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The Hertz Corporation

Hertz Corporation
Traded as NYSE: HTZ
Industry Rental and leasing
Founded 1918
Founder John D. Hertz
Headquarters Estero, Florida, U.S.
Area served
Key people
CEO, John P Tague [1]
Owner Hertz Global Holdings Inc
Number of employees
Divisions Hertz Equipment Rental
Hertz Car Sales
Hertz on Demand
Subsidiaries Donlen Corporation
Slogan "Journey on."
Hertz office Livonia, Michigan

The Hertz Corporation, a subsidiary of Hertz Global Holdings Inc[3] is an American car rental company with international locations in 145 countries worldwide.[3] The company is based in Estero, Florida.[4] Hertz is the largest U.S. car rental company by sales.[4] On May 7, 2013, it was announced that Hertz would relocate its corporate headquarters to Estero, just outside Fort Myers in Southwest Florida.[5][6]


  • History 1
    • Early years 1.1
    • The Hertz Corporation 1.2
    • Key Executives 1.3
    • Hertz Global Holdings Inc 1.4
    • Headquarters relocation 1.5
    • Locations 1.6
  • Fleet 2
    • Specialty Cars 2.1
    • Green collection and electric cars 2.2
    • Hertz 24/7 car sharing 2.3
    • Simply Wheelz and Advantage 2.4
  • Advertising 3
    • Let Hertz put you in the driver’s seat 3.1
    • John F. Kennedy assassination 3.2
    • O.J. Simpson 3.3
  • Low-floor passenger bus 4
  • Heavy equipment rental 5
  • References 6


Early years

The company was founded by Walter L. Jacobs in 1918, who started a car rental operation in Chicago with a dozen Model T Ford cars. In 1923, Jacobs sold it to John D. Hertz who made it a subsidiary of his Yellow Truck and Coach Manufacturing Company and renamed it "Hertz Drive-Ur-Self System".

He sold a controlling interest in the Yellow Truck and Coach Manufacturing Company (and hence also 'Hertz Drive-Ur-Self') to General Motors in 1925 who then purchased the remaining shares in 1943.

Hertz arranged for The Omnibus Corporation, which he also owned, to purchase the car rental business back from GM in 1953. He sold all The Omnibus Corporation's public transport interests the same year, changed its name to 'The Hertz Corporation' and floated it on the New York Stock Exchange the following year.

The Hertz Corporation

In 1954, the new corporation bought New York truck leasing company, Metropolitan Distributors.[7]

In 1967, The Hertz Corporation became a wholly owned subsidiary of RCA but was operated as a separate entity. In 1985, Hertz joined UAL Corporation. On December 30, 1987, Hertz was sold to 'Park Ridge Corporation', which was then owned by Ford Motor Company and members of Hertz senior management. In 1988, Volvo North America Corporation invested in Park Ridge Corporation.[7]

On June 13, 2005, Ford issued a notice that Hertz would be let loose in an initial public offering. On September 8, 2005 it was announced it was to be sold to private equity companies Clayton, Dubilier & Rice, The Carlyle Group and Merrill Lynch Global Private Equity for $15 billion in cash and debt acquisition.[8] The sale was completed on December 22, 2005. This private equity group took Hertz public on November 16, 2006.

On January 11, 2010, Hertz announced the acquisition of used cars dealer British Car Auctions (BCA) for an undisclosed sum.[9]

In November 2011, Hertz introduced ExpressRent kiosks at a number of locations. This was the first large scale car rental kiosk deployment in the U.S. using a live agent assistant via video chat.[10]

On January 3, 2014 it was reported that Hertz shares had jumped in value by 2.6% after the reported purchase of 30-40 million shares by billionaire Carl Icahn in what was believed to be a hostile takeover attempt. In response to Icahn’s reported share purchase the Hertz Board reportedly stated that it would issue one preferred share for each current share in what is referred to as a “poison pill” response.[11]

Key Executives

  • Mark Frissora was appointed Chief Executive Officer in January 2007. Frissora was let go before quarter 4 of 2014. Prior to joining Hertz, Frissora served as Chairman and CEO of Tenneco, Inc. from 2000 to 2006.[12] In 2011, Frissora announced the launch of the “Hertz Living Journey” corporate sustainability strategy.[13] He was named one of Business Travel News’ Most Influential Business Travel Executives of 2012.[14] Frissora’s compensation from the Hertz Corporation for 2011 was $14,502,624.[12] On January 25, 2013, Frissora sold 120,000 shares of his Hertz stock, earning him $2.16 million.
  • Elyse Douglas has been the company’s Chief Financial Officer and Executive Vice President since October 2007. She has been Treasurer since joining Hertz in July 2006 and was previously Staff Vice President from July 2006 to June 2008.[15] Douglas was recently nominated for CFO Magazine’s inaugural Women in Finance awards in 2012.[16] Recently replaced by Thomas Kennedy.
  • Joseph F. Eckroth was appointed Chief Information Officer in June 2007, and has been Senior Vice President of Global Customer Care since April 2009.[17] Eckroth was named one of the Premier 100 IT Leaders of 2013 by ComputerWorld.[18]
  • Lois Boyd has been Executive Vice President and President of Hertz Equipment Rental Corporation since April 2011.[19] She was previously Senior Vice President of Advantage Rent-a-Car, appointed when Hertz acquired Advantage in 2009.[20]
  • Scott P. Sider has served as Executive Vice President and President of Car Rental and Leasing for the Americas since January 2010. He has overseen fleet planning and remarketing for Hertz America since December 2010. Sider has been with Hertz since 1983.[21]
  • Michel Taride was appointed Executive Vice President and President of Hertz International, Ltd. in January 2010. Taride has managed fleet planning and remarketing functions of Hertz International since December 2010.[22]

Hertz Global Holdings Inc

In April 2010, Hertz and Dollar-Thrifty Automotive Group announced an agreement under which Hertz was to acquire Dollar-Thrifty for a purchase price of US$41.00 per share, subject to shareholder approval, in a mix of cash and Hertz common stock.[23] Dollar-Thrifty investors in Tulsa, Oklahoma rejected this US$1.44 billion bid from Hertz on September 30, 2010.[24] Dollar-Thrifty subsequently announced on October 12, 2011 that it had taken itself off the market because it did not receive any proposals that would pass antitrust review.[25] On August 28, 2012, Hertz announced for the second time its intention to acquire Dollar-Thrifty, subject to FTC approval, in this case for US$2.3 billion.[26] This merger would yield combined annual sales of US$10.2 billion.[4] The deal was concluded in November 2012 and resulted in a combined 10,400 locations in approximately 150 countries.

Headquarters relocation

On May 7, 2013, Hertz executives, alongside Florida Governor Rick Scott, announced the company would be relocating its worldwide headquarters from Park Ridge, New Jersey to Estero, Florida. It will be located on the southeast corner of the intersection of Williams Road and U.S. Highway 41 (South Tamiami Trail), though some operations will still occur in its old headquarters in Park Ridge. The new headquarters is now under construction and the new buildings will be fully completed in early 2015.


Hertz operates in 145 countries. Outside the US, Hertz has company-operated locations in 18 countries, the rest being franchises. As of December 2012, the Company had approximately 3,210 staffed rental locations in the United States and around 1,215 staffed rental locations internationally.[27]


The Hertz fleet consists of a wide majority of vehicle manufacturers, with the majority being GM products. Luxury cars are provided by Mercedes, Infiniti, and Cadillac. Previously, due to Hertz's affiliation with Ford, the rental fleet of most locations consisted of Ford and its brands, such as Mazda, Volvo, Mercury and Lincoln, along with various others (mostly Korean and Japanese). As of December 2012, the company has over 490,000 cars in the US and a rental fleet in its international operations of over 177,000 cars, exclusive of its licensees' fleet.

Specialty Cars

In 1966, Hertz engaged racing and automotive designer Carroll Shelby to develop an exclusive version of his modified Ford Mustang. One thousand GT350H Mustangs were built and ultimately sold once their rental use had ended; however, many of them were missing the matching engine. Some renters would rent the car for a weekend and swap out the engine with a base model 289ci V8. Engine inspections upon return of the "racer" were not common place, so nobody found out until the car was due for service. By that time, there was no way to track down the engine thief. The so-called "rent-a-racer" program in the late-1960s was available in selected locations and the fleet also included Corvettes, Jaguar XK-Es, and AMC AMXs.[28]

Hertz office on the island of Martha's Vineyard

In 2006, the 40th anniversary of the original GT350H, Hertz introduced the Shelby Mustang GT-H as part of the Fun Collection at select locations. This was followed in 2007 with a convertible version of the GT-H. 2008 saw 500 Chevrolet Corvettes, badged as "ZHZ", available from selected US airports; the following year 350 convertible ZHZs joined the fleet. Both were finished in Hertz' corporate yellow with a central black stripe.

In 2013, Hertz paired with Penske and Ford to manufacture specially-modified black-and-yellow 2013 Ford Mustang GT Premium Coupes that were individually numbered for their fleets at select U.S. airports.

All of Hertz's US specialty cars featured SIRIUS satellite radio, Hertz's NeverLost navigation system, and other features that may not be equipped, or at least may cost extra, on their standard-class vehicles.

Green collection and electric cars

Hertz launched its "Green Collection" in September 2006 with environmentally friendly vehicles including the Toyota Prius, Ford Fusion, Buick LaCrosse, Toyota Camry, and Hyundai Sonata.[29] All feature Environmental Protection Agency (EPA) highway fuel efficiency ratings of 28 mpg-US (8.4 L/100 km; 34 mpg-imp) or better on the highway.[30] In early 2007, Hertz launched its global hybrid rental program in conjunction with a $1 million donation to the National Park Foundation.[31]

Hertz has an agreement with Nissan to bring the Nissan Leaf electric car to certain U.S. and European locations. Hertz said it also will supply electrics and plug-in hybrids from other manufacturers, including General Motors, Toyota, and Mitsubishi.[32]

Hertz 24/7 car sharing

Hertz 24/7, formerly Hertz on Demand and earlier Connect by Hertz,[33] is the Hertz Corporation’s global car sharing service, launched in December 2008, and currently operates in Berlin, London, Madrid, New York City, and Paris, as well as numerous university campuses worldwide.[34][35] On University campuses, Hertz 24/7 offers vehicles in the Personal, Social, and Jet Set Collections.[36] Hertz 24/7 vehicles are available for online reservation.

As part of Hertz Global EV initiative, Hertz 24/7 offers for hour rental several electric cars at selected locations in the US, the UK, and China. The plug-in electric vehicles that will be available include the Nissan LEAF, Chevrolet Volt, Mitsubishi i-MiEV, Tesla Roadster, Smart ED, Toyota Prius Plug-in Hybrid and Coda Sedan . As of May 2011 the Smart ED, the Chevy Volt, and the Nissan Leaf are available in New York City.[37] Later in 2011 plug-in cars will be introduced in San Francisco and Washington D.C.[38][39] In April 2011 the Mitsubishi i MiEVs began to be offered in London for rental to Hertz 24/7 members.[40]

Simply Wheelz and Advantage

In 2007, Hertz launched subbrand "Simply Wheelz" to address economy-minded and leisure-market customers in Orlando, Florida. The subbrand was colocated within and utilized the fleet and other assets of the parent brand, and channeled reservations and customer-service through a streamlined web front-end (resembling those of low-cost-carrier airlines) to its existing systems. Hertz outbid Enterprise Rent-a-Car acquiring the assets of bankrupt Advantage Rent a Car System in early 2009. The Simply Wheelz subbrand and website were then rebranded as Advantage Rent-a-Car.

On August 26, 2012, Hertz announced that it agreed to sell the US Advantage business to Franchise Services of North America and Macquarie Capital, as a divestiture to receive regulatory approval of Hertz's acquisition of Dollar Thrifty Automotive Group, announced at the same time, and to convert foreign Advantage locations to the Thrifty brand.[41] On December 12, 2012, Advantage Rent A Car was acquired by MacQuarie Capital.


Let Hertz put you in the driver’s seat

In 1959, the advertising firm of Norman, Craig & Kummel (NCK) was selected as the new advertising agency for Hertz. NCK developed the slogan “Hertz puts you in the driver’s seat,” which was first used commercially in September 1959. NCK quickly changed the wording to “Let Hertz put you in the driver’s seat” by October 1959. Hertz used the line in the early 1960s in print, signs and television. The series is listed as number 65 in the top 100 advertising campaigns of the 20th century by Advertising Age magazine.[42]

John F. Kennedy assassination

A large billboard advertising Hertz was on the roof of the Texas School Book Depository in Dealey Plaza during the assassination of President John F. Kennedy on November 22, 1963. The billboard was removed in 1978.[43]

O.J. Simpson

O.J. Simpson appeared prominently in ads for the company. The company set the trend of hiring black athletes as sponsors of various brands.[44] In 1975, O.J. Simpson became a staple in American households with his Hertz commercials.[44] One spot from the mid-1970s, showed Simpson, former football star as he was, running through an airport terminal (wearing a three-piece business suit and carrying a briefcase) and leaping over rows of departure lounge seats trying to get to his Hertz rental car. A woman yelled, "Go O.J. Go!" The tagline of the ad, as spoken by O.J., was "Hertz, the superstar in rent-a-car". In later years and through the 1980s, he appeared with golf legend Arnold Palmer; the pair was joined by the early 1990s by actress Jamie Lee Curtis. The relationship between Hertz and Simpson ended in 1994, following Simpson's arrest for the murder of Nicole Brown Simpson and Ron Goldman.

Low-floor passenger bus

A significant Hertz-led technology was the development in North America of the low-floor passenger coach. Until the early 21st century, most large Hertz lots were linked to airports they served by small fleets of firm-operated transit buses. Many Hertz locations used the Rapid Transit Series, whose high floor and stairs made loading of baggage difficult and rendered access to wheelchair and ECV-using customers difficult or impossible. A large potential contract from Hertz led Gillig Brothers of Hayward, California, to invest in a radical redesign of the city bus that offered a floor only a foot off of the ground (lower when pneumatically "kneeled") from the front of the bus, between the front wheels, up to the rear axle. The low floor and additional space freed by the redesign, initially titled the "H2000LF" by Hertz, greatly reduced loading and unloading time, increased convenience, and were for a time exclusive to Hertz. The bus was subsequently marketed as the Gillig Low Floor and is widely deployed by U.S. public transportation agencies.

Heavy equipment rental

Hertz also maintains a heavy equipment rental division known as the Hertz Equipment Rental Corporation, aka HERC. It is headquartered in Park Ridge, New Jersey, United States.[45] HERC has more than 200 branches throughout the United States, Canada, the European Union, and China.


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