The Hertz Corp. today announced the expansion of its Firefly brand to leisure travelers in the United States.

The first U.S. location will begin serving customers in Orlando on Sept. 15, followed by locations in San Francisco, Las Vegas and Los Angeles. By year-end, Hertz plans to have around 20 Firefly locations serving local area airports in select U.S. leisure markets.

First launched in Europe in March, Hertz now operates 40 Firefly locations in Spain, France, Italy, Germany, the U.K., Switzerland and Portugal. The locations service the deep value leisure segment, the fastest-growing market segment in the airport car rental market, says Hertz.

According to Hertz, Firefly will enable the company to re-enter the deep value leisure car rental market in the U.S., which it temporarily exited after divesting the Advantage brand earlier this year.

Additionally, Firefly will generate incremental fleet sharing, systems and operational synergies among its four brands, including Hertz, Dollar and Thrifty, says Hertz.