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But the outcome is far from a sure thing. Enterprise executives say their deep network of relationships in the replacement market and the company's service-focused culture will help it prevail. "Competition isn't a bad thing," says Jim Runnels, senior vice president of rental at Enterprise. "I've seen a lot of companies come and go. One of the reasons we've done as well as we have is that customer service has been our primary focus, and that isn't something that just happens. You have to work very hard at that." Clearly, Hertz doesn't have an easy road ahead.