The Car Rental Industry

On Friday, June 20th, 2014

Market summary

The you-drive business could be a multi-billion greenback sector of the U.S. economy. The U.S. phase of the business averages regarding $18.5 billion in revenue a year. Today, there ar close to one.9 million rental vehicles that service the U.S. phase of the market. additionally, there ar several rental agencies besides the business leaders that subdivide the entire revenue, specifically greenback Thrifty, Budget and Vanguard. not like alternative mature service industries, the rental automobile business is very consolidated that naturally puts potential new comers at a cost-disadvantage since they face high input prices with reduced chance of economies of scale. Moreover, most of the profit is generated by a couple of corporations as well as Enterprise, Hertz and Avis. For the yr of 2010, Enterprise generated $7.4 billion in total revenue. Hertz came in second position with regarding $5.2 billion and Avis with $2.97 in revenue.

Level of Integration

The rental automobile business faces a totally completely different setting than it did 5 years agone. in line with Business Travel News, vehicles ar being rented till they need accumulated twenty,000 to 30,000 miles till they’re relegated to the used automobile business whereas the turn-around mileage was twelve,000 to 15,000 miles 5 years agone. owing to slow business growth and slender ratio, there’s no at hand threat to backward integration at intervals the business. In fact, among the business players solely Hertz is vertically integrated through Ford.

Scope of Competition

There ar several factors that form the competitive landscape of the you-drive business. Competition comes from 2 main sources throughout the chain. On the holiday consumer’s finish of the spectrum, competition is fierce not solely as a result of the market is saturated and well guarded by business leader Enterprise, however competitors operate at a price disadvantage at the side of smaller market shares since Enterprise has established a network of dealers over ninety % the leisure phase. On the company phase, on the opposite hand, competition is incredibly robust at the airports since that phase is underneath tight management by Hertz. as a result of the business underwent a huge economic downfall in recent years, it’s upgraded the size of competition at intervals most of the businesses that survived. Competitively speaking, the rental automobile business could be a war-zone as most rental agencies as well as Enterprise, Hertz and Avis among the foremost players interact during a battle of the fittest.


Over the past 5 years, most corporations are operating towards enhancing their fleet sizes and increasing the extent of profitableness. Enterprise presently the corporate with the most important fleet within the U.S. has another seventy five,000 vehicles to its fleet since 2010 that facilitate increase its variety of facilities to one hundred seventy at the airports. Hertz, on the opposite hand, has another twenty five,000 vehicles and broadened its international presence in one hundred fifty counties as against one hundred forty in 2010. additionally, Avis has enlarged its fleet from 210,000 in 2010to 220,000 despite recent economic adversities. Over the years following the economic downswing, though most firms throughout the business were troubled, Enterprise among the business leaders had been growing steady. as an example, annual sales reached $6.3 in 2013, $6.5 in 2010, $6.9 in 2012 and $7.4 billion in 2009 that translated into a rate of growth of seven.2 % a year for the past four years. Since 2010, the business has began to regain its footing within the sector as overall sales grew from $17.9 billion to $18.2 billion in a pair of003. in line with business analysts, the higher days of the rental automobile business have nonetheless to return. Over the course of consequent many years, the business is anticipated to expertise accelerated growth valued at $20.89 billion every year following 2013 “which equates to a CAGR of two.7 the troubles [increase] within the 2010-2013 amount.”

Industry Attractiveness

There ar several factors that impact the attractiveness of the you-drive business. as a result of the business is moderately targeted, it puts new market entrants at a drawback. That is, its low concentration represents a natural barrier to getting into the business because it permits existing firm to anticipate sharp retaliations against new entrants. owing to the risks related to getting into the business among alternative factors, it’s not a really enticing sector of the marketplace. From a competitive position, the leisure market is ninety % saturated owing to the active efforts of Enterprise to dominate this sector of the market. On the opposite hand, the landing field terminals ar heavily guarded by Hertz. Realistically speaking, entry within the business offers low profitableness relative to the prices and risks associated. for many customers, the most decisive factors of selecting one company over another ar worth and convenience. owing to this reason, rental corporations ar terribly discreet regarding setting their rates which typically force even the business major players within the position of giving additional to the customers for fewer simply to stay competitive. Hertz, as an example, offers wireless net to its customers simply to feature additional convenience to their travel plans. Avis on the opposite hand, offers free weekend specials if a client rents a automobile for 5 consecutive weekdays. supported the impact of the 5 forces, the you-drive sector isn’t a really enticing business to potential new market entrants.


The rental automobile business is during a state of recovery. though it should seem to be the business is playacting well financially, it’s all the same step by step restoration its footing relative to its actual economic position at intervals the last 5 years. As the simplest way of insuring profitableness, besides seeking market shares and stability, most firms throughout the chain have a typical goal that deals with lowering the extent of dependency on the airline business and moving toward the leisure phase. This state of motion has engendered some fierce competition among business competitors as they arrange to defend their market shares. From a artistic movement perspective, the higher days of the you-drive business have nonetheless to return. because the level of profitableness will increase, i feel that the majority of the business leaders as well as Enterprise, Hertz and Avis are delimited by the economic and competitive barriers of quality of their strategic teams and new comers can have a higher probability of infiltrating and realizing success within the you-drive business.

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