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Enterprise provides £1.1 million boost for Reading

The Business Magazine article image for: Enterprise provides £1.1 million boost for Reading
25 April 2022

Enterprise, the world’s largest mobility and vehicle rental business, has invested more than £1.1 million in relocating and upgrading two branches in Reading - the town where the company first opened for business in the United Kingdom in 1994.

This will create six new jobs and help local companies and travellers access a wide range of vehicles for both business and leisure trips.

Enterprise is more than tripling its vehicle capacity in the town, expanding its fleet to a wider range of cars and vans. The new premises will also enable the company to increase its car club offering, which provides 24/7 on-demand vehicles.

The investment enhances two of the company’s three locations in the town. It includes the new flagship branch on the Basingstoke Road, which replaces Enterprise’s first branch which was on Boulton Road, and a new outlet to the West of the city on Cow Lane.

Enterprise also has a store at the Q-Park in Chatham Place that serves the city centre and the railway station.

The upgrade to the two Reading branches is in response to rapid growth in demand for rental and mobility, from local businesses, residents and visitors to the town. It reflects the vibrant economy in the area.

The investment has already resulted in the creation of six new positions including roles on Enterprise’s award-winning graduate Management Training Program. Further hires are planned later this year.

Jeven Wright, who joined Enterprise as an intern four years ago, was promoted to branch manager at Basingstoke Road following the relocation.

"This is my first branch manager position, and I am really excited at the prospect of growing the team and our customer base," he said.

"We’re now closer to all the businesses in this part of town and we have much more space for vehicles and customers, whether they need transport for a business trip or for the weekend.

"We have already added many vehicles, including electric plug-in hybrids, and we are expecting further expansion in our fleet over the summer.”

Enterprise opened its first UK branch in Reading in 1994, the first outside of North America. Already the largest vehicle rental business in North America, the Reading branch marked the beginning of a vision to build a new type of rental mobility business across Europe, centred on serving local travel needs in the heart of the community alongside an airport presence.

Adam Lovelock, who serves as vice president of operations for Enterprise in the Southeast, joined the management training program in 2002 when the company was expanding rapidly in the UK.

"Rental is now central to everyday mobility in the UK as people and businesses search for more sustainable ways of driving a car," he said.

"This major development in Reading, where we opened our first UK branch, is part of a multimillion-pound investment that has continued throughout Covid.

"Our aim is to build a branch network for the future that supports local people and businesses and helps communities to reduce emissions and congestion and improve air quality by giving people access to modern low emission vehicles."

Since 1994, Enterprise has expanded to more than 450 locations across the whole of the UK and employs more than 5,000 people.

In the UK, Enterprise is now closer to customers than ever before. It has vehicles located within 10 miles of 94 per cent of the population – and within five miles of 80 per cent of Britons.


Peter Davison is deputy editor of The Business Magazine. He has spent his life in journalism – doing work experience in newsrooms in and around Bristol while still at school, and landing his first job on a local newspaper aged 19. By 28 he was the youngest newspaper editor in the country.

An early advocate of online news, he spent the first years of the 2000s telling his bosses that the internet posed both the biggest opportunity and greatest threat to the newspaper industry and the art of journalism. He was right on both counts.

Since 2006 he has enjoyed a career as a freelance journalist. He lives in rural Wiltshire with one wife, two children, and three cats.

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