Hertz's Firefly Launches in UAE

Firefly, Hertz’s brand that serves the deep value leisure segment, has established its first location in the United Arab Emirates in Dubai's Umm Ramool area.

According to the company, Firefly offers competitive UAE market rates on daily, weekly and monthly rentals with the option of car delivery.

“The opening of Firefly’s first UAE branch is a milestone in the brand’s young history as it marks its entry into a booming market with an extremely promising future in tourism, especially with Dubai's Expo 2020 success and the government's plans to double the number of annual visitors in the run-up to the event,” said Sunil Kumar, Firefly’s general manager of rental operations.

Established in the U.S. and Europe, Firefly has 50 locations across seven markets worldwide. It plans to open additional Firefly branches in the UAE over the next few months through the Al-Futtaim Automotive Group, says the company.