ACE, Advantage Rent-A-Car Top Loyalty Customer Report
ACE Rent A Car and Advantage Rent-A-Car earned the highest rates on the Temkin Group’s Loyalty Index report for 2017.


Temkin Group has released a new research report “Temkin Loyalty Index 2017” that examines the loyalty of 10,000 U.S. consumers to 329 companies across 20 industries.
ACE Rent A Car and Advantage Rent A Car earned the highest Temkin Loyalty Index (TLi) numbers, followed by Mercedes-Benz, Fox Rent A Car, Navy Federal Credit Union, Fujitsu, AmazonFresh, and Siemens, according to the report.
Six out of eight of the firms with the lowest TLi numbers are TV/Internet service providers: Time Warner Cable, Comcast, Cox Communications, Optimum, Dish Networks, and Charter Communications. Anthem and Aetna also had the lowest TLi numbers.
The average TLi for each of the 20 industries increased since last year, according to the report. The 20 industries included are airlines, auto dealers, banks, computer and tablet makers, credit card issuers, fast food chains, grocery chains, health plans, hotel chains, insurance carriers, investment firms, major appliance & TV makers, parcel delivery services, rental car agencies, retailers, software firms, streaming media services, TV and Internet service providers, utilities, and wireless carriers.
"It was great to see such an increase in loyalty from last year, but there's still a big problem with TV/Internet service providers," said Bruce Temkin, managing partner of Temkin Group.
To determine companies' TLi, Temkin Group asked respondents to rate how likely they are to exhibit five loyalty-related behaviors: repurchasing from the company, recommending the company to others, forgiving the company if it makes a mistake, trusting the company, and trying the company's new offerings.
According to the study, here are some highlights from the five areas of loyalty:
• Customers are most likely to recommend ACE Rent a Car, AmazonFresh, and NFCU and least likely to recommend Time Warner Cable, Comcast, and Cox Communications.
• Customers are most likely to repurchase from Publix, H-E-B, and Trader Joe's and least likely to repurchase from Time Warner Cable, Comcast, and Cox Communications.
• Customers are most likely to forgive Advantage Rent-A-Car, ACE Rent A Car, Fujitsu, and NFCU and least likely to forgive Comcast, Time Warner Cable, and Cox Communications.
• Customers are most likely to try a new offering from ACE Rent A Car, Advantage Rent-A-Car, and Siemens and least likely to show product loyalty to Fifth Third, Citizens, and Time Warner Cable.
• USAA and NFCU are the most trusted companies, while Time Warner Cable, Comcast, and Cox Communications are the least.
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 →
