What Hertz does

Hertz Global Holdings, Inc. is a publicly traded car rental company (NYSE: HTZ) founded in 1918 and headquartered in Naples, Florida, operating through its primary subsidiary The Hertz Corporation. The company provides traditional car rental services for leisure and business travelers across global airport and city-center locations, complemented by commercial truck rental (including a new 15-ton Mercedes-Benz Atego segment), certified pre-owned vehicle sales through Hertz Car Sales on direct, eBay, and Amazon Autos channels, and fleet management services via the Oro Mobility subsidiary for Uber's autonomous robotaxi and driver-led rideshare operations.

Hertz's technology stack is largely partner-sourced rather than internally developed: UVeye computer vision powers AI-driven vehicle damage inspection, Palantir's Foundry/AIP/Ontology/Apollo platform supports operational decision-making, Samsara provides connected fleet operations, and Nuro delivers Level 4 autonomous driving technology for the Oro Mobility robotaxi fleet using Lucid vehicles. The company also collaborates with Saviynt on AI identity security governance.

The business model spans four revenue streams: traditional vehicle rental (transaction-fee based), fleet management services through Oro Mobility (managed services, recurring), used vehicle sales (one-time transactions via retail channels replacing wholesale auctions), and commercial truck fleet services (subscription/maintenance contracts). Pricing for core rentals varies by location, vehicle class, and duration, while the company pursues a multi-channel go-to-market strategy combining direct-to-consumer digital booking, airport retail, channel partnerships, and B2B fleet services for rideshare platforms. The company is executing a Back-to-Basics strategy following its failed 2024 EV push, which resulted in significant vehicle depreciation losses and contributed to declining EBITDA and approximately $20.6 billion in total debt as of mid-2026.

Name

Hertz

Legal name

Hertz Global Holdings, Inc.

Website

https://hertz.com

Company type

Public

Founded year

1918

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Hertz is a global airport car and truck rental company serving leisure and business travelers, expanded into fleet management for autonomous rideshare (Oro Mobility) and used vehicle retail sales. Operations span airport locations worldwide with significant debt and declining EBITDA.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Airport Car Rental (On-Airport Concessions) (THADAAAA)

akta.pro secondary industries

Utility/Service Body Trucks (Service Bodies/Tool Trucks) Leasing & Rental (TLABAEAE), Mobility-as-a-Service / Car Sharing & Pool Fleet (Passenger Vehicles) (TLABAAAI), Commercial EV Rentals (Electric Vans/Trucks) (THADANAE)

Keywords

• Car rental services
• Vehicle fleet management
• Commercial truck rental
• Used car sales
• Mobility services

Headquarters

HQ city

Naples

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D

Revenue model

1. Vehicle Rental: Traditional car rental services generating revenue through daily, weekly, and monthly vehicle rentals to leisure and business travelers at airport and off-airport locations. Revenue is driven by rental volume, pricing, and fleet utilization rates.
2. Fleet Management Services: Oro Mobility provides fleet management services to Uber and other partners for autonomous robotaxi and driver-led operations, handling vehicle maintenance, charging, cleaning, and depot operations. This represents recurring service revenue from fleet operations.
3. Used Vehicle Sales: Hertz Car Sales generates revenue by selling certified pre-owned vehicles from its rental fleet through multiple channels including eBay, Amazon Autos, and its own sales platform. Vehicles include near-new models with warranties and flexible purchase options.
4. Truck Fleet Services: Commercial truck rentals and leasing services including Mercedes-Benz Atego trucks in 7.5- and 15-ton segments, with comprehensive maintenance services under Mercedes-Benz Service Complete contracts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels5 records

Core offering

Hertz fundamentally rents passenger vehicles, vans, and commercial trucks to leisure and business travelers through airport counters, city locations, and digital booking channels. Beyond traditional rentals, the company sells certified pre-owned vehicles from its fleet via Hertz Car Sales on its own platform, eBay, and Amazon Autos. Through its Oro Mobility subsidiary, Hertz also provides managed fleet services for autonomous robotaxi and driver-led rideshare operations, handling vehicle charging, maintenance, depot staffing, and asset management for partners including Uber.

Product overview

Hertz operates as a multi-brand mobility platform offering car and truck rental services, fleet management solutions, and used vehicle sales. The core offering consists of traditional car rental across leisure and business segments, supported by commercial truck rental capabilities. The company has expanded into fleet services through Oro Mobility for autonomous and driver-led vehicle operations, and operates Hertz Car Sales for certified pre-owned vehicle retail. Key product lines include standard rentals, exotic car rentals, commercial truck rentals, fleet management services, and vehicle sales, connected through loyalty programs and digital platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Oro Mobility: Fleet management solutions for autonomous robotaxi and driver-led rideshare operations
• Hertz Car Sales
• Hertz Five Star

Products and services

• Car Rental Traditional car rental services for leisure and business travelers across airport and off-airport locations domestically and internationally, offering daily, weekly, and monthly rental options across vehicle categories from economy to luxury. Available through Hertz counters, online booking, and mobile app.
• Commercial Truck Rental Commercial truck rental services including Mercedes-Benz Atego trucks in 7.5-ton and 15-ton variants with various body configurations (box bodies and soft-side bodies designed by Saxas and Junge), supported by Mercedes-Benz Service Complete maintenance contracts. Targeted at business fleet needs including logistics and last-mile delivery.
• Oro Mobility Fleet Management Services Hertz-affiliated operating company providing integrated fleet management solutions for autonomous robotaxi and driver-led rideshare operations. Services include vehicle asset management, charging infrastructure, maintenance, repairs, cleaning, and depot staffing for partners including Uber.
• Hertz Car Sales Certified pre-owned vehicle sales program selling near-new vehicles from Hertz's rental fleet directly to consumers through its own platform, eBay storefront, and Amazon Autos. Vehicles come with warranties and flexible purchase options, reducing reliance on wholesale auction channels.
• Exotic Car Rentals Specialty rental offerings for travelers seeking premium and high-performance vehicles beyond standard rental categories, including luxury and sports cars for special occasions, vacations, and premium travel experiences.
• INEOS Grenadier Rental Fleet Premium off-road capable rental vehicle offering added to Hertz's U.S. rental fleet, providing customers with access to modern, high-quality vehicles at select locations.

Quantifiable outcome

• Q1 2026 revenue of $2.0 billion, up 11% year-over-year
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability3 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered minor and core.

• AeroplanminorGTM or Marketing Partner · 23 May 2026Hertz announced a new partnership with Aeroplan, the loyalty program of Air Canada, providing rental benefits and rewards to Aeroplan members.
• The Home DepotminorGTM or Marketing Partner · 1 May 2026Hertz and The Home Depot announced a nationwide partnership to honor military heroes during Military Appreciation Month, offering eligible military members up to $1,000 off vehicle purchases at Hertz Car Sales and upgrades to Hertz Five Star status.
• Uber TechnologiescoreStrategic or Co-development Partner · 30 April 2026Hertz launched Oro Mobility as an affiliated operating company and entered into strategic fleet partnerships with Uber for both autonomous robotaxi and driver-led rideshare operations. Oro provides fleet management services including vehicle asset management, charging, maintenance, repairs, and depot staffing. The robotaxi service uses Lucid vehicles equipped with Nuro AV technology, launching in the San Francisco Bay Area.
• eBaycoreChannel Partner/ Reseller/ Distributor · 5 March 2026Hertz Car Sales launched a dedicated storefront on eBay's automotive marketplace, offering approximately 8,000 certified pre-owned vehicles from its rental fleet. The partnership expands Hertz's digital retail footprint, reduces reliance on wholesale channels, and leverages eBay's millions of in-market shoppers.
• NurocoreTechnology or IntegrationNuro provides Level 4 autonomous driving technology for Uber's robotaxi fleet that Hertz manages through Oro Mobility. The partnership involves Lucid vehicles equipped with Nuro's AV technology for the robotaxi service launch in the San Francisco Bay Area.
• Lucid MotorscoreTechnology or IntegrationLucid Motors provides vehicles for Uber's robotaxi fleet, with Uber committing to at least 35,000 Lucid Gravity SUVs. Hertz's Oro Mobility handles fleet operations including charging, maintenance, and depot staffing for these autonomous vehicles.
• Amazon AutoscoreChannel Partner/ Reseller/ DistributorHertz partnered with Amazon Autos to sell certified pre-owned vehicles through the platform, part of Hertz's broader strategy to shift from wholesale to retail as its primary vehicle sales outlet.
• T-MobileminorGTM or Marketing PartnerHertz announced a new strategic alliance with T-Mobile integrating Hertz into its Un-carrier lifestyle perks, viewed as a low-cost customer acquisition opportunity ahead of the 2026 summer travel season.
• FlexicarminorOthersFlexicar, a Hertz subsidiary and Australia's second-largest car-share operator, removed fuel cards from Melbourne vehicles following a wave of break-ins, implementing temporary measures requiring users to pay for fuel upfront.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Customer concentration

• Xx.com/Hertz
• LinkedInlinkedin.com/company/hertz

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Subsidiaries3 records

Funding overview

Funding rounds6 records

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A8 records

Investments2 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hertz