PARK RIDGE, N.J., Aug. 30, 2013 /PRNewswire/ -- The Hertz Corporation (NYSE: HTZ) today announced the expansion of its Firefly brand, Hertz's deep value brand for price conscious leisure travelers, into the US. Opening throughout the year, the first location, in Orlando, will begin serving customers on September 15, 2013 followed by San Francisco, Las Vegas, and Los Angeles. The Company plans to have, by year end, approximately 20 Firefly locations servicing local area airports in select US leisure markets where other deep value brands have a significant presence.
The Company said that Firefly will enable the company to re-enter the deep value, leisure car rental market in the U.S. which it temporarily exited after divesting the Advantage brand earlier this year. Additionally, Firefly will generate incremental fleet sharing, systems and operational synergies among its four brands, including Hertz, Dollar and Thrifty.
First launched in Europe, in March 2013, Hertz now operates 40 Firefly locations in Spain, France, Italy, Germany, the UK, Switzerland and Portugal. The locations service the deep value leisure segment, the fastest growing market segment in the airport car rental market.
The Company is committed to growing the brand, targeting the price conscious leisure market. Adding Firefly is part of a strategic objective to offer multiple brands to provide customers a full range of rental services at different pricing points.
Hertz operates its car rental business through the Hertz, Dollar and Thrifty brands from approximately 10,400 corporate, licensee and franchisee locations in North America, Europe, Latin America, Asia, Australia, Africa, the Middle East and New Zealand. Hertz is the largest worldwide airport general use car rental brand, operating from approximately 8,800 corporate and licensee locations in approximately 150 countries. Hertz is the number one airport car rental brand in the U.S. and at 111 major airports in Europe. Dollar and Thrifty have approximately 1,580 corporate and franchisee locations in approximately 80 countries. Hertz is an inaugural member of Travel + Leisure's World's Best Awards Hall of Fame and was recently named, for the thirteenth time, by the magazine's readers as the Best Car Rental Agency. Hertz was also voted the Best Overall Car Rental Company in Zagat's 2013/14 U.S. Car Rental Survey, earning top honors in 10 additional categories, and the Company swept the global awards for Best Rewards Program and Best Overall Benefits from FlyerTalk.com. Product and services such as Hertz Gold Plus Rewards, NeverLost®, and unique cars and SUVs offered through the Company's Adrenaline, Prestige and Green Traveler Collections, set Hertz apart from the competition. Additionally, Hertz owns the vehicle leasing and fleet management leader Donlen Corporation and operates the Hertz On Demand car sharing business. The Company also owns a leading North American equipment rental business, Hertz Equipment Rental Corporation, which includes Hertz Entertainment Services.
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