Hertz Uruguay

What Hertz Uruguay does

Hertz Uruguay is the Uruguayan operating presence of The Hertz Corporation, operated locally by Maderal S.A. as franchisee. The business runs a car rental operation across six branches in Montevideo (Carrasco airport, Pocitos city branch, and the ferry/cruise port), Punta del Este (city center and Laguna del Sauce airport), and Colonia del Sacramento (bus terminal). The company serves three primary customer segments: international tourists arriving via air, cruise, or ferry; domestic Uruguayan travelers; and corporate clients with long-term fleet outsourcing needs. The fleet spans economy (Fiat Mobi, VW Gol, Chevrolet ONIX), midsize sedans (Nissan Versa, VW Virtus), SUVs and minivans, luxury vehicles (Mercedes-Benz, BMW), and an expanding electric vehicle line (BMW iX1, BMW iX3, Mini Cooper Aceman Electric, H1 2026) under the GREEN sub-brand. The corporate offering is structured into four tiers (Económico, Premium, Lujo, Eléctrico) with bundled maintenance, registration, insurance, and courtesy-vehicle services. The technology backbone is a web-based reservation platform integrated with The Hertz Corporation's global system, supplemented by an online Check-in module, a Telepeaje electronic toll system, and self-service reservation management. The business has 12 disclosed employees and does not appear in any public market listing.

Revenue is generated through three streams: per-rental consumer vehicle rental at daily/weekly rates (economy to luxury/EV), recurring corporate fleet management contracts under subscription-style terms, and ancillary transaction fees from add-ons such as child seats, GPS, additional drivers, fuel pre-purchase, pet-friendly vehicles, and Telepeaje toll charges. A separate affiliate commission stream arises from cross-promotion with 20+ partner hotels, restaurants, wineries, and retail establishments that offer Hertz customers 10-20% discounts under the Convenios y Beneficios program. Marketing is executed via the corporate website, LinkedIn, Instagram, email newsletters, content marketing through Rutas Hertz route guides, and referral partner activity. Geographic operations are confined to Uruguay — vehicles are explicitly restricted from crossing borders.

Name

Hertz Uruguay

Legal name

Maderal S.A.

Website

https://hertz.com.uy

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Hertz Uruguay, operated by Maderal S.A. as the local franchisee of The Hertz Corporation, runs a six-branch car rental business serving international tourists, domestic travelers, and corporate fleet clients with economy, luxury, and electric vehicles.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Automotive Equipment Rental and Leasing (5321), Passenger Car Rental (532111)

SIC

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

akta.pro industry

PRIMARYTHADAAAA

Airport Car Rental (On-Airport Concessions)

Travel & Hospitality/Car Rental & Mobility Services/Traditional Car Rental (Airport & Off-Airport)

SECONDARYTHADAAAJ

Corporate & Government Contract Car Rental

Travel & Hospitality/Car Rental & Mobility Services/Traditional Car Rental (Airport & Off-Airport)

Keywords

• Car rental services
• Vehicle fleet leasing
• Corporate fleet management
• Airport car rental
• Electric vehicle rental

Headquarters

HQ city

Canelones

HQ country

Uruguay

HQ region

Latin America

Offices7 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Services: Core revenue from renting vehicles to customers for personal or business use. Revenue generated through daily/weekly rental rates with various vehicle categories from economy to luxury, including standard and electric vehicles
2. Corporate Fleet Management: Long-term rental contracts for businesses providing integrated vehicle management including maintenance, registration, insurance, and vehicle replacement during incidents
3. Ancillary Services: Additional revenue from add-on services including child seats, additional drivers, GPS navigation, fuel purchase options, pet transportation, and toll collection fees
4. Partnership Commissions: Commission revenue from affiliated hotels, restaurants, and retail partners through the customer benefits/convenios program

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Hertz Uruguay operates a vehicle rental business offering economy, midsize, SUV, luxury, and full electric vehicles (BMW iX1, BMW iX3, Mini Cooper Aceman Electric, H1 Version 2026 Full Electric) to individual consumers and corporate clients across six branches. The company provides online booking, airport and port pickup services, corporate fleet management with integrated maintenance/registration/insurance, and ancillary add-ons such as child seats, GPS, telepeaje, pet-friendly vehicles, and roadside assistance.

Product overview

Hertz Uruguay, represented by Maderal S.A., operates as a car rental franchise offering a multi-tiered product portfolio centered on vehicle rental services. The core offering is organized into four corporate rental tiers (Corporativo Económico, Corporativo Premium, Corporativo Lujo, and Corporativo Eléctrico) and standard consumer rental. The portfolio includes a GREEN sub-brand for electric vehicle rentals (offering BMW iX1, BMW iX3, Mini Cooper Aceman Electric, and H1 Versión 2026 Full Electric), a Rutas Hertz add-on for curated travel routes, Check-in and reservation management self-service modules, and special services including child seats, GPS, pet-friendly vehicles, telepeaje, and fuel purchase options. The company serves customers at six branch locations across Montevideo, Punta del Este, and Colonia del Sacramento.

Differentiator

Problem solved

Functional benefit

Products and services

• Alquiler de Auto Corporativo Econ\u00f3mico (Corporate Economy Vehicle Rental)

Quantifiable outcome

• Vehicles available at 6 strategic locations across Uruguay
• +2 more outcomes

Named customers7 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• ITAUcoreGTM or Marketing PartnerMileage redemption partnership allowing ITAU customers to exchange their accumulated miles for Hertz car rental vouchers.
• ASSIST CARDcoreGTM or Marketing PartnerExclusive pricing partnership providing special rates on travel assistance and insurance services for Hertz customers booking through dedicated portal.
• Vivaldi Hotel Loft Punta CarretasminorGTM or Marketing PartnerHotel partnership offering 20% discount on accommodation for Hertz customers. Reservations through smreservas.com with code 'hertz'.
• ALTIUS GROUPminorGTM or Marketing PartnerReal estate development partnership offering exclusive property investment opportunities with fiscal benefits to Hertz corporate clients.
• ROTUNDAminorGTM or Marketing PartnerFashion retail partnership offering 15% discount on new collection at multiple Montevideo locations. Present at Punta Carretas Shopping, Montevideo Shopping, Mall Arocena, Ciudad Vieja, and Otero.
• Bodega BouzaminorGTM or Marketing PartnerWine estate partnership offering complimentary dessert per person when dining at the restaurant with tapas or wine tasting.
• Don PeperonecoreGTM or Marketing PartnerRestaurant chain partnership offering 10% discount at multiple locations including Rambla Artigas, Punta Shopping Mall, and Puerto. Italian, Mediterranean, and Latin cuisine.
• Awa Boutique HotelminorGTM or Marketing PartnerBoutique hotel partnership offering 20% discount, located equidistant between Brava and Mansa beaches in Punta del Este.
• FLOREAL RestauranteminorGTM or Marketing PartnerRestaurant partnership offering 15% discount on dining. Located at Av. Pedragosa Sierra in Punta del Este.
• Golden Beach Resort & SpaminorGTM or Marketing PartnerResort partnership offering 20% discount on flexible cancellation rate. Reservations via email to the hotel.
• Barradas Parque Hotel & SpaminorGTM or Marketing PartnerHotel partnership offering 20% discount on best available web rate. Located in Punta del Este area.
• Hotel RoyalminorGTM or Marketing PartnerHotel partnership in Colonia del Sacramento offering 15% discount on chosen rate with any payment method.
• CampoTinto: Posada & BodegaminorGTM or Marketing PartnerBoutique winery and inn partnership in Carmelo offering 15% discount on rooms and 10% on wine tastings and restaurant.
• Radisson Colonia del SacramentominorGTM or Marketing PartnerInternational hotel chain partnership in Colonia del Sacramento through smreservas.com booking platform.

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Regional players

• Multicar Uruguay: Local Uruguayan car rental operator with similar airport and city branches in Montevideo and Punta del Este. Comparable as the most direct domestic competitor for both tourist and corporate rental contracts in the same geography.
• Punta Car Rentals: Local/regional car rental company focused on Punta del Este and coastal Uruguay. Comparable in tourist-driven customer mix and seasonal demand profile, competing head-on with Hertz Uruguay's Punta del Este offices.

Direct peers

• Dollar Car Rental: Another Hertz family brand positioned for value-conscious leisure travelers. Comparable in product positioning and likely co-branded or co-located with Hertz Uruguay at the same airport and city branches.
• Alamo Rent A Car: Hertz-owned brand focused on leisure and family travelers. Comparable in customer segment (tourists and families needing SUVs/minivans) and airport distribution model.
• Thrifty Car Rental: Value-oriented sister brand of Hertz, often co-located at Hertz counters worldwide. Comparable as a direct in-brand value alternative and likely offered alongside Hertz rentals in Uruguay's airport locations.

Broad incumbents

• Sixt: Global premium car rental brand with growing Latin American footprint. Comparable to Hertz Uruguay in airport-focused service model, fleet diversity (including premium and EV options), and digital-first booking experience.
• Enterprise Mobility: Global mobility and rental operator with deep corporate fleet management expertise. Comparable to Hertz Uruguay's corporate fleet rental business and integrated vehicle management offering for business clients.
• Europcar: Major European-headquartered car rental brand expanding in Latin America. Comparable to Hertz Uruguay in airport-counter service, leisure-tourist focus, and EV fleet investments across its network.
• Avis Budget Group: Direct global competitor to The Hertz Corporation, with parallel airport concession strategy and corporate fleet programs. Comparable in target customer (business and leisure travelers) and product breadth, and a likely on-the-ground Avis franchise competing in Uruguay.
• Localiza: Latin America's largest car rental company with regional multi-country presence. Comparable to Hertz Uruguay in core short-term rental offerings, but operates at vastly greater scale across Brazil and neighboring markets and permits cross-border rentals that Hertz Uruguay cannot offer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/hertz-uruguay
• Instagraminstagram.com/hertzuruguay

Revenue estimate

Valuation estimate

Number of profiles

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 Uruguay