Procurement Market Intelligence Report
Vehicle Rental
Sourcing Guide & Market Intelligence
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Vehicle Rental Global Overview
Definition
Summary
This report is intended to assist buyers of vehicle rental services. Vehicle rental service providers offer vehicles temporarily in exchange for a fee. Vehicle rental periods can range from a few hours to several months. Buyers include consumers and businesses.
This Report Includes:
- Passenger Car Rentals
- SUV Rentals
- Truck Rentals
Not in this Report:
- Peer-to-Peer Car Sharing
- Industrial Truck Rental
- Longer-Term Fleet Vehicle Leasing
- The Sale of Vehicles
Global Vehicle Rental Procurement Trends
Discover the top international trends affecting procurement in the global Vehicle Rental market.
Warning Trends
Tariffs to negatively impact the commercial vehicles and components sector
- In June, the Trump Administration implemented 25.0% tariffs on all automobile and automobile parts imported into the United States, except for those imported from the United Kingdom, which face a reduced 10.0% tariff rate. Additionally, the administration raised tariffs on the import of aluminum, copper, and steel to 50.0%, all vital inputs for automotive manufacturing, and raised the tariffs on heavy trucks made outside the United States to 25.0%.
- In 2024, the value of automotive imports totaled $388.9 billion, which accounted for over a quarter of the total US automotive market revenue that year. Thus, these tariffs are likely to significantly increase the cost of motor vehicles, parts, and maintenance services, as both foreign manufacturers and domestic manufacturers with foreign sub-suppliers face higher import costs.
- According to the US International Trade Commission, Mexico and Canada account for 47.4% of motor vehicle imports to the United States, and 54.1% of motor vehicles bodies and parts. According to Anderson Economic Group (AEG), a Michigan-based economic consultancy, the broad-based 25.0% tariff could raise new car prices by $1,000 to $4,000, and up to $10,000 if manufacturers are unable to mitigate the tariff’s impact.
- Germany is a major exporter of crane trucks, vehicles, vehicle seating and interior trim, and other components in the sector. The higher automotive and metals tariffs will mean that many German companies, even those operating in the United States, will face higher costs to import subcomponents to their facilities in the United States.
- According to Telemetry Insights, many auto parts suppliers will be unable to absorb the tariffs or adjust to mitigate the tariff impact (e.g., relocating their facilities or splitting efforts across three countries). The introduction of 50.0% metals tariffs could drive up production costs further.
Global Vehicle Rental Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 India | 36,325 |
| #2 Europe | 28,930 |
| #3 United States | 14,600 |
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Geography Drilldown - US, Canada & Europe
Average Cost of Vehicle Rental
United States
2026 Market Pricing$20.00 to $XXX.XX
per dayCanada
Europe
Average Price
Prices in the Vehicle Rental market range from $20.00 to $XXX.XX, depending on Class of Vehicle, Length of Rental and Pick-up & Drop-off Location. For example, lower prices are associated with Passenger car ($45 to $119 per day), whereas higher prices are associated with Hauling truck ($50 to $175 per day) and Specialty truck ($50 to $250 per day).
Need the scoop on international price trends?
Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.
Vehicle Rental Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Vehicle Rental market, prices in the US have grown 2.4% from 2022 to 2025. and +7.7% in Europe.
United States (2022-2025)
Canada (2016-2019)
Compound Annual Growth Rate
Europe (2022-2025)
Compound Annual Growth Rate
Wondering where prices are heading?
Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.
Cost Analysis - Total Cost of Ownership for Vehicle Rental
Total cost of ownership is Medium in the Vehicle Rental market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Cancellations may raise the total cost of ownership unexpectedly.
Negotiated Before
Customization
Billed During
Insurance
Unforeseen
Cancellations
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -2.3 in the United States. Buyer power is most positively impacted by Recent Developments. It is most negatively impacted by Availability of Substitutes. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
Canada
Europe
Buyer power forecasts: your glimpse into the future
Develop strategies for the upcoming year and identify unforeseen opportunities for buying now
- Actionable "Buy Now" and "Buy Later" insights
- Near-real-time updates to current and forecast Buyer Power Scores
- Methodology and weightings for Buyer Power Score Components
Supply Chain Risk
The average level of supply chain risk is assessed as Medium, which has a negative impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:
1st
Tier Suppliers
- Automotive Wholesalers
- Website & Computer Application Designers
- Insurance Brokers
- Gasoline Wholesalers
2nd
Tier Suppliers
- Automotive Manufacturers
- Colleges & Universities
- Petroleum Refineries
Biggest Vehicle Rental Suppliers in the US by Revenue
The largest Vehicle Rental vendors by revenue in the US are California Rent A Car, Midway Auto Group and Williams & Stazzone Insurance Agency Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more
| Supplier | Operational Size | Headquarters | Number of Employees | Market Share (%) | Market Share Performance (3yr trend) | Total Revenue ($ million) | Profit Level (%) | Risk Level |
|---|---|---|---|---|---|---|---|---|
| Hertz Global Holdings, inc. | Global | Estero | >10,000 | 15-20 | ||||
| Enterprise Holdings Inc. | 25+ | |||||||
| Avis Budget Group, Inc. | Global | PARSIPPANY, NJ | >10,000 | 5-10 | ||||
| Ryder System, Inc. | Global | MIAMI, FL | >10,000 | < 5 | ||||
| Europcar Mobility Group | Global | Paris, FR | 1,001-10,000 | < 5 | ||||
| Sixt SE | Global | Pullach, DE | 1,001-10,000 | < 5 | ||||
| Advantage OPCO LLC | National | Orlando, FL | 1,001-10,000 | < 5 | ||||
| California Rent A Car | Regional | Los Angeles, CA | 101-250 | < 5 | ||||
| Midway Auto Group | Local | Los Angeles, CA | 101-250 | < 5 | ||||
Looking for a list of suppliers by country?
Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.
Profit Analysis
The average profit margin across vendors in the Vehicle Rental market is 6.8% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is stagnating, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more
Vendor & Supply Chain Analysis
Vendor risk is moderate in the vehicle rental market. Vendors face significant competition from substitutes and moderate financial risks.
Market share concentration is high in the vehicle rental market. Competition between vendors prevents larger suppliers from raising their prices too far above the market price of vehicle rentals, as they risk losing customers by doing so.
Supply chain risk is moderate in the rental vehicles market. Most vendors have long-term fleet agreements with upstream suppliers that protect them from volatile price increases.
The United States is a net importer of motor vehicles, meaning it imports more than it exports. US buyers seeking to import motor vehicles may need to assess international manufacturers' quality standards and production capacities, with considerations like the expected lead times for delivery, quality, and safety certifications, and the compatibility of the manufactured goods with US standards.
Supplier Information
Hertz Global Holdings, inc.
Hertz Global Holdings, Inc. is a global vehicle rental business under the Hertz, Dollar, and Thrifty brands operating in North America, Europe, Latin America, Africa, Asia, Australia, the Caribbean, the Middle East, and New Zealand. It operates an extensive network of airport and off-airport rental locations... Subscribe to learn more
Enterprise Holdings Inc.
Enterprise Holdings Inc. is a private company operating globally in the real estate & rental & leasing and professional, scientific & technical services sectors. The company's offerings include vehicle rental, fleet vehicle leasing and fleet management services. Founded in 1957, the company is currently headquartered... Subscribe to learn more
Avis Budget Group, Inc.
Avis Budget Group, Inc. is a public company operating globally in the real estate and rental and leasing sector. The company's offerings include tool rental and vehicle rental. Founded in 1946, the company is currently headquartered in Parsippany, New Jersey, United States of America with an estimated 24500... Subscribe to learn more
Advantage OPCO LLC
Advantage OPCO LLC is a private company operating nationally in the real estate & rental & leasing sector. The company's offerings include vehicle rental and computer leasing. Founded in 1963, the company is currently headquartered in Orlando, Florida, United States of America with an estimated 2747 employees.... Subscribe to learn more
California Rent A Car
California Rent A Car is a private company operating regionally in the real estate & rental & leasing sector. The company's offerings include vehicle rental. Founded in 1993, the company is currently headquartered in Los Angeles, California, United States of America with an estimated 37 employees. Subscribe to learn more
Europcar Mobility Group
Europcar International S.A.S.U. is a private company operating globally in the real estate & rental & leasing sector. The company's offerings include vehicle rental. Founded in 1949, the company is currently headquartered in Paris, France with an estimated 5500 employees. Subscribe to learn more
Midway Auto Group
Midway Auto Group is a private company operating locally in the real estate & rental & leasing sector. The company's offerings include vehicle rental. Founded in 1972, the company is currently headquartered in Los Angeles, California, United States of America with an estimated 238 employees. Subscribe to learn more
Ryder System, Inc.
Ryder System, Inc. is a public company operating globally in the real estate and rental and leasing, professional, scientific and technical services, healthcare and social assistance and other services (except public administration) sectors. The company's offerings include truck trailer leasing, vehicle rental,... Subscribe to learn more
Sixt SE
Sixt SE is a public company operating globally in the real estate & rental & leasing sector. The company's offerings include vehicle rental. Founded in 2016, the company is currently headquartered in Pullach, Germany with an estimated 5500 employees. Subscribe to learn more
Accelerate the vendor selection process
Get a clear picture of the competition in a market and discover which vendors are best-suited for your sourcing needs. Our supplier profiles include hard-to-find financial ranges for private companies, cover public company data and feature an interactive competitor matrix.
Procurement Management KPIs for the Vehicle Rental Market
Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Customer Satisfaction (CSAT). Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Support and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Length of time from query to solution Length of time from query to first customer service contact |
Vendors should be measured by their ability to quickly resolve issues. Slow response times can lead to issues with travel and missed events at destinations. |
| Customer Satisfaction (CSAT) |
|
Number of positive customer responses Number of customer responses |
Customer satisfaction represents customers’ overall satisfaction with a company. Customer satisfaction can be used to evaluate a company’s reputation. |
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Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Product Lines
What is the average age of the vehicles in your rental fleet?
Is your fleet large enough to support ad hoc renting at the busiest times of year (i.e. summer months) without a waiting period?
Location
How many facilities do you have throughout the United States? Do you have a map indicating where all your facilities are located?
How do you determine where you establish your facilities?
Experience and Expertise
What is the benefit of working with you compared to another supplier?
Which type of customers do you have the most experience working with?
The ultimate prep for procurement negotations
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Vehicle Rental RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organization, including its size, location, and purpose for renting vehicles.
Buyers should describe the expected time schedules for which they will require rented vehicles (e.g. during certain times of the year).
Statement Of Need
Buyers should state the schedule for which they will require vehicle rentals, including any known dates and quantities. If unsure, buyers should indicate their estimated use and frequency of use.
Buyers should state the estimated number of days each vehicle will need to be rented for.
Project Budget
Buyers should state the maximum budget for the contract.
Buyers should request a breakdown of the base price per day, plus all additional charges, including any one-time fees that they will be expected to pay.
The RFP process made easy
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance
