Customers who give their rental car companies the highest trust scores are also most likely to reuse that brand for their next rental. 

However, according to the J.D. Power 2024 North America Rental Car Satisfaction Study, released Oct. 9, overly complicated vehicles, problems experienced during the rental car experience, and the inability to choose a specific vehicle can diminish trust, thereby damaging customer loyalty.

Overall, just more than half (53%) of rental car customers say it was very easy to operate the features and amenities in their vehicle, an issue rental car companies will need to start addressing as in-car technologies grow increasingly complex.

“When customers feel that a company is genuinely focused on their needs and provides a seamless experience, they are more likely to trust that brand and choose it repeatedly,” said Azari Jones, rental car practice lead at J.D. Power, in a news release. “Trust fosters loyalty, enhances the company’s reputation, and differentiates it in a competitive market. This leads to higher customer retention and positive word-of-mouth. Without this trust, even a well-known brand may struggle to maintain long-term relationships with customers.”

National Car Rental ranks highest in overall customer satisfaction with a score of 736. Enterprise Rent a Car (729) ranks second and Sixt Rent a Car (708) ranks third. Overall customer satisfaction for the industry is 688.

The J.D. Power North America Rental Car Satisfaction Study has been redesigned for 2024. Scores are not comparable year over year with previous studies. 

The study examines customer experience with rental car companies in North America across seven core dimensions (in order of importance): ease of rental; pick-up/drop-off; level of trust; vehicle; staff; value for price paid; and digital tools. 

It is based on responses gathered from 8,379 business and leisure travelers who rented vehicles at an airport location during the past year. The study was fielded from August 2023 through July 2024.