These advertisements for car rental companies are from Omaha, Neb. phone books from 1924 and 1926. They contain ads for Saunders Drive it Yourself System, regarded as the first car rental company in the U.S. The ads for “drive it yourself” companies exhibit the elements of modern car rental: they offer a variety of models (coupe, sedan, touring, and roadster), identify business and leisure customers, markets insurance products, and extras such as “free road service.”
Related: This Is the Oldest Car Rental Advertisement You’ll Ever See
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