Hertz International announced in a statement that the Via Biler Udlejning A/S will become the company’s master franchisee in Denmark effective January 1, 2023.

Based in Denmark, car dealership group Via Biler offers Toyota, Ford, Volvo, Mazda, Suzuki, and Polestar electric vehicles at 12 dealerships in the greater Aarhus and Copenhagen areas, and in other cities across the country. For about 20 years, Via Biler has been Hertz’s sub-franchisee partner in Denmark.

“We are excited to tap deeper into Via Biler’s 20-year experience serving Denmark’s rental car market,” said Robert Barton, Hertz senior vice president global franchise operations. “They understand the complexities of the Denmark market to deliver a best-in-class experience for our valued customers.” 

First Rent A Car (FRAC), a division of The Volvo Cars Group, will continue to be a Hertz master franchisee in Sweden, Norway, and Finland. “Hertz would like to thank FRAC for its longstanding partnership and operations in Denmark for the last 20 years,” added Barton. “We expect a seamless transition and look forward to continuing our relationship with FRAC in other major cities throughout Scandinavia.”