57 Anuário Yearbook ABLA 2014 In summary, high interest rates, volatile depreciation, small-scale business, and a highly competitivemarket have created a fragmented industry. That is not to say it is a good or bad things, but it is a fact. This fragmentationwas caused by all the facts mentioned here and questionable profitability in a country of continental dimensions with more than 5,500municipalities. The car rental business is in need of better profitability. Only a fewplayers have stoodout in this regard. Profitability is important because it is vital to the quality of services, the quality of the fleet, to the quality of remuneration, to the quality and motivation of the staff, to promotion of the business in the media, to investment in installations and systems. Without the required return there is a natural impact on the quality of the operation with negative implications for consumers. An industry is considered strong and vigorous when it is profitable. Profit is the raison d’être of a company. We may call profit the thermometer of any business, the coefficientmeasuring theefficiencyof agroupof employees or an entrepreneur. It is the return on capital, labor and risks involved. Without profit there is motivation for the entrepreneur or the staff. Profit is the oxygen an organization needs. It makes dreams come true for the people involved in the venture. Profit is remuneration for managing the business. Profit is the foundation of success. Profit is the guarantee that an organization will continue. Profit is the satisfaction of a job done. If we want to be part of a car rental business that is strong and recognized, we need to pursue profit. It will be crucial in how automakers, banks, financial institutions, suppliers, the media, customers, employees and society will look at us.
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