Sixt takes over NYC’s 6th Avenue

Sixt paraded brand new Cadillacs down 6th Avenue to celebrate the opening of its first NYC branch.

Sixt is one of the world’s best known and loved car rental franchises. So, to mark the opening of its much-anticipated New York City branch, the company wanted to celebrate in style and decided to take over the city’s iconic 6th Avenue for a day.

Sixt Avenue, as it was temporarily renamed, hosted a fleet of premium Cadillacs that cruised along the street, showing potential customers the calibre of cars on offer at the new opening. Brand ambassadors also stopped the cars regularly and jumped out to surprise passers-by with discounts, freebies and other surprises, as well as spending time talking to NYC’s residents about how a Sixt vehicle hire could benefit them.

Sixt’s USA operations have grown in recent years and the country is home to 53 of the franchise’s 4,000 global locations. The company is known for its bold advertising style and its hoped that by launching it in the USA, with the ‘Sixt Avenue’ parade, it will increase its presence within the country.

Daniel Florence, COO of Sixt USA, said:

"Millions who love the Sixt brand in Europe have asked when we'd be rolling out our well-known advertising style here in the America. Until now, we've been focused on quietly growing the company and building out our national network. The opening of our first branch in New York City created the perfect opportunity to turn up the volume, giving Americans a taste of who we are and what they can expect as new Sixt branches debut almost every month.”

He also thanked Cadillac for its partnership with the company, as its iconic range of all-American vehicles is sure to pull in plenty of interested customers.