In a blockbuster deal that is sure to have significant effects on the consumer rental car market, Hertz has bought Dollar/Thrifty in a $1.2 billion takeover. Hertz will regain its title as the largest rental car firm with this buyout.
From a consumer traveler’s point of view, the pending results of this merger are murky. This combination of Hertz together with Dollar/Thrifty would link a company that has been known for some of the most expensive rental car prices together with a group that normally offered some of the least expensive rentals.
From a consumer’s point of view it seemed that Hertz focused on business travelers and Dollar/Thrifty marketed to the leisure market and families. Building a new brand image will be a challenge.
Perhaps Hertz will keep the companies operating under two separate brands here in the U.S. and combine brands overseas.
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