2017 U.S. Car Rental Market Reaches $28.6 Billion
This revenue was achieved on a smaller overall U.S. fleet size, which translates into record high revenue per unit, per month.
The U.S. car rental market is expected to achieve $28.63 billion in total revenues in 2017, according to data published annually by Auto Rental News. While a new record, the revenue total represents the lowest percentage year-over-year growth since revenues dipped to begin the Recession.
However, this revenue was achieved on a smaller overall U.S. fleet size of 2.187 million vehicles, some 126,000 fewer units than the industry fleeted in 2016.
That translates to industry-wide average revenue per unit, per month (RPU) of $1,091, representing the first year-over-year RPU growth in four years — and is also the highest RPU recorded since Auto Rental News began collecting this data in 1992.
“The U.S. car rental industry has adapted a newfound austerity when it comes to fleeting,” said Chris Brown, executive editor of Auto Rental News. “One tangible benefit of a smaller overall fleet is a healthy rate environment, which came to pass in the second half of 2017 and should carry into next year.”
More Rental Operations
Who Owns the Rate? AI Is Creating a New Distribution Problem for Car Rental
Generative Engine Optimization asks whether AI can find a rental company, but operators also need to know whether the agent inspected enough of the market, compared equivalent offers, and presented a rate the traveler can actually book. (Part 1 of 2)
Read More →
U.S. Business Travel Car Rental Rates Forecast to Rise Up to 2%
Improved fleet supply should limit pricing gains in 2026-27, while insurance, repair costs, and softer residual values continue to pressure rental operations, according to Amex GBT.
Read More →
Sixt Revenue Tops $2.4 Billion in First Half of 2026
Sixt’s first-half revenue surpassed $2.4 billion for the first time as demand outpaced fleet growth, lifting utilization and earnings despite weaker consumer sentiment in North America.
Read More →
In Memoriam: Bobby Klyce, Avis Licensee Legend
The longtime Birmingham Avis operator and 2018 Auto Rental News Impact Award recipient was remembered as an advocate for independent licensees and the broader car rental industry.
Read More →
How to Build Custom Fleet Tools With AI and Vibe Coding [Webinar]
A new Automotive Fleet webinar explores how fleet managers are using AI and vibe coding to automate routine work and create simple operational tools without traditional programming skills.
Read More →
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 →