What’s the difference between Europcar and Keddy car hire in the UK?

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What is the difference between Europcar and Keddy car hire?
Keddy car hire is significantly cheaper than Europcar for the same vehicle. It appears Keddy is a branch of Europcar, so what is the catch?
Will iCarHire insurance cover the excess for Keddy? Do I need to buy any extra insurance?
Keddy car hire is significantly cheaper than Europcar for the same vehicle. It appears Keddy is a branch of Europcar, so what is the catch?
Will iCarHire insurance cover the excess for Keddy? Do I need to buy any extra insurance?
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Keddy providing great low rates to travelers around the world. Keddy car rental is a specialized product directed exclusively to travel agents, brokers, and tour operators. The division operates in more than 145 countries throughout the world, and supplies an identical fleet to that of Europcar itself.