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Hertz's plans to beat Enterprise in the off-airport car rental market

Dennis Schaal

Photo Credit: No one behind the desk? No problem. Hertz is installing video kiosks at off-airport locations. Pictured is a Hertz Local Edition off-airport location in Orlando, but the branding will change to Dollar Thrifty.  Flickr.com / Ryan Crierie

Skift Take

Video kiosks at off-airport locations sound great. But, if the Dollar Thrifty car for rental is filthy, is the video kiosk going to wash it?

Enterprise controls about 80% of the off-airport car-rental market in the U.S., but Hertz has big plans to strengthen its position using newly acquired Dollar Thrifty. Off-airport is an $11 billion market in the U.S. -- about as large as airport rentals -- but Hertz currently only has about 12% market share, says CFO Elyse Douglas, who addressed the topic yesterday at the Credit Suis

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