Overview
Hertz is one of the longest-established names in vehicle rental, serving leisure travellers, business customers and people needing temporary replacement transport. Its business spans airport counters and neighbourhood rental locations, with vehicles booked through direct channels, travel intermediaries and corporate arrangements. The brand belongs to Hertz Global Holdings, whose portfolio also includes Dollar and Thrifty. The group is headquartered in Estero, Florida.
For franchisees, Hertz is principally an automotive services and fleet-management business rather than a conventional retail outlet. Brand recognition and access to reservation channels matter, but performance also depends on procuring vehicles, keeping them available for rental, controlling damage and maintenance costs, and selling them at suitable points in their operating lives.
History and growth
The business traces its origins to 1918, when Walter Jacobs established a car rental operation in Chicago using a small fleet of Ford Model T cars. John Hertz bought the business in 1923, giving it the name that became internationally recognised. Over subsequent decades, Hertz expanded alongside commercial aviation, business travel and private motoring, developing a substantial airport rental presence.
Its ownership changed repeatedly before the modern publicly listed group took shape. Hertz acquired Dollar Thrifty Automotive Group in 2012, broadening its brand portfolio. In 2020, the collapse in travel during the pandemic contributed to Chapter 11 proceedings involving its US and Canadian businesses. It emerged in 2021 following a restructuring. That episode remains important context for understanding the industry's exposure to sudden demand shocks and fleet financing pressures.
Global footprint
Hertz operates through a mixture of company-run businesses and franchisees, also described as licensees in company reporting. As of 2023, Hertz Global Holdings reported around 11,400 corporate and franchise locations across approximately 160 countries and jurisdictions for Hertz, Dollar and Thrifty combined. These are portfolio-wide figures, not a count of Hertz-branded outlets alone.
The network includes major airports, city centres and other local rental markets. Its composition differs considerably by country: some markets contain extensive company-operated networks, while others rely more heavily on licensed operators. A global location count therefore says little about whether a particular territory is available. Prospective operators need to establish the rights already granted locally, the relevant contracting entity and whether expansion is being offered at country, regional or individual-location level.
How the franchise model works
Under the licensing model, an independent operator runs a rental business using the Hertz brand within an agreed market and contractual framework. The relationship generally provides access to brand standards, reservation infrastructure and network-related services. The precise allocation of responsibilities, including fleet sourcing, marketing, customer programmes and technology, depends on the agreement and jurisdiction.
The local operator must manage the practical business of renting vehicles: staffing counters, verifying customers, preparing cars, maintaining records, handling returns and resolving damage or service disputes. Reservations generated through a wider network can support demand, but they also require dependable availability and consistent service. One-way rentals, cross-border travel and participation in corporate accounts can introduce additional operational and settlement requirements that should be clarified before committing to a territory.
Investment and requirements
There is no single publicly disclosed worldwide franchise fee or standard investment range that can responsibly be applied to every Hertz opportunity. Terms vary by market, territory size and operating format. Prospective franchisees should request current franchise disclosure documents, where applicable, and the relevant local licensing information directly from Hertz or its authorised regional representative.
The fleet is a central capital requirement, whether vehicles are purchased, leased or financed through another permitted arrangement. Additional expenditure can include premises, parking, counter facilities, cleaning equipment, technology, insurance, staffing and working capital. Airport operations may also involve concession arrangements and associated charges. Requirements concerning experience, financial resources, guarantees and minimum fleet size must be confirmed locally rather than inferred from another country's offer.
What franchisees should consider
Vehicle utilisation is fundamental: cars incur financing, depreciation and other holding costs even when they are not earning rental income. Operators need to understand local seasonality, booking patterns and the balance between leisure, corporate and replacement demand. Rental rates alone do not reveal profitability; maintenance, damage, insurance, distribution costs and the eventual proceeds from vehicle sales are equally significant.
Territory rights and access to reservations also deserve close scrutiny. An operator should establish how nearby company-owned or licensed locations interact, which customer accounts are included and how service standards are monitored. Airport access is a separate commercial consideration, not an automatic consequence of holding a brand licence. Local consumer rules, insurance obligations, data handling and vehicle regulations add complexity, particularly where rentals cross national borders.
Competitive landscape
Hertz competes with large international rental groups and smaller local operators. Relevant directory peers include Enterprise Rent-A-Car, Avis, Budget, Sixt and Europcar. Their ownership structures and market positions differ: Avis and Budget belong to the same group, while Enterprise Rent-A-Car shares a parent with National Car Rental and Alamo. Dollar and Thrifty are Hertz sister brands rather than independent group-level competitors.
Competition centres on price, location, fleet availability, vehicle choice, corporate relationships and service reliability. At airports, concession access and efficient vehicle turnaround can be decisive. Away from airports, insurer relationships and convenient neighbourhood coverage may carry greater weight. Digital booking makes prices readily comparable, while intermediaries can influence customer acquisition costs and the visibility of individual operators.
Outlook
Hertz's prospects remain tied to travel activity, access to vehicles and finance, and conditions in used-car markets. Fleet technology is another important variable. The group's experience with electric vehicles, including its announced reduction of part of its US electric fleet in 2024, illustrates the need to match vehicle selection with customer demand, repair economics and resale expectations.
For prospective franchisees, the central question is whether an available territory supports a sustainable rental operation under the offered terms. The Hertz name provides recognition and connection to an international network, but does not remove local operating risks. A credible assessment depends on current documentation, clearly defined responsibilities and a market-specific understanding of fleet economics rather than assumptions drawn from the brand's global scale.
Hertz franchise: frequently asked questions
How much does a Hertz franchise cost?
Hertz does not publish a single worldwide franchise fee or investment range applicable to every market. Costs depend on territory, fleet size, premises and operating format. Prospective franchisees should request current franchise disclosure documents, where applicable, and local licensing terms. Fleet funding, insurance, staffing and working capital are major considerations beyond any initial licence fee.
Does Hertz offer franchises?
Yes. Hertz uses independent franchisees, also described as licensees, alongside company-operated businesses. Opportunities and contractual structures vary by country and territory. An available arrangement may cover a broader geographic market rather than one rental counter, so applicants should confirm the local licensing structure and whether the desired territory is actually available.
How many Hertz locations are there?
As of 2023, Hertz Global Holdings reported around 11,400 company-operated and franchise locations across approximately 160 countries and jurisdictions for Hertz, Dollar and Thrifty combined. That total should not be presented as a Hertz-only outlet count. The balance between corporate and licensed operations also varies by market.
Who owns Hertz, and where is it based?
Hertz is part of Hertz Global Holdings, a publicly listed US vehicle rental group headquartered in Estero, Florida. The group's portfolio also includes Dollar and Thrifty. Individual Hertz rental businesses can be company-operated or independently owned under licensing agreements, so the operator of a particular location may be a separate local business.
What does running a Hertz franchise involve?
Running a Hertz franchise involves managing vehicles, staff, bookings, customer service, maintenance and rental returns within the applicable brand and contractual standards. Fleet utilisation, damage costs and vehicle resale values are important operational factors. The agreement determines responsibilities for systems, reservation access, sourcing and other network services; these should be confirmed for the specific market.
Latest Hertz news
Our news engine monitors Hertz announcements. New reports will appear here as they are published.
Figures are approximate and based on publicly reported information as of 2023. Franchise costs and terms change; prospective franchisees should obtain the brand’s current disclosure documents and take independent legal and financial advice. Profile updated October 2026.