The Car Rental Industry

Market Overview

The automobile rental trade is a multi-billion greenback sector of the US economic system. The US phase of the trade averages about $18.5 billion in income a 12 months. At this time, there are roughly 1.9 million rental autos that service the US phase of the market. As well as, there are lots of rental companies moreover the trade leaders that subdivide the overall income, particularly Greenback Thrifty, Funds and Vanguard. Not like different mature service industries, the rental automobile trade is very consolidated which naturally places potential new comers at a cost-disadvantage since they face excessive enter prices with diminished chance of economies of scale. Furthermore, a lot of the revenue is generated by just a few corporations together with Enterprise, Hertz and Avis. For the fiscal 12 months of 2004, Enterprise generated $7.four billion in complete income. Hertz got here in second place with about $5.2 billion and Avis with $2.97 in income.

Degree of Integration

The rental automobile trade faces a very totally different setting than it did 5 years in the past. In accordance with Enterprise Journey Information, autos are being rented till they’ve accrued 20,000 to 30,000 miles till they’re relegated to the used automobile trade whereas the turn-around mileage was 12,000 to 15,000 miles 5 years in the past. Due to gradual trade progress and slender revenue margin, there is no such thing as a imminent menace to backward integration inside the trade. In reality, among the many trade gamers solely Hertz is vertically built-in by Ford.

Scope of Competitors

There are various elements that form the aggressive panorama of the automobile rental trade. Competitors comes from two fundamental sources all through the chain. On the holiday client’s finish of the spectrum, competitors is fierce not solely as a result of the market is saturated and effectively guarded by trade chief Enterprise, however rivals function at a price drawback together with smaller market shares since Enterprise has established a community of sellers over 90 p.c the leisure phase. On the company phase, alternatively, competitors could be very sturdy on the airports since that phase is beneath tight supervision by Hertz. As a result of the trade underwent an enormous financial downfall lately, it has upgraded the dimensions of competitors inside a lot of the firms that survived. Competitively talking, the rental automobile trade is a war-zone as most rental companies together with Enterprise, Hertz and Avis among the many main gamers interact in a battle of the fittest.


Over the previous 5 years, most corporations have been working in the direction of enhancing their fleet sizes and growing the extent of profitability. Enterprise at present the corporate with the most important fleet within the US has added 75,000 autos to its fleet since 2002 which assist enhance its variety of services to 170 on the airports. Hertz, alternatively, has added 25,000 autos and broadened its worldwide presence in 150 counties versus 140 in 2002. As well as, Avis has elevated its fleet from 210,000 in 2002 to 220,000 regardless of latest financial adversities. Over time following the financial downturn, though most firms all through the trade had been struggling, Enterprise among the many trade leaders had been rising steadily. Rent On-line rental mobil

For instance, annual gross sales reached $6.three in 2001, $6.5 in 2002, $6.9 in 2003 and $7.four billion in 2004 which translated right into a progress price of seven.2 p.c a 12 months for the previous 4 years. Since 2002, the trade has began to regain its footing within the sector as general gross sales grew from $17.9 billion to $18.2 billion in 2003. In accordance with trade analysts, the higher days of the rental automobile trade have but to return. Over the course of the subsequent a number of years, the trade is anticipated to expertise accelerated progress valued at $20.89 billion annually following 2008 “which equates to a CAGR of two.7 % [increase] within the 2003-2008 interval.”