The Blogs: North American Jews Must Try Harder in 2026. But at What?

“We Try Harder” is the marketing slogan introduced by Avis Rental Car in 1962. It was one of the most successful marketing campaigns ever, and was supported by pins such as this made in the various languages of the countries in which Avis operated, including Israel, where it started renting cars in the 1960s.

Avis “We Try Harder” pin in Hebrew (early 1960s). From the Herzl and Zionism Collection of David Matlow, Toronto (www.herzlcollection.com). Photograph by David Matlow.

Avis was founded in 1946 by Warren E. Avis, who came up with the idea of basing car rental agencies in airports (rather than in downtown garages, which was typical at the time). Within a decade, Avis was the second-largest rental car company after Hertz.

Hertz was founded by John Hertz (1879-1961), who owned the Yellow Cab Manufacturing Company in Chicago. Hertz was born in Austria to a Jewish family and emigrated to the United States when he was five. The Hertz company became the largest rental car company through the purchase of the business of Walter L. Jacobs (1896-1985), who in 1918 started his company by purchasing and renting out a dozen Model T Fords. Hertz sold his company to General Motors in 1926, and Jacobs stayed on as an executive, ultimately serving as CEO until his retirement in 1960. Jacobs was the founder of the Douglas Gardens Jewish Home and Hospital for the Aged in Miami and the Mt. Sinai Medical Center in Miami Beach.

In its “We’re No. 2. We Try Harder” campaign, Avis was trying to differentiate itself from the bigger Hertz by declaring that since it was the underdog, it was prepared to work harder for its customers. It was being honest by admitting it wasn’t the biggest. This went against the marketing paradigm that you had to brag; in contrast, it reflected humility. The campaign was an instant hit, with Avis going from losing money to being profitable within one year, and significantly increasing its market share. Avis never did catch up to Hertz, but it did much better.

As North American Jews at the start of 2026, should we be trying harder? And if yes, trying harder at what?

Can we try harder to understand that there are different valid perspectives on Israel? That people can love Israel and fear for its safety yet have totally opposite views as to what can keep it safe? Can we try harder to work together and focus on the things that we share, rather than the things that separate us? Can we be nicer, kinder and more understanding to each other?

The Jewish people will never be the largest, except in Israel. It may not be fair that outside Israel we must try harder. But that is the reality.

Here’s hoping that 2026 is a year in which we all Try Harder, and that as a result, the year will not be as Trying nor as Hard as the last few we have lived through together.

For more treasures from the Herzl and Zionism Collection of David Matlow, which appear weekly in the Canadian Jewish News (https://thecjn.ca/) see https://herzlcollection.com/treasure-trove