering them what they want, then price becomes less of a factor.'