SIXT Lights Up Times Square with New Location, Ad Display
The German-based global auto rental company is expanding or adding rental car outlets at two locations in New Jersey and two in the nearby New York City area.
SIXT’s regional expansion follows major, high-profile ads for the company’s “Rent-THE-Car” campaign in Times Square, Penn Station, and area airports.
Photo: SIXT
SIXT USA is either expanding or opening new rental car locations in New York and New Jersey as part of its U.S. growth, the company said Sept. 30.
The four locations include Newark Liberty International Airport, Jersey City, Times Square in Manhattan, and a new branch opening soon in Williamsburg, New York.
SIXT’s regional expansion follows major, high-profile ads for the company’s “Rent-THE-Car” campaign in Times Square, Penn Station, and area airports.
The four rental car properties include:
Early next year, SIXT will grow its facility at Newark Liberty International Airport by expanding its branch in the car rental facility adjacent to its new Terminal A. The outlet is designed to handle more rental car customers arriving by air.
SIXT is positioning its flagship airport location to provide premium customer service with its service-oriented staff, sleek and contemporary design, streamlined check-in that allows customers to go directly to their car, and a fleet featuring the latest luxury makes and models.
Set in the heart of the Newport Hudson Waterfront Community in Jersey City, SIXT’s Jersey City Newport Centre branch is inside the fashionable Newport Center Mall, minutes from downtown Jersey City and Manhattan.
Across the Hudson in the heart of Manhattan, SIXT’s new Times Square branch is open now at 140-166 W 53rd St., minutes away from popular destinations such as Carnegie Hall, Rockefeller Center, and Radio City Music Hall. Opening Oct. 14 in the borough of Brooklyn, SIXT’s new Williamsburg branch is in an area celebrated for its vibrant music venues, restaurants, and eclectic boutiques.
“As one the largest regions for business and leisure travel in the world, New York and New Jersey are important markets for SIXT and our customers,” said Tom Kennedy, president of SIXT North America, in a news release. “The Port Authority of New York and New Jersey has been a partner in our growth at Newark Liberty International Airport, and we are expanding our footprint to include the most popular locales in New York and New Jersey.”
The new locations solidify SIXT’s footprint in New York and New Jersey. It now operates seven branches across New Jersey and three of New York’s five boroughs, including locations at John F. Kennedy International Airport, LaGuardia Airport, and Battery Park. Each branch offers a premium fleet featuring a diverse selection of standard and luxury coupes, sedans, and SUVs to suit various needs, preferences, and budgets.
Today, SIXT operates more than 100 rental branches in 25 states, employs more than 2,000 team members, and serves 49 of the country's most important airports. In addition, by launching operations in Canada in 2022, SIXT is tapping into another billion-dollar market that offers potential opportunities for its U.S. operations.
More Rental Operations
How Better Cleaning Processes Improve Rental Fleet Efficiency
A consistent approach to vehicle cleaning helps rental operators reduce turnaround delays and return vehicles to service without compromising cleanliness.
Read More →
Clean on Paper: Red Flags in Exotic Car Rental Verification
A suspicious $45,000 Lamborghini booking reveals the strengths and limitations of renter verification, from forged insurance documents to coverage gaps and unauthorized drivers. (Part 2 of 3)
Read More →
Turo and Tesla Take the Next Step Toward Autonomous Car Rentals
The partnership brings Tesla's Full Self-Driving (Supervised) technology into the rental experience, offering a glimpse of how increasingly automated vehicles could change car rental.
Read More →
How Rental Operators Can Navigate Personalized Pricing Rules
As regulators scrutinize the use of customer data in pricing, rental operators need to know whether they can explain why one renter pays more than another.
Read More →
Direct, Broker or Hybrid? How Travel Retailers Source Rental Cars
As travel retailers weigh direct supplier relationships against third-party distribution, rental operators need to understand how those decisions affect their business.
Read More →
How Did This Independent Rental Operator Grow to 170 Vehicles in 4 Years?
With 170 vehicles across three Kentucky locations, Joel Price relies on an overseas team to handle reservations, payments, and after-hours customer service. It's one part of an unconventional approach to growing an independent rental operation.
Read More →
What Does It Take to Succeed in B2B Rentals?
The fundamentals may be familiar to daily car rental operators, but project-based truck rentals put different demands on the fleet and the business.
Read More →
NPR Builds on International Partnerships to Grow Rental Bookings
With Ana Laborde supporting broker development, NPR Auto Group is tailoring distribution strategies, rate packages, and partnerships to grow international reservations across its three brands.
Read More →
Advantage, Sixt Place Among Top Five in Annual Satisfaction Study
While Enterprise and National retain the top spots in JD Power’s 2026 rankings, the latest customer satisfaction results suggest renters can find competitive service beyond the biggest car rental names.
Read More →
The $100,000 Insurance Trap in Exotic Car Rentals
Exotic rental agencies often rely on customers’ personal auto policies to protect six-figure vehicles. But policy language can dramatically change the coverage for vehicles over $100,000 MSRP.
Read More →