What Hertz Argentina does

Hertz Argentina (legal entity F458 S.A.) is a family-owned franchise of Hertz Corporation operating the largest car rental fleet in Argentina with more than 4,000 vehicles distributed across 47+ branch offices nationwide. Founded in 1987 with just five vehicles, the company has grown over 37 years into a federally distributed mobility platform with presence at every major Argentine airport (Ezeiza, Aeroparque, Bariloche, Córdoba, Mendoza, El Calafate, Ushuaia, Salta, Rosario, Puerto Iguazú, among others) and key urban centers, serving both inbound tourism and domestic business travel demand.

The core product is daily vehicle rental (24-hour minimum, unlimited mileage) across seven fleet categories — Economic, Compact, Sedan, SUV, Pickup, Prestige, and VAN — with a modular architecture of insurance coverage add-ons (Base, Smart, Plus, Cubiertas Cover), delivery/recollection services, cross-border permits to Uruguay, Brazil, and Chile, and the Beneficios Sobre Ruedas loyalty ecosystem. Underlying technology is a standard online reservation platform, contact center infrastructure, and Telepase electronic toll integration on Buenos Aires metropolitan highways. Distribution combines direct-to-consumer online booking (hertz.com.ar), a centralized contact center (+54 11 7090 4000), physical branch offices, and a dedicated corporate account program (Convenio Empresas y Agencias) for enterprise clients and travel agencies.

Revenue mechanics are unit-based daily rentals augmented by insurance/coverage up-sells, ancillary service fees (additional driver, young driver surcharge, ski racks, snow chains), and recurring corporate account arrangements. In 2023, the company expanded regionally by integrating Hertz Chile, creating a combined platform of 60+ offices and 4,500+ vehicles across Argentina and Chile. Pricing is quote-based by vehicle category, duration, and season, with a 20% discount for prepaid online bookings and provincial stamp taxes of 0.6%-2% applied by rental origin province.

Name

Hertz Argentina

Legal name

Hertz Argentina - F458 S.A.

Website

https://hertz.com.ar

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

101–250 employees

Short description

Hertz Argentina is a family-owned franchise of Hertz Corporation operating the largest car rental fleet in Argentina, with 4,000+ vehicles across 47+ offices serving leisure travelers, business clients, and corporate accounts nationwide.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental and Leasing (53211), Automotive Equipment Rental and Leasing (5321)

SIC

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

akta.pro primary industry

Long-Term / Monthly Car Rental (THADAAAE)

akta.pro secondary industry

Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH)

Keywords

• Car rental services
• Vehicle rental fleet
• Airport car rental
• Corporate car rental
• Rental coverage plans

Headquarters

HQ city

Comuna 1, Ciudad Autónoma de Buenos Aires

HQ country

Argentina

HQ region

Latin America

Offices48 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Services: Daily vehicle rental with unlimited mileage, offering compact cars, sedans, SUVs, pickups, and premium vehicles. Minimum rental period is 24 hours.
2. Additional Services and Coverages: Supplementary services including Smart Cover, Plus Cover, and Cubiertas Cover insurance packages; additional driver fees; young driver surcharges; cross-border permits; delivery and collection services; and optional equipment like ski racks and snow chains.
3. Corporate Accounts Program: Dedicated business account program (Convenio Empresas y Agencias) for corporate clients with customized arrangements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Hertz Argentina is a Hertz Corporation franchise that rents vehicles to leisure and business travelers across Argentina through 47+ offices and 4,000+ vehicles in categories including economic, compact, sedan, SUV, pickup, prestige, and van. Core offerings are short-term daily vehicle rentals with unlimited mileage, complemented by tiered insurance coverage options (Base, Smart, Plus, Cubiertas Cover), delivery and collection services, cross-border permits to Brazil, Uruguay, and Chile, and the Beneficios Sobre Ruedas loyalty benefits program.

Product overview

Hertz Argentina operates as a car rental company with a platform-plus-modules architecture. The core offering is the Alquiler de Autos service providing vehicle rentals across Argentina with over 4,000 vehicles and 47+ offices. This core platform is complemented by insurance coverage add-ons (Base, Smart, Plus, Cubiertas Cover), delivery/recollection services, and the Beneficios Sobre Ruedas loyalty program. The fleet is organized into sub-brands by vehicle category: Economic, Compact, Sedan, SUV, Pickup, Prestige, and VAN. In 2023, the company expanded regionally with Hertz Chile, creating a combined operation of 60+ offices and 4,500+ vehicles across both countries.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• 35+ years of continuous operation in Argentina since 1987
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Hertz ChilecoreStrategic or Co-development Partner · 1 January 2023In 2023, Hertz Argentina expanded regionally by officially adding Hertz Chile to their operations, enabling consolidated South American mobility offerings. Combined operations span 60+ offices and 4500+ vehicles across Argentina and Chile.
• El Mercado (Angostura)minorOthersLocal partner business featured in the Nuestros Partners section of the Hertz Argentina website, offering additional services or experiences to Hertz customers.
• Beneficios Sobre RuedascoreGTM or Marketing PartnerExclusive loyalty and benefits program for Hertz passengers providing access to discounts and special offers at hotels, restaurants, shops, activities, and experiences throughout Argentina. Partners include hundreds of establishments nationwide.
• JMS AutosminorOthersVehicle sales partner (https://jmsautos.com.ar/) enabling Hertz customers to purchase vehicles from the company's fleet.
• Cámara de Comercio LGTB (CCGLAR)minorOthersLGBT Chamber of Commerce membership demonstrating Hertz Argentina's commitment to diversity, inclusion, and creating open, welcoming spaces for all travelers and employees.
• AMA (lubricants)minorOthersLubricant supplier partner providing engine oils and automotive fluids for Hertz Argentina's vehicle fleet maintenance.
• IGLTA (International Gay & Lesbian Travel Association)minorOthersInternational travel association membership supporting LGBTQ+ inclusive tourism, helping Hertz Argentina learn and evolve in creating diverse, open spaces for travelers and team members.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Alamo Rent a Car (Argentina): Alamo is a global car rental brand with operations in Argentina, competing directly with Hertz Argentina in the leisure and tourism segment. It typically targets value-oriented travelers and operates in similar airport and city locations.
• Budget Argentina: Budget Argentina is a sister brand to Avis in the same local group, providing direct budget-segment car rental competition to Hertz Argentina. It targets price-sensitive leisure travelers and overlaps significantly in airport locations and fleet categories.
• Hertz Chile: Hertz Chile is the regional sister operation now under the same ownership as Hertz Argentina since 2023. It directly operates the same Hertz brand, fleet categories, and service standards in Chile, making it the closest peer in terms of operating model and customer experience.
• Avis Argentina: Avis Argentina operates as the local franchise of the global Avis brand, directly competing with Hertz Argentina in airport and city car rental across the country. It offers similar fleet categories, insurance add-ons, and corporate account programs targeting the same leisure and business traveler segments.

Emerging players

• Localiza: Localiza is the largest car rental company in Brazil and has been actively expanding across Latin America, including Argentina. Its regional scale, fleet management expertise, and aggressive pricing make it a formidable emerging competitor to Hertz Argentina in the broader LATAM market.
• Sixt Rent a Car (Argentina): Sixt is a German-headquartered premium car rental brand expanding its presence in Argentina. It targets business and leisure travelers with a premium fleet focus, partially overlapping with Hertz Argentina's premium/Prestige vehicle categories and corporate accounts.

Regional players

• Cactus Rent a Car (Argentina): Cactus is an Argentine-local car rental brand with focus on tourism and airport rentals, particularly in Patagonia. It competes directly with Hertz Argentina in leisure traveler segments in destinations like Bariloche, El Calafate, and Ushuaia.
• Open Rent a Car (Argentina): Open Rent a Car is a local Argentine car rental operator offering daily and corporate rentals across major cities. It competes with Hertz Argentina in the value segment and serves similar corporate and leisure customer profiles.
• Movil Renta Car: Movil Renta Car is an Argentine-local car rental operator with nationwide presence, competing directly with Hertz Argentina particularly in the corporate and long-term rental segments. It is a meaningful local competitor in the same geography.

Broad incumbents

• Enterprise Rent-A-Car (Argentina): Enterprise operates a global car rental network with selective presence in Argentina through franchise partners. Its broad portfolio and strong corporate customer base globally make it a relevant broad incumbent comparable to Hertz Argentina in the Argentine market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hertz-argentina

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Hertz Argentina