Market Introduction

The car rental industry is often a multi-billion dollar sector in the US economy. The US phase of the industry averages about $18. 5 billion in revenue a year. Today, you will discover approximately 1 . 9 zillion rental vehicles that provide the US segment of the sector. In addition, many rental organizations besides the industry leaders will subdivide the total revenue, particularly Dollar Thrifty, Budget in addition to Vanguard. Unlike other fully developed service industries, the local rental car industry is highly combined. It naturally puts prospective newcomers at a cost disadvantage simply because they face high input fees with reduced possibility of companies of scale. Read the ladybug car rental reviews here, click here

Moreover, the vast majority of profit is generated by just a few firms, including Party, Hertz,, and Avis. For any fiscal year of 04, Enterprise generated $7. 5 billion in total revenue. Hertz came in the second position together with about $5. 2 million and Avis with $2. 97 in revenue.

Amount of Integration

The rental automobile industry faces a completely diverse environment than it performed five years ago. According to Small business Travel News, vehicles will be rented until they have acquired 20, 000 to one month, 000 miles until they are really relegated to the used car marketplace whereas the turn-around gas mileage was 12, 000 to fifteen, 000 miles five in years past. Because of slow industry progress and narrow profit perimeter, there is no imminent threat to be able to backward integration within the market. In fact , among the industry participants, only Hertz is top to bottom integrated through Ford.

Chance of Competition

There are many components that shape the reasonably competitive landscape of the car rental marketplace. Competition comes from two key sources throughout the chain. For the vacation consumer’s end of the spectrum, competition is intense not only because the market is soaked and well guarded simply by industry leader Enterprise, yet competitors operate at an expense disadvantage along with smaller industry shares since Enterprise has built a network of retailers over 90 percent the particular leisure segment.

On the corporate and business segment, on the other hand, competition is quite strong at the airports because that segment is below tight supervision by Hertz. Because the industry underwent an enormous economic downfall in recent years, they have upgraded the scale of competitors within most of the companies in which survived. Competitively speaking, typically the rental car industry can be a war zone as most rental firms including Enterprise, Hertz along with Avis among the major people engage in a battle on the fittest.


Over the past a few years, most firms are actually working towards enhancing their very own fleet sizes and improving the level of profitability. Enterprise the company with the largest fast in the US has added 75, 000 vehicles to its fast since 2002 which help enhance its number of facilities for you to 170 at the airports. Hertz, on the other hand, has added 25, 000 vehicles and broadened their international presence in one hundred and fifty counties as opposed to 140 throughout 2002. In addition, Avis has grown its fleet from 210, 000 in 2002 for you to 220, 000 despite the latest economic adversities. Over the years following an economic downturn, although most companies throughout the entire industry were struggling, Business among the industry leaders has been growing steadily. For example, yearly sales reached $6. three in 2001, $6. five in 2002, $6. nine in 2003 and $7. 4 billion in 2004 which translated into a growth price of 7. 2 percent annually for the past four years. Because 2002, the industry has started in order to regain its footing within the sector as overall product sales grew from $17. nine billion to $18. only two billion in 2003. As outlined by industry analysts, better times of the rental car sector have yet to come. During the next several years, the industry is usually expected to experience accelerated expansion valued at $20. fifth 89 billion each year following ’08 “which equates to a CAGR of 2. 7 % [increase] in the 2003-2008 period. ”


During the last few years the rental vehicle industry has made a great deal of improvement to facilitate it submission processes. Today, there are around 19, 000 rental areas yielding about 1 . nine million rental cars in the US. Due to the increasingly abundant number of carrental locations in the US, strategic as well as tactical approaches are evaluated in order to insure proper submission throughout the industry. Distribution develops within two interrelated portions. On the corporate market, basically are distributed to air-ports and hotel surroundings. About the leisure segment, on the other hand, autos are distributed to firm owned facilities that are ideally located within most key roads and metropolitan areas.

In past times, managers of rental auto companies used to rely on gut-feelings or intuitive guesses making decisions about how many cars to get in a particular fleet as well as utilization level and performance requirements of keeping certain cars in a single fleet. With that methodology, it had been very difficult to maintain a level associated with balance that would satisfy customer demand and the desired degree of profitability. The distribution procedure is fairly simple throughout the market. To begin with, managers must decide the number of cars that must be in inventory on a daily basis. Because a extremely noticeable problem arises while too many or not enough automobiles are available, most car rental organizations including Hertz, Enterprise and also Avis, use a “pool” the industry group of independent rental amenities that share a number of vehicles. Basically, with the costly in place, rental locations buy and sell more efficiently since they reduce the likelihood of low inventory if not do away with rental car shortages.

Sector Segmentation

Most companies throughout the company make a profit based of the style of cars that are rented. Often the rental cars are categorized in economy, compact, intermediate, insurance and luxury. Among the all 5 categories, the economy sector assure the most profit. For instance, our economy segment by itself is responsible for in between. 7 percent of the full market revenue in 2004. Additionally , the compact segment paid for for 32. 3 per-cent of overall revenue. All the other other categories covers the remainder of the 30 percent for the US phase.

Historical Levels of Profitability

The actual profitability of the car rental market has been shrinking in recent years. Within the last five years, the industry has been struggling just like the rest of the traveling industry. In fact, between the yrs 2001 and 2003, the market experienced a moderate reduction in the level of earnings. Specifically, revenue fell coming from $19. 4 billion in 2000 to $18. a couple of billion in 2001. Eventually, the overall industry revenue wore away further to $17. on the lookout for a billion in 2002; a quantity that is minimally higher than $17. 7 billion which is the actual revenue for the year the 90s. In 2003, the industry seasoned a barely noticeable raise which brought profit to help $18. 2 billion.

On account of the economic downturn in recent years, several of the smaller players that were really dependent on the airline marketplace have done a lot of strategy realignments as a way of preparing all their companies to cope with eventual economical adversities that may surround a. For the year 2004, alternatively, the economic situation of most businesses has gradually improved through the industry since most local rental agencies have returned much better profits relative to the previous years. For instance, Enterprise noticed revenues of $7. 5 billion; Hertz returned gross income of $5. 2 tera-, and Avis with $2. 9 billion in profit for the fiscal year connected with 2004. According to industry pros, the rental car marketplace is expected to experience continuous growth of 2 . 6 percent in revenue over the future several years which translates into a rise in profit.

Competitive Rivalry Between Sellers

There are many factors that will drive competition within the rental car industry. Over the past few years, extending fleet sizes and raising profitability has been the focus of typically within the car rental industry. Organization, Hertz and Avis among the list of leaders have been growing throughout the sales and fleet dimensions. In addition , competition intensifies because firms are constantly attempting to improve their current conditions and give more to consumers. Entity has nearly doubled their fleet size since 93 to approximately 600, 000 cars today.

Because the business operates on such thin profit margins, price competition is not really a factor; however , most companies tend to be actively involved in creating beliefs and providing a range of facilities from technological gadgets in order to even free rental to meet customers. Hertz, for example , combines its Never-Lost GPS system inside its cars. Enterprise, however, uses sophisticated yield administration software to manage its fleets.

Finally, Avis uses the OnStar and Skynet program to better serve the consumer foundation and offers free weekend leasing if a customer rents a vehicle for five consecutive times Moreover, the consumer base from the rental car industry offers relatively low to absolutely no switching cost. Conversely, hire agencies face high permanent operating costs including property or home rental, insurance and maintenance. Subsequently, rental agencies are sensitively pricing there rental cars only to recover operating costs along with adequately meet their customers calls for. Furthermore, because the industry encountered slow growth in recent years caused by economic stagnation that lead to a massive decline in both business travel and the leisure field, most companies including the industry frontrunners are aggressively trying to align their firms by slowly lessening the dependency degree on the airline industry as well as regaining their footing within the leisure competitive arena.

The actual Entry of new Competitors

Coming into the car rental industry applies new comers at a serious negative aspect. Over the past few years following the tough economy of 2001, most key rental companies have began increasing their market gives in the vacation sector on the industry as a way of assuring stability and lowering the quality of dependency between the airline plus the car rental industry. While this development has engendered long term good results for the existing firms, it includes heightened the competitive scenery for new comers. Because of the intensity of competition, existing companies such as Enterprise, Hertz as well as Avis carefully monitor their own competitive radars to foresee Sharpe retaliatory strikes towards new entrants. Another screen to entry is created due to saturation level of the industry.

For instance , Enterprise has taken the first ocasionar advantage with its 6000 features by saturating the amusement segment thereby placing not simply high restrictions on the most popular distribution channels, but also excessive resource requirements for new organizations. Today, Enterprise has a hire location within 15 mls of 90 percent on the US population. Because of the system of dealers Enterprise has generated around the nation, it has become fairly stable, more recession evidence and most importantly, less dependent on the airline industry when compared with its competitors. Hertz, however, is utilizing the full range of its 7200 shops to secure its position available on the market. Basically, the emergence on most of the industry leaders into your leisure market not only drs rivalry, but also it ranges directly with the level of sophiisticatedness of entering the car lease industry.

The Threat connected with Substitute

There are many substitutes accessible for the car rental industry. Originating from a technological standpoint, renting a car or truck to go the distance for a assembly is a less attractive choice as opposed to video conferencing, internet teams and collaboration program with which a company can promptly setup a meeting with its staff members from anywhere around the world for a cheaper cost. In addition , there are many alternatives including taking a pickup’s cab which is a satisfactory substitute in accordance with quality and switching fee, but it may not be as superbly priced as a rental car or truck for the course of a day if not more.

While public transportation is the most cost effective of the alternatives, it is too costly in terms of the process and time frame it takes to reach one’s place. Finally, because flying delivers convenience, speed and performance, it can be a very enticing substitute; still it is an unattractive alternative with regards to price relative to renting an automobile. On the business segment, rental car agencies have more protection against alternatives since many companies have integrated travel policies that create the parameters of while renting a car or by using a substitute is the best course of action.

In accordance with Tracy Esch, an Advantage overseer of marketing operations, her business rents cars up to a 200-mile trip before considering an alternate. Basically, the threat regarding substitute is reasonably low in the automobile rental industry since the outcomes the substitute products have got do not pose a significant risk of profit erosion through the industry.

The Bargaining Strength of Suppliers

Supplier power is definitely low in the car rental marketplace. Because of the availability of substitutes along with the level of competition, suppliers have no a great deal of influence in the affiliate agreement of supplying the car rental. Because the rental cars are usually ordered in bulk, rental car providers have significant influence in the terms of the sale since they enjoy the ability to play one distributor against another to lower often the sales price. Another issue that reduces supplier electric power is the absence of switching charge. That is, buyers are not influenced from purchasing from one company over another and most important, changing to different supplier’s merchandise is barely noticeable and affect consumer’s rental alternatives.

The Bargaining Power of Purchasers

While the leisure sector offers little or no power, the business section possesses a significant amount of impact in the car rental industry. A fascinating trend that is currently ongoing throughout the industry is making car rental companies to conform to the needs of corporate vacationers. This trend significantly lowers supplier power or the hire firms’ power and improves corporate buyer power since business segment is extremely price sensitive, well informed concerning the industry’s price structure, buy in larger quantities plus they use the internet to force affordable prices. Vacation buyers, on the other hand, possess less influence over the leasing terms. Because vacationers are often less price sensitive, buy in lesser amounts or maybe purchase more infrequently, they also have weak bargaining power.

A few Forces

Today the car hire industry is facing a contrasting environment than it does five years ago. Competitively conversing, the revolution of the a few forces around the car rental sector exerts some strong monetary pressure that has significantly negatively impacted the competitive attractiveness on the industry. As a result of the tough economy in recent years, many companies went underneath namely Budget and the Vanguard Group because their organization infrastructure succumbed to the untenability of the competitive environment. Right now, very few firms including Entity, Hertz and Avis go back a slightly above-average revenue when compared to the rest of the industry. Realistically talking, the car rental sector is not really a very attractive industry due to the level of competition, the obstacles to entry and the competing pressure from the substitute companies.

Strategic Group Mapping

Like a moderately concentrated sector, there exists a clear hierarchy in the car leasing industry. From an economic perspective, disparities exist from a amount of dimensions including revenue, navy size and the market dimension each firm holds on the market place. For instance, Enterprise characterizes the industry with a fleet scale approximately 600, 000 automobiles along with its market dimension and its level of profitability. Hertz comes in second position using its number of market shares along with fleet volume. In addition , Annonce ranks third on the road.

Avis is among one of several companies that is having troubles recovering its revenue margins from prior to the economic downturn. As an illustration, in 2000 Avis went back revenues of approximately $4. 3 billion. Over the course of the next a long period following 2000, the profits of Avis has been drastically lower than that of 2000. As a method of reducing uncertainty many organizations are gradually lessening the quality of dependency on the airline sector and emerging the amusement market. This trend will not be in the best interest of Hertz as its business strategy is intricately linked to the airports.

Key Good results Factors

There are many key accomplishment factors that drive productivity throughout the car rental industry. Volume utilization is one of the factors this determines success in the industry. Mainly because rental firms experience loss in revenue when there are both too few or too many automobiles sitting in their lots, it truly is of paramount importance to efficiently control the fleets.

This accomplishment factor represents a big energy for the industry since it decreases if not completely eliminates the particular possibly of running quick on rental cars. Efficient circulation is another factor that keeps the market profitable. Despite the positive romance between fleet sizes along with the level of profitability, firms usually are constantly growing their fast sizes because of the competitive allows that surround the industry.

Additionally, convenience is one of the crucial capabilities by which consumers select lease firms. That is, car rental ? individuals are more prone to renting automobiles from firms that have hassle-free rental and drop-off places. Another key success aspect that is common among fighting firms is the integration of technology in their business functions. Through technology, for instance, your car rental companies create strategies to meet consumer demand through renting a car a very friendly ordeal by adding the convenience of on-the-net rental among other solutions. Furthermore, firms have bundled navigation systems along with roadside help to offer customers the a sense of peace when renting cars.

Market Attractiveness

There are many factors that will impact the attractiveness in the car rental industry. Because the market is moderately concentrated, that puts new market entries at a disadvantage. That is, it is low concentration represents an all-natural barrier to entering a as it allows the existing agency to anticipate sharp retaliations against new entrants. Because the risks associated with entering the market among other factors, it is not an exceptionally attractive sector of the souk. From a competitive standpoint, often the leisure market is 90 per-cent saturated because of the active work of Enterprise to command this sector of the sector.

On the other hand, the airport dernier are heavily guarded simply by Hertz. Realistically speaking, admittance in the industry offers low earnings relative to the costs and dangers associated. For most consumers, the primary determining factors of choosing 1 company over another tend to be price and convenience. Due to this reason, rental firms are extremely circumspect about setting their own rates and that generally pressure even the industry major gamers in the position of providing more to the consumers smaller just to remain competitive. Hertz, for example , offers wireless internet for you to its customers just to increase more convenience to their vacation plans. Avis on the other hand, presents free weekend specials when a customer rents a car intended for five consecutive weekdays. Good impact of the five pushes, the car rental sector is simply not a very attractive industry for you to potential new market entries.


The rental vehicle industry is in a state associated with recovery. Although it may seem as the industry is performing nicely financially, it is nonetheless slowly regaining its footing in accordance with its actual economic place within the last five years. As a means of insuring profitability, aside from seeking market shares along with stability, most companies throughout the sequence have a common goal in which deals with lowering the level of habit on the airline industry along with moving toward the amusement segment. This state-involving motion has engendered a number of fierce competition among sector competitors as they attempt to protect their market shares. From the futuristic perspective, better times of the car rental industry possess yet to come. As the degree of profitability increases, I believe that many of the industry leaders such as Enterprise, Hertz, and Menace will be bounded by the financial and competitive barriers associated with the mobility of their strategic categories, and newcomers will have an improved chance of infiltrating and noticing success in the car rental sector.