Avis ditching "We Try Harder..."

Here's another strange one for y'all -

Avis has been using the "We Try Harder" tag line for half a century - literally since before I was born...it's as strongly associated with Avis as America is with apple pie.

In a strange move Avis has announced it will be ditching one of the most successful tag lines in business history for..."It's your space."

"It's your space."

Huh?

Here's some good commentary from The Blake Project.