UK car hire leaders, Avis, has been named best car rental company at the 2010 Top Brands Awards hosted by the Sunday Times. This is the seventh time in as many years that Avis has been named number one. Wayne Duvenage, the company’s chief executive, said that winning a Top Brands Award was particularly meaningful because they are voted for by the customer.

He added that he felt extremely humbled that Avis was picking up the award for the seventh consecutive year. As well as asking customers which brands they feel are worthy of the accolade, Top Brands also asks TNS Research Survey to interview some 3500 consumers both in the cities and in rural areas to gauge their opinions.

A survey is also conducted involving 400 business leaders who are able to talk about how well certain brands serve them in a business capacity. According to Duvenage, Avis has been able to provide exactly what its customers’ expect from a car hire firm over the past four decades because it stands by its opinions that people should always come before the cars and Avis will constantly strive to try harder.

Duvenage pointed out that Avis also conducts a Customer Service Index (CSI) which uses an external organisation to interview 3000 Avis customers every month. The results of this survey are used to see how customers are reacting to service levels and products throughout the Avis business.

In the past year Avis has managed to hit a record score of 89.8 three times on its CSI. However,┬áDuvenage says he will not become complacent about Avis’ number one position in the rental market.