Hertz has entered the low-cost car rental market, acquiring Ace Rental Cars in Australia and New Zealand. This aids Hertz’ efforts appeal to a wider demographic.
Ace Rental Cars will continue to function under its own brand name but as a Hertz subsidiary. It has been offering services between 40 to 50 percent cheaper than Hertz, but is not affiliated with any frequent flier programme or hotel loyalty scheme.
Hertz has recently been expanding aggressively particularly in Asia-Pacific, forming partnerships with more local firms such as Flexicar, also based in Australia, and ORIX Auto Infrastructure Service in India (see story here).