Hertz Is Revamping Dollar and Thrifty Brands
Photo Credit: Hertz wants to "revitalize" its Thrifty brand, according to CEO Stephen Scherr. Flickr
Skift Take
Hertz has plenty to gain by going after the more price-conscious traveler with these two brands, especially as corporate America tightens its belt. But then how does it balance that with its push for more luxury electric vehicles?
Hertz is polishing its affordable car rental brands Dollar and Thrifty to help grow sales from more price-conscious business travelers.
“These two iconic brands are performing shy of their potential,” said Hertz CEO Stephen Scherr on Tuesday.
The vehicle rental company believes that by “revitalizing” them it can pursue profitable mid-market growth.
Scherr made the comments during the company's fourth-quarter results earnings call, where he revealed his other focuses included growing its electric vehicle platform and expanding its rideshare business.
Mid-Market Targets
Dollar and Thrifty are well-known names in the U.S., and have a long history with customers. The problem, the CEO argued, i
