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Hertz Firefly flits into the U.S.
Tuesday, 03 Sep, 2013
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The Hertz Corporation is rolling out a new brand in the U.S. to appeal to price-conscious leisure car-rental customers.
Hertz will bring its Firefly brand, which it launched in Europe in March, to its first U.S. destination, in Orlando, on September 15. It then will roll out to San Francisco, Las Vegas, and Los Angeles.
The company said that by year-end it plans to have about 20 Firefly locations in U.S. airports in leisure markets.
The deep-value leisure segment is the fastest-growing market segment in the airport car rental market, Hertz said.
There already are 40 Firefly locations in Spain, France, Italy, Germany, the U.K., Switzerland and Portugal
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