Satisfactory

They kept pushing us to rent more expensive cars.

Eurocar is relatively cost-effective among car rental companies. The car condition is good, and being a chain company, it provides a reliable service. They don’t have hidden fees or unreasonable deposit charges like smaller companies. Reminder to read the terms carefully. In Europe, Eurocar is recommended over Avis as it's cheaper while maintaining quality. For the wealthy, any choice is fine.

Like: Pleasantly surprised by how helpful the Europcar office staff were with limited upsell.
Dislike: I got slightly confused at Heathrow T2 over which bus stop to use for the shuttle - some better signage that can be seen at a distance would help.

Like: Well priced for size of car, well known rental company, quite a simple process overall.
Dislike: Car booked was a Skoda Superb or similar, which is quite a large car. Car issued was a Skoda Octavia, which is the next size down.