What must a Dollar Rent A Car franchisee do before applying for a 'doing-business-as' name?

According to the 2025 Dollar Rent A Car Franchise Disclosure Document, a franchisee must first notify the franchisor before applying or filing for any fictitious or "doing-business-as" name. Furthermore, the franchisee must comply with any instructions provided by Dollar Rent A Car relating to the name. This includes instructions regarding the addition of words before or after the Dollar Rent A Car marks to reflect the franchisee's name, geographic location, or other information.

This requirement ensures that Dollar Rent A Car maintains control over its brand identity and that all franchisees operate under names that are consistent with the company's standards. It also allows Dollar Rent A Car to ensure that the franchisee's name does not infringe on any existing trademarks or create confusion in the market.

For a prospective Dollar Rent A Car franchisee, this means that you cannot simply choose any name you like for your business. You must first get approval from Dollar Rent A Car, and you may be required to make changes to your proposed name to comply with their instructions. This is a common practice in franchising, as franchisors need to protect their brand and ensure consistency across all locations.

Failure to comply with these requirements could result in a breach of the franchise agreement and potential legal action from Dollar Rent A Car. Therefore, it is important to carefully review the franchise agreement and any related documents to understand your obligations regarding trade names and service marks.