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The probable effect of an ageing population on the recruitment of employees in the car rental business is examined. Fewer young people will be coming forward. Older workers and women may fill the gap but new patterns of employment may be needed: both full‐time and part‐time, job sharing and second careers. Productivity targets and insurance and pension costs may need to be adjusted but older employees, in particular, can be more disciplined and loyal and bring with them a wealth of talent and experience.