Dollar Rent A Car UAE and Oman plans to unveil its new branding at this year’s Arabian Travel Market.

Dollar will present its new logo. The team will also showcase its lineup of new vehicles and the latest models for travelers.

“We are extremely excited to unveil the new Dollar logo at the Arabian Travel Market,” said Marwan Al Mulla, general manager for Dollar UAE and Oman. “We have gone through an entire brand change, and we are so proud of the new logo. We have created new brand guidelines that will strengthen the Dollar brand, different from its competitors.”

“Surpassing customers’ expectations is sometimes a challenge in this fast-paced world,” said Dominic Hagerty, head of sales and marketing. “It’s about finding the right balance between learning what customers want and also finding things which they want before you ask you for it. It’s the only way to stay ahead of the curve, but with our new brand and technology based approach, we are confident of continued growth in 2017.”