Hertz Lowers Rental Revenue Target
Despite this reduction, Hertz Global Holdings Inc. confirms that its full-year 2016 adjusted earnings will be within a range of $1.6 to $1.7 billion.

Photo courtesy of The Hertz Corp.

Photo courtesy of The Hertz Corp.
Hertz Global Holdings Inc. said that, due to what the company believes is excess industry capacity, it now expects its first quarter and full year 2016 U.S. car rental (U.S. RAC) revenue and consolidated first quarter adjusted earnings per share to be lower than previously expected.
Despite this reduction, Hertz is affirming its full-year 2016 adjusted earnings guidance within a range of $1.6 to $1.7 billion, according to the company.
For the first quarter 2016, Hertz expects U.S. RAC revenue per available car day (RACD) to decline between 2.5% to 3.5% versus the same period last year on low single-digit growth in transaction days.
For the full year 2016, Hertz now expects U.S. RAC total revenue to be flat to 1.5% lower versus the company's previous guidance of 1.5% to 2.5% growth year–over-year, says the company.
Hertz continues to expect modest U.S. RAC transaction day growth in 2016, primarily driven by its on-airport business, according to the company. In addition to maintaining its 2016 adjusted earnings guidance, Hertz provided corresponding full-year adjusted earnings per share guidance of between $0.95 per share and $1.10 per share, which is based on an average of 424 million shares outstanding and a 37% effective tax rate.
"We are disappointed that the pricing pressure experienced late in 2015 further intensified in the first quarter of 2016,” said president and CEO John Tague. “However, we believe that industry capacity will likely moderate as seasonal demand improves establishing the foundation for a relative improvement in pricing as we head into the peak summer season."
Hertz continues to expect to achieve $350 million of incremental savings in 2016. Similar to 2015, the company anticipates a lower rate of savings realization during the first half of the year as targeted initiatives ramp up throughout 2016, according to Hertz.
More Rental Operations

Car Rental Rates Forecast to Rise 3.6% in 2026 Before Easing in 2027
Car rental rates are projected to rise less than airfares and hotel rates in 2026, then become the only major travel category forecast to decline in 2027, according to projections from GBTA and ALTOUR.
Read More →
Avis Cuts Fleet as Summer Demand Trails Expectations
Avis Budget Group increased second-quarter earnings despite lower Americas revenue and softer-than-expected summer demand. The company also expanded Avis First and advanced its autonomous fleet operations with Waymo.
Read More →
Why Bookings Are Only the Start of the Rental Day
A reservation captures demand. The operating test is whether the business can keep the customer, vehicle, commercial terms, and next action aligned until the rental is closed.
Read More →
This Is the Oldest Car Rental Advertisement You’ll Ever See
This ad for Saunders Drive it Yourself, believed to be the first car rental company in the U.S., was found in an Omaha phone book from 1926.
Read More →
The Desk Upsell Is Costing Operators More Than it Earns
Counter upsells generate revenue, but they can also slow transactions, erode trust, and cost repeat business. Fully inclusive pricing may offer operators a better path to long-term value.
Read More →
U-Save Expands Indian Ocean Presence with New Master Franchise for Mauritius
The franchise has been acquired by Mauritian travel entrepreneur Umarfarooq Omarjee, an established figure in the island's tourism and mobility sector.
Read More →
Global Carsharing Fleet Projected to Reach 768,000 Vehicles By 2030
A new Berg Insight forecast outlines several business models driving the projected growth in public carsharing worldwide through 2029.
Read More →
Rental Car Fleet Sales Show Mid-Year Strength
June gains ensured rental fleets closed out the first half of 2026 in positive territory.
Read More →
Surprice Mobility Opens Corporate Rental Station at Milan Malpensa Airport
The Milan opening is part of Surprice Mobility's broader strategy to expand its corporate operations while increasing the use of technology across its network.
Read More →
Brazilian Executive MBA Targets Growing Domestic Rental Car Industry
Rental car companies face a unique combination of challenges that are rarely addressed in traditional programs.
Read More →
