March 27, 2025
Why Rental Car Companies Must Build Retail Identities
In an era of rapid technological transformation and shifting mobility landscapes, rental car companies find themselves at a critical crossroads. Unlike historical norms, rental car companies have far less OEM program cars and far more at risk cars. While traditionally it was sufficient for these businesses to operate with a rental only mindset — focused solely on catering to their rental arm —today, that will simply not suffice. Rental car companies must acknowledge that now more than ever they participate in the buying and selling of vehicles.