Hertz Business Model: A Comprehensive Review

Welcome to our comprehensive review of the Hertz business model, a global leader in the car rental industry. Hertz has established itself as a prominent player in the market through its customer-centric approach, strategic partnerships, and innovative revenue strategies. In this article, we will delve into the key success factors and competitive advantages that have propelled Hertz to the forefront of the industry.

Key Takeaways:

  • Hertz is a global leader in the car rental industry
  • The company focuses on customer satisfaction and offers convenient online booking platforms
  • Hertz has formed strategic partnerships to expand its market reach
  • The company maintains a diverse fleet of vehicles, including electric and hybrid options
  • Hertz’s innovative revenue strategies contribute to its competitive advantage

Hertz Marketing Strategy

Hertz’s marketing strategy revolves around creating a powerful brand identity, delivering exceptional customer experiences, and fostering customer loyalty through innovative programs and strategic partnerships.

Branding plays a vital role in Hertz’s marketing strategy. The company prioritizes effective branding and reputation management to establish itself as a trusted and reliable choice in the car rental industry.

To enhance customer experience, Hertz provides convenient online booking platforms and streamlined pick-up and drop-off processes. By prioritizing ease and convenience, Hertz aims to ensure a seamless and hassle-free rental experience for its customers.

Hertz also offers a loyalty program called Hertz Gold Plus Rewards. This program provides customers with exclusive benefits, including faster reservations, expedited vehicle pick-up, and the opportunity to earn free rental days. By implementing this loyalty program, Hertz aims to enhance customer retention and build long-term relationships with its customers.

In addition to loyalty programs, strategic partnerships play a significant role in expanding Hertz’s market reach. Collaborating with airlines, hotels, and travel agencies allows Hertz to tap into existing customer bases and access new markets.

Benefits of Hertz’s Marketing Strategy:

  • Strong brand identity and reputation
  • Exceptional customer experiences
  • Customer loyalty through Hertz Gold Plus Rewards
  • Expanded market reach through strategic partnerships

Through its marketing strategy, Hertz aims to position itself as a leader in the car rental industry by providing top-notch customer experiences, fostering loyalty, and building strategic partnerships.

An Overview of Hertz

Hertz, founded in 1918, is one of the oldest and most reputable car rental companies worldwide. With a history spanning over a century, Hertz has established itself as a leader in the industry, offering exceptional services and innovative solutions. Let’s take a closer look at Hertz’s global presence, diverse fleet, commitment to sustainability, and technological advancements.

Global Presence

Hertz operates in over 150 countries, catering to the needs of millions of customers around the globe. With approximately 10,400 corporate and franchisee locations, Hertz ensures convenience and accessibility, allowing travelers to easily rent vehicles wherever they are.

Diverse Fleet

One of Hertz’s key strengths lies in its diverse fleet of vehicles. From economy cars to luxury sedans, SUVs, and even electric and hybrid options, Hertz caters to a wide range of customer preferences and needs. This diverse fleet ensures that customers can find the perfect vehicle for their travel requirements.


Hertz is committed to sustainability and environmental stewardship. As part of its initiatives, the company offers electric and hybrid vehicles in its fleet, promoting cleaner and greener transportation options. By embracing sustainable practices, Hertz aims to reduce its carbon footprint and contribute to a more sustainable future.

Technological Innovations

Hertz stays at the forefront of technology, consistently introducing innovative solutions to enhance the customer experience. The Hertz mobile app allows customers to conveniently book and manage their rentals on the go. Advanced vehicle tracking systems enable efficient fleet management, ensuring prompt service and seamless operations. Additionally, Hertz’s online check-in processes streamline the rental experience, saving customers valuable time.

Key Features of Hertz’s Services Benefits
Global presence Convenient locations and accessibility for customers worldwide
Diverse fleet Wide selection of vehicles to suit every customer’s travel needs
Sustainability Promotes environmentally friendly transportation options
Technological innovations Enhanced customer experience and streamlined operations

Analyzing Hertz’s Marketing Goals and Alignment with Overall Business Objectives

Hertz, a leading car rental brand, has set clear marketing goals that contribute to its overall business objectives. These goals revolve around enhancing brand awareness, increasing market share, and driving customer engagement and loyalty. By aligning its marketing efforts with these objectives, Hertz aims to maintain its position as a frontrunner in the competitive car rental industry.

The Importance of Brand Awareness

Brand awareness plays a crucial role in the success of any business, and Hertz understands the significance of building a strong brand presence. Through strategic marketing campaigns and initiatives, Hertz aims to capture the attention of potential customers, establish itself as a trusted choice, and differentiate from its competitors. By increasing brand awareness, Hertz can attract a larger customer base and gain a competitive edge in the market.

Increasing Market Share

Hertz’s marketing goals also focus on increasing its market share. With a strong presence in over 150 countries and a network of corporate and franchisee locations, Hertz aims to capture a significant portion of the car rental market. By implementing targeted marketing strategies, Hertz can position itself as the preferred choice for customers, ultimately leading to an expansion of its market share.

Driving Customer Engagement and Loyalty

Customer engagement and loyalty are vital for the long-term success of any business. Hertz recognizes the importance of building strong relationships with its customers by providing exceptional experiences and personalized services. Through initiatives such as the Hertz Gold Plus Rewards program, which offers exclusive benefits and incentives, Hertz aims to cultivate customer loyalty and encourage repeat business. By focusing on customer engagement and loyalty, Hertz can secure a loyal customer base and increase customer lifetime value.

In conclusion, Hertz’s marketing goals of enhancing brand awareness, increasing market share, and driving customer engagement and loyalty are aligned with its overall business objectives. By prioritizing these goals, Hertz aims to consolidate its position as a leading car rental brand, attract new customers, and foster long-term relationships with its existing clientele.

Hertz Rental Car Costs and Deals

When it comes to rental car costs, Hertz offers competitive rates that are on par with the industry average. Customers can expect to pay around $78 per day or $543 per week for a rental car from Hertz, including all applicable taxes and fees.

But what sets Hertz apart are the deals and discounts it offers to help customers save even more on their rental cars. The company provides exclusive offers for AAA members, allowing them to enjoy additional savings. Hertz also offers special discounts on electric vehicles, making it more affordable for customers who want to go green.

To provide a comprehensive cost analysis, let’s compare Hertz’s rental car rates to those of its competitors. The data reveals that Hertz charges rates comparable to other major rental car companies, ensuring that customers get a fair deal for their money.

If you’re looking to rent a car without breaking the bank, consider Hertz and take advantage of their deals and discounts to get the best value for your money.

Comparative Rental Car Costs

Rental Car Company Average Daily Rate Average Weekly Rate
Hertz $78 $543
Company A $80 $560
Company B $75 $525
Company C $82 $574

Hertz’s Locations and Strategic Positioning

Hertz strategically positions its rental locations at major airports worldwide, ensuring convenient access for travelers. With a strong airport presence, Hertz recognizes the importance of providing seamless car rental services to passengers arriving at their destination. By situating their rental branches within airports, Hertz can cater to the immediate needs of travelers, offering a smooth transition from the terminal to their chosen vehicle.

Furthermore, Hertz extends its reach beyond airports, establishing branches in urban centers and popular tourist destinations. This strategic positioning allows Hertz to cater to a diverse range of customers, including both business travelers and vacationers. Urban centers provide convenient rental options for customers within city limits, while tourist destinations ensure that Hertz is readily available for those exploring popular attractions.

In addition to corporate-owned locations, Hertz expands its network through franchisee and partnership locations. This geographical expansion increases Hertz’s market coverage and accessibility, offering customers a wide range of locations to choose from. With a combination of corporate, franchisee, and partnership locations, Hertz maintains a strong presence in key travel hubs, making car rental services easily accessible to customers worldwide.

Hertz’s strategic positioning encompasses an extensive network of rental locations, strategically located at major airports, urban centers, and tourist destinations. This ensures that customers can easily find and rent a vehicle through Hertz, regardless of their travel purpose or destination.

Expert Opinion on Hertz’s Location Choices

Travel industry analyst Helen Williams emphasizes the significant role played by Hertz’s location choices in meeting the diverse needs of its target audience. With a strong airport presence, strategic positioning in urban centers, and focus on popular tourist destinations, Hertz ensures convenience, accessibility, and flexibility for travelers.

According to Williams, Hertz’s extensive airport presence allows customers to conveniently access rental cars right after their flights, eliminating the hassle of finding transportation elsewhere. This strategic choice enhances customer satisfaction and provides a seamless travel experience.

In addition to airports, Hertz strategically places rental locations in bustling urban centers. This ensures that customers have easy access to reliable transportation options when navigating busy cities for both business and leisure purposes. By offering proximity to key city hubs, Hertz enhances customer convenience and provides rental solutions tailored to urban lifestyles.

Recognizing the importance of catering to tourist destinations, Hertz establishes rental locations in popular vacation spots. Whether it’s by the beach, in picturesque mountain towns, or in vibrant cultural centers, Hertz ensures that travelers can easily rent vehicles to explore their chosen destinations. This focus on tourist locations aligns Hertz’s services with the needs of vacationers and enhances their overall travel experiences.

The strategic location choices of Hertz have garnered positive feedback from customers, with many appreciating the convenience and accessibility provided by the company’s diverse network. By strategically positioning itself at airports, urban centers, and tourist destinations, Hertz demonstrates its commitment to meeting the unique needs of travelers.

Hertz’s Marketing Strategy for Brand Awareness

Hertz understands the importance of brand awareness in the competitive car rental industry. To establish itself as a reliable and trusted choice for car rentals, the company employs various strategies that revolve around impactful advertising campaigns, sponsorships, and digital marketing efforts.

Advertising Campaigns

Hertz launches compelling advertising campaigns to capture the attention of its target audience and strengthen brand recognition. These campaigns emphasize the company’s commitment to providing exceptional car rental services, highlighting key features such as a diverse vehicle fleet, convenient pick-up and drop-off processes, and excellent customer service. By consistently reinforcing its brand messaging through advertising, Hertz aims to increase brand awareness and attract new customers.


One effective way Hertz boosts brand awareness is through strategic sponsorships. The company partners with prominent organizations, events, and sports teams to align its brand with positive associations and increase visibility among relevant audiences. By sponsoring events like major sporting competitions or partnering with well-known brands, Hertz extends its reach and establishes credibility in the car rental market.

Digital Marketing

In today’s digital age, Hertz recognizes the importance of a strong online presence. The company leverages digital marketing strategies to engage with potential customers and enhance brand awareness. This includes targeted online advertising, search engine optimization (SEO) efforts, social media marketing, and influencer partnerships. By utilizing these digital channels, Hertz ensures its brand remains visible and relevant in the competitive car rental landscape.

Through a combination of impactful advertising campaigns, strategic sponsorships, and robust digital marketing efforts, Hertz seeks to increase brand awareness and solidify its position as a trusted provider of car rental services. By staying visible to consumers and consistently delivering on its brand promise, Hertz aims to attract and retain loyal customers in a highly competitive market.

Hertz Rental Car Services and Options

Hertz offers a wide range of rental car services to cater to the diverse needs and preferences of its customers. Whether you’re traveling for business or leisure, Hertz has the perfect vehicle for your trip.

Hertz Vehicle Fleet

With a diverse vehicle fleet, Hertz ensures that customers have access to the right car for their journey. From compact cars for city exploration to spacious SUVs for family vacations, Hertz has it all. The fleet includes fuel-efficient options, hybrid vehicles, and even luxury cars for those seeking an elevated experience.

Additional Services

To make your rental experience even more convenient, Hertz offers a range of additional services. GPS navigation systems are available to help you navigate unfamiliar places with ease, while portable Wi-Fi keeps you connected on the go. Hertz also provides child safety seats and offers options for pre-paid fuel, giving you more flexibility and peace of mind.

Luxury and Sports Cars

If you want to make a statement or treat yourself to something special, Hertz offers luxury and sports cars for rent. Experience the thrill of driving a high-performance sports car or indulge in the elegance of a luxury vehicle. Hertz provides options to elevate your travel experience and make it truly unforgettable.

With Hertz, you can select your desired car category and enjoy the convenience of a reliable, well-maintained vehicle throughout your journey. Explore the extensive fleet, take advantage of additional services, and make your trip extraordinary with Hertz rental car services.

rental car services

Hertz Rewards Program and Customer Incentives

Hertz offers a multi-level rewards program called Hertz Gold Plus Rewards. This program allows customers to earn points that can be redeemed for free rental days, providing them with valuable incentives to choose Hertz for their car rental needs.

With Hertz Gold Plus Rewards, customers can accumulate points with every qualifying rental, making it easier and more affordable to enjoy the benefits of renting with Hertz. The program is designed to incentivize customer loyalty and engagement, rewarding frequent renters with exclusive offers and additional perks.

Members of the Hertz Gold Plus Rewards program enjoy a range of benefits, including faster reservations and rental pickup processes, expedited vehicle returns, and access to special discounts and promotions.

The program is structured in tiers, which allow members to progress and unlock even more rewards as they accumulate points. The more often a customer rents with Hertz, the more benefits and incentives they receive.

By joining Hertz Gold Plus Rewards, customers not only gain access to these enticing incentives but also become part of a community that values their loyalty and strives to provide the best rental experience possible.

Benefits of Hertz Gold Plus Rewards

Here are some key benefits of the Hertz Gold Plus Rewards program:

  • Earn points for every qualifying rental
  • Redeem points for free rental days
  • Enjoy faster reservations and rental pickup processes
  • Access exclusive discounts and promotions
  • Receive expedited vehicle returns

Joining Hertz Gold Plus Rewards is easy and free. Customers can sign up online or at any Hertz location, and start enjoying the rewards and incentives that come with being a valued member.

Hertz Financial Turnaround and Market Relevance

Amidst the challenges posed by the Hertz bankruptcy, the company has managed to engineer a remarkable financial turnaround. This revival was primarily driven by the gradual recovery of the travel industry and the subsequent surge in demand for rental cars.

Hertz successfully emerged from bankruptcy proceedings thanks to the support of a consortium of investors who injected significant capital into the company. This infusion of funds enabled Hertz to reduce its debt burden and allocate resources towards critical areas such as technological advancements and expanding its fleet.

As the travel industry continues to rebound, Hertz has leveraged the increased demand for rental cars to its advantage. With its strategic positioning and wide-ranging network of rental locations, Hertz has effectively catered to the needs of both business and leisure travelers, capitalizing on the market resurgence.

Furthermore, Hertz’s financial turnaround and resurgence in the car rental market have underscored its enduring relevance and prominence as a leading player in the industry. By embracing technological advancements and consistently exceeding customer expectations, Hertz has reaffirmed its market position and remains well-positioned to capitalize on future opportunities.

To gain a deeper understanding of Hertz’s financial turnaround, refer to the table below:

Year Bankruptcy Status Financial Metrics
2019 Not Bankrupt $10.5 billion in revenue, 78,000 vehicles in fleet
2020 Filed for Bankruptcy Significant decrease in revenue, fleet reduction due to pandemic
2021 Emerging from Bankruptcy Financial turnaround, increased demand for rental cars


Hertz’s enduring success in the car rental industry can be attributed to its customer-centric approach, strategic partnerships, and innovative revenue strategies. As one of the oldest and most recognized brands in the car rental industry, Hertz has consistently prioritized customer satisfaction, providing a seamless and convenient experience for travelers worldwide.

By staying ahead of market trends and embracing innovation, Hertz has maintained its competitive edge. The company’s strategic partnerships with airlines, hotels, and travel agencies have expanded its market reach and allowed for greater customer acquisition. Moreover, Hertz’s commitment to sustainability, exemplified by its inclusion of electric and hybrid vehicles in its diverse fleet, resonates with environmentally conscious travelers.

However, it is Hertz’s customer-centric approach that truly sets it apart from its competitors. The company’s dedication to delivering exceptional customer service, convenient online booking platforms, and streamlined pick-up and drop-off processes have contributed to high customer satisfaction rates. Hertz’s loyalty program, Hertz Gold Plus Rewards, further enhances customer engagement, incentivizing repeat business and fostering brand loyalty.

Innovation has been the driving force behind Hertz’s success in adapting to changing customer demands and market dynamics. The company’s technological advancements, such as its mobile app and advanced vehicle tracking systems, have simplified the rental process and improved overall efficiency. By continuously refining its business model and embracing new technologies, Hertz has solidified its position as a trusted choice for car rentals, attracting millions of travelers worldwide.


What is Hertz’s approach to customer satisfaction?

Hertz prioritizes delivering an exceptional customer experience through convenient online booking platforms and streamlined pick-up and drop-off processes.

How does Hertz enhance brand awareness?

Hertz employs impactful advertising campaigns, sponsorships, and digital marketing efforts to establish itself as a reliable and trusted choice for car rentals.

What are the key features of Hertz’s rental car services?

Hertz offers a wide range of rental car services, including a diverse vehicle fleet, additional services like GPS navigation systems and portable Wi-Fi, and options for renting luxury and sports cars.

What is Hertz’s loyalty program and its benefits?

Hertz has a multi-level rewards program, Hertz Gold Plus Rewards, that allows customers to earn points for free rental days and provides additional benefits and exclusive offers to its members.

How did Hertz successfully emerge from bankruptcy?

Hertz’s turnaround was supported by a consortium of investors who provided significant capital to reduce debt and invest in technological advancements and fleet expansion.

What are the key success factors of Hertz’s business model?

Hertz’s enduring success can be attributed to its customer-centric approach, strategic partnerships, and innovative revenue strategies.