[Note: This news item was updated on July 17 at 2:45 pm PT].

Advantage Car Rental is moving to an exclusive affiliate-based business model with a more flexible structure focused on car rental partners.

In the affiliate-only approach, Advantage sheds the traditional vehicle-heavy rental operation to collaborate with locally owned and operated businesses. The company still provides them with the power of a global brand while maintaining agility in a fast-changing travel landscape.

With this model, Advantage is expanding its footprint across the U.S. and internationally, with new affiliate partnerships now operating in North America, Latin America, the Caribbean, and Europe. The 62-year-old brand continues to target high-growth markets, with plans underway to enter new regions in Asia, the Middle East, and beyond.

“This isn’t just a shift — it’s an intentional reinvention,” said Remon Aziz, CEO of Advantage Car Rental, in a July 14 news release. “By focusing entirely on our affiliate program, we’re building a smarter, more scalable business aligned with modern traveler expectations and operator needs. We’re empowering partners to succeed — at home and around the world.”

As part of the transition to the new business model, Advantage has temporarily closed two company-owned locations in Jacksonville, Florida, and Las Vegas, Nevada, as it negotiates with new operators to reopen them as affiliates, Aziz told ARN on July 17. Florida locations in Orlando, Tampa, Miami, and Ft Lauderdale are already operating under affiliate partnerships, he added. 

Robust OTA connections, enhanced technology infrastructure, and a partner support system combine to help support Advantage's long-term growth. This transformation enables the brand to prioritize quality service, customized local experiences, and consistent global standards — all while remaining asset-light and performance-driven.

“The future of our brand lies in strategic partnerships,” Aziz added. “We’re creating opportunities for ambitious operators to thrive under a recognized banner, while we focus on delivering innovation, consistency, and brand equity.”