Today Fox Rent-A-Car Inc. announced it has made major capital investments as part of a new strategy to improve the customer experience through technology.

These new business investments will impact all key areas of Fox operations, technology, marketing and customer programs, the company said.

Fox reports it is launching a new responsive design website to support growth and customer experience demands. The new website will also include the addition of multiple languages to support the growth of traffic from Latin America and Asia Pacific territories.

In addition, Fox will launch an improved mobile site for customer interaction, investing in a new telecommunications system as well as other customer experience enhancements. Some of the enhancements will relate to customer programs for Fox Rewards and the Fox corporate account programs, the company said. Fox will also be launching a new mobile platform and SMS marketing platform in addition to upgrading digital marketing tools at Fox locations and will offer new interactive tools within the shuttle fleet.

In conjunction with these new initiatives, Fox said it will raise its rates by 15% in all of its corporate stores starting July 1, the company said.

“This is the first rate increase that Fox has initiated in the past several years as it strives to stay the leader in the value segment of the car rental industry,” said Richard Wolff, CFO. “We are extremely excited about Fox’s position in the marketplace and the investments that we have made and will continue to make to enhance our customers’ experiences. Fox management believes that investing in technology is one of the keys to long term success and all departments, programs and locations are directly impacted by these new investments and initiatives."