Hertz Launches Firefly Brand

Car rental logo


A Hertz car rental logo design in Landover Hills, Maryland. A Hertz vehicle rental logo design in Landover Hills, Maryland. - SAUL LOEB/AFP/Getty Images

Hertz reported reduced profits recently. The company has-been struggling, and stocks are down over a third from a year ago. But total the car rental business are at increased point. Income reaches about $38 billion a year. Amid competition from car-sharing solutions, is Hertz taking advantage of its profit-making potential?

Having the additional insurance plan or having the business place gas in car for you? Expensive. But this is the way automobile rental companies earn money. Just ask Bill Carroll, which taught advertising at Cornell University and worked for Hertz for 17 many years.

"quite large margin return thereon, " he states.

Then there is one other vehicle rental bread and butter: business traveler—specifically the traveling company traveler.

"About half of car rentals that take place inside U.S. tend to be airport rentals, " Chris Brown, executive editor of the trade book Auto leasing News, says.

Regulatory issues have actually held Uber and Lyft out of airports. And Hertz gets better prices from airport locations for the reason that it's where business expense-account bucks are invested.



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