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The brand, which merged with National Car Rental and Alamo Rent A Car last year, is launching a marketing drive to support the impending relaunch.

The activity, including advertising and direct work, is intended to establish the brand as the leader in the UK car- and van-rental market.

The company will also promote its vans and flexible services for weekend and short-term rentals.

The relaunch will be overseen by former Premier Inn marketer Catriona Lougher, who joined the company as consumer marketing director last week.

Europcar's combined pool of 60,000 vehicles is the biggest rental fleet in Britain.