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U.S. and Canadian flags and sign that says tariffs ahead
Auto Rental Focus•by Chris Brown•August 30, 2026

What New Tariff Uncertainty Means for Rental Fleet Planning

Automakers won’t relocate production overnight, but uncertainty over Canadian tariffs could affect vehicle pricing, sourcing, and allocation well before the proposed Jan. 1 deadline.

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Chris Brown in casual setting
Auto Rental Focus•by Chris Brown•July 22, 2026

I'm Back

Life moves forward, as it inevitably does, but it sometimes seems to move in circles too. You end up in a different place, but you never close a door. Because you may walk back through it again.

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A red sports car sits underneath and AI-driven damage detection scanner.
Auto Rental Focus•by Martin Romjue•July 10, 2026

AI Can Supply The Damage Data, But Operators Must Apply The Judgments

The rental car industry held its first open discussion about the most controversial issue of the past year. Here are some key lessons, takeaways, and viewpoints.

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Moderator and three panelists on stage in white chairs in front of a red curtain and palm frond planters.
Auto Rental Focus•by Martin Romjue•June 5, 2026

ICRS 2026 Countered The AI Drama, Thanks To These Panelists

One of my favorite sessions laid out the AI techno-optimism available to rental car operators ready to adapt their services for the decades ahead.

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Auto Rental Focus•by Martin Romjue•April 29, 2026

Why Is JFK’s Grandson Interested In Your Rental Fleets?

Car rental operations should follow consistent practices when applying AI to vehicle damage assessments.

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Outline of a multi-colored smart phone screen next to large lettering, "Rent A Car Here."
Auto Rental Focus•by Martin Romjue•April 2, 2026

‘Zero Friction’ Is The New Buzz Phrase for ICRS

This year’s International Car Rental Show hits the hot buttons on industry change and challenges.

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A blue Ford Mustang Mach E pictured next to EV chargers in an illustration.
Auto Rental Focus•by Martin Romjue•March 6, 2026

Rental EV Adoption Requires Local, Targeted Approach

The EV frenzy of the last few years has disillusioned the motoring public about going all-electric. Now it’s time to meet the market where it’s at.

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Outline of a futuristic rental car against a black backdrop.
Auto Rental Focus•by Martin Romjue•January 27, 2026

Why Car Rental Operations Must Use AI To Gain More Renters

A race has started between generations embracing AI and companies willing to adapt it to their operations.

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A futuristic gray rental car counter with a white recessed background area featuring flat-screen displays, accented by mood lighting.
Auto Rental Focus•by Martin Romjue•January 7, 2026

Speed Overtakes Car Rental Industry Practices

Technology, data, and digital advances are combining to create a business climate full of information, impatience, and instant results.

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Close up of a wine glass filling with red wine.
Auto Rental Focus•by Martin Romjue•December 22, 2025

As Another Year Fades, A Future Industry Vision Crystallizes

Despite the battering of economic forces, the U.S. car rental industry appears fortified against even faster upheaval ahead.

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Auto Rental Focus•by Martin Romjue•October 17, 2025

Meet Jul-IA, The Attentive Agent Moving Into Car Rental Operations

As AI gains knowledge and reach, it’s ready to be promoted from a rental car agent to a back-office manager.

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A vehicle inspection arch-style imaging structure that takes photos of rental cars returning to an airport parking deck.
Auto Rental Focus•by Martin Romjue•September 10, 2025

Finding A Middle Way On AI-Driven Rental Car Fees

The spate of media reports about car renters furious with AI-assessments creates bad will and poor PR images for the car rental industry.

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