Research (link to Wiki) and discussion, about the Sixt Brand and Sixt Marketing.
Understanding a companies brand, the value that it has and what costumers associate with it, is an important part of analyzing a business.
Observing the companies marketing campaigns and its quality and effectiveness can help us project the ease with which the business can attract new costumers and retain current ones.
Sixt is a strong modern brand that is associated with a high level of service and the great costumer centricity that Sixt stands for. (Based on my own and friends & family assessments, samplesize approx. 10, we could try to find a study to quantify what more costumers think about Sixt)
Sixt marketing campaign are snappy, a bit aggressive/brave and funny as they often make fun of politicians or other events.
They are well made an contribute to Sixt success.
I am always having an eye on the social channels of companies mainly Instagram and Tiktok because this is key to winning over younger generations and generating large reach in my opinion with compounding effects over time. (Important for b2c companies not b2b)
I think Sixt Instagram and TikTok (German) channels are well made and are gearing towards the new generation.
I think they have been improving recently which increases my confidence in Sixt a bit.
Valuation Note:
I associate good marketing/branding and therefore higher confidence with a higher price target but unfortunately it is impossible to perfectly quantify the impact. This is because every company is different and we cannot perfectly quantify the strength of Sixt in marketing/branding or the importance that marketing/branding has for Sixt specifically.
If I had to guess Sixts strong marketing is increasing the multiple I am willing to put on Sixts P/E by 2-3 and good social media is a part of that and contributes 0.5-0.75 currently.
The values could change e.g. in the case that Sixt would go viral.
Note: Contributions to P/E multiple can also be negative if an department is doing badly.
Over time we would want to synchronize our assessment of marketing strength with growth rates of a company. Ultimately it would be cool to develop an understanding (educated guess) how much Sixt brand and marketing contributed to growth every year everything else being equal. (I would say It’s probably in the low to mid single digits - fairly uneducated guess based on revenue growth rates of last years excluding covid impact)
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- Apparently, Sixt is still using political motifs in its advertisements.
- A recent advertisement features the Green Party’s federal executive committee members; Ricarda Lang, Omid Nouripour and Robert Habeck, who recently resigned following defeats in Saxony, Thuringia and Brandenburg.
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As always, Sixt doesn’t miss an opportunity to capitalize on political developments in Germany in its marketing.
Haha yeah saw this as well and liked it.
A friend also forwarded it to me which is a good sign that people see & share it.
Good indication that this part of their marketing department runs snappy and well.
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I=5, July 22,2025
Sixt Partners with Delta to Offer SkyMiles Members Miles on Car Rentals
- Sixt partnered with Delta Airlines, enabling Delta Airlines SkyMiles members to earn and redeem miles on Sixt Rentals Worldwide.
- SkyMiles members will earn 2 SkyMiles for every US-dollar they spend on the rental price.
- Business Insider estimates that Delta SkyMiles has over 120 miles members.
- Hertz and Delta Airlines have a similar program that offers 5-8 Skymiles for every US-dollar spent on rental price.
- Avis has partnership US airline companies that offer 50 miles per day’s rental.
Assessment
While Sixt’s competitors offer similar partnerships, this marks the first deep-integration deal Sixt has secured with a major U.S. legacy airline. It should support Sixt’s continued expansion in the U.S. market.
I=4
Sixt’s ad campaign promoting its subscription business went viral
In 2024, Ralf Schumacher starred in a highly memorable ad for wirkaufendeinauto.de. He appeared unexpectedly, wearing an eye-catching orange sweater, and asked a surprised driver, “Want to know how much your car is worth?”. The simple, repetitive setup struck a chord across German media and social platforms, earning cult status and sparking widespread mockery and memes.
In July 2025, Sixt ran a parody of Schumacher’s campaign using her ex-wife Cora in his place. Sixt’s campaign promoting its subscription business also went viral. It garnered over 7 million views and 157,000 likes in less than 24 hours.
I=3
Sixt turns competitor bad reviews into AI-powered horror campaigns ahead of Halloween
I=4
Sixt launched a new motif to promote its used-car platform
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The motif features former FDP leader Christian Lindner who was recently appointed as Vice Chairman of the Board at Autoland, a used-car platform.
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The campaign was developed entirely in-house this time, without the usual agency Jung von Matt and will only be used on LinkedIn.
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Sixt said it achieved an organic reach of over 100,000 impressions within the target group in the DACH region alone within 24 hours.
