Domain question - added "s" at the end.

I'm trying to find some good advice on the following scenario:

I have a domain name xxxcarrentals, registered 1 month ago, now someone else owns the domain xxxcarrental, registered 2 months ago.

Unfortunately the other guy got his site up faster and is already ranked #1 on Google, there's virtually no competition for the keywords so that happened rather quickly.

Now I'd like to know, is it even worth it putting my site up (which has massive amounts of better written content) with that added "s" at the end or will that be counter productive and I should just go for a different domain ? Both sites are about the same thing and going for the same keywords.

Any input is appreciated.

Just do some SEO. I've just done the same thing as you but in reverse.

So I still should be able to get #1, correct ?

XXXCar rentals..what is a free blowjob with every rental !

build up your social side. reg up the name on twitter...facebook...pinterest..instagram etc

Build some web 2.0s(freebie blog sites) stuff like wordpress.com...tumblr..blogr etc

2-3 hours work and you should have 4-5 spots on the front page

Content matters the most. If you got it, go for it. Do some SEO and you'll be OK.

The 's' shouldn't matter too much. You'll still get a slight bonus from having the keyword

If your content is better than his, then just a little bit of SEO can get you up there. No issues. But you will have to wait a couple of months atleast though.