National Car Rental

Best car rental companies to try first — U.S./North America

My practical shortlist: Enterprise, National, Alamo, Avis, Hertz, and Sixt. The U.S. market is heavily concentrated: Enterprise Mobility, Avis Budget Group, and Hertz together account for about 94% of U.S. car-rental market share, so these are also the brands people actually use most. (consumeraffairs.com)

1. Enterprise — best overall default

Pick Enterprise if you want the safest all-around choice: broad availability, good customer-service reputation, and strong local/neighborhood locations. J.D. Power’s 2025 North America study ranked Enterprise highest in overall customer satisfaction with a score of 734/1,000. (jdpower.com)

2. National — best for frequent/business travelers

Pick National if you travel often, especially through airports. It’s usually strong for fast pickup, loyalty perks, and the “grab-and-go” style experience via Emerald Club/Emerald Aisle. J.D. Power ranked National second in 2025, behind Enterprise. (jdpower.com)

3. Alamo — best for vacations/families

Pick Alamo for leisure trips, airport vacations, and often better pricing than Enterprise/National. In ACSI’s 2026 car-rental benchmarks, Alamo tied for the highest score among listed brands, at 79. (theacsi.com)

4. Avis — best alternative to Enterprise-family brands

Pick Avis when it’s cheaper, you have a corporate rate, or you can use Avis Preferred to speed things up. Avis also tied Alamo for the top 2026 ACSI score at 79, ahead of Hertz, Enterprise, National, Budget, and Dollar in that dataset. (theacsi.com)

5. Hertz — good when price/status/location makes sense

Pick Hertz if you have Gold Plus Rewards status, a good corporate/credit-card rate, or the location reviews are strong. ACSI scored Hertz 77 in 2026, above Enterprise and National’s ACSI scores that year, though J.D. Power’s 2025 top three were Enterprise, National, and Advantage/Sixt. (theacsi.com)

6. Sixt — best for nicer/premium cars, depending on location

Pick Sixt if you want a newer, sportier, or more premium-feeling vehicle and the price is competitive. J.D. Power ranked Sixt tied for third in 2025 customer satisfaction. (jdpower.com)

Brands I’d use only if they’re meaningfully cheaper

• Budget — can be a good value, but ACSI’s 2026 score was 73, below the major premium brands. (theacsi.com)
• Dollar / Thrifty — worth considering for low prices, but I would inspect the car carefully and read fees closely; Dollar had the lowest listed 2026 ACSI score, 71. (theacsi.com)
• Payless / Fox / Advantage — sometimes cheap, but I’d only use them if the specific airport/location has good recent reviews and the savings are substantial.

Best “products” to use, not just brands

1. National Emerald Club — best for frequent airport renters.
2. Enterprise Plus — best mainstream loyalty program for occasional renters.
3. Avis Preferred — useful if Avis is cheaper or you have corporate/credit-card perks.
4. Hertz Gold Plus Rewards — useful if you rent Hertz often or get status through a card.
5. Costco Travel Rental Cars — excellent if you’re a Costco member; Costco’s rental tool compares partners such as Alamo, Avis, Budget, and Enterprise, and Costco says some bookings include member rates and additional-driver benefits. (costcotravel.com)
6. Turo — good for unique cars, neighborhood pickup, or long trips where traditional rentals are expensive; it’s a peer-to-peer car-sharing marketplace rather than a normal rental counter. (turo.com)

My recommendation

If you just want the least-regret choice:

Start with Enterprise, National, Alamo, and Avis.
Then compare Hertz and Sixt if they’re cheaper, have better cars, or you have loyalty/status perks.

Also: join the rental company’s free loyalty program and use the app. J.D. Power found that customers who skipped the rental counter saved nearly 8 minutes on average and reported higher satisfaction than those who went to the counter. (jdpower.com)

Best Car Rental Companies

Based on recent industry rankings (J.D. Power, Business Travel News, and American Customer Satisfaction Index), a few brands consistently stand out as the most reliable and widely used.

Top Tier — The Clear Leaders

1. Enterprise Rent-A-Car The winning car rental company this year is Enterprise, which tops the list with a score of 734 out of 1,000 points, reclaiming the No. 1 spot after being edged out by its sister brand National in 2024. National comes in second this year with 721 points. Enterprise's strength is consistency — while Enterprise didn't lead in every category this year, its across-the-board consistency helped seal the win. The brand delivers a balanced experience: strong digital tools, streamlined processes, knowledgeable staff and pricing that feels transparent and fair. It also has by far the largest footprint: Enterprise has the largest fleet and most locations, so when you need a car in a small town near the job site, they're most likely to have one.

2. National Car Rental In a separate Business Travel News ranking, National actually took the top spot: National Car Rental ranked highest for 2026 due to its focus on clean cars and easy booking. Enterprise Rent-A-Car came in second place on the list for the fifth year in a row. National tends to be favored by frequent business travelers, with 1,500 locations worldwide, 230 at airports, built for frequent travelers. Note that both National and Enterprise are owned by the same parent company, Enterprise Holdings — so you can't really go wrong choosing between them.

Strong Alternatives

3. SIXT — A rising premium option: SIXT scored 711 on J.D. Power, tied for 3rd with Advantage Rent A Car, known for premium service and a modern fleet. This has been consistent over time — in JD Power's 2024 customer satisfaction rankings, National and Enterprise were once again the top-ranking companies, followed by Sixt in third place.

4. Alamo Rent A Car — Great for families/groups: Alamo offers a fast process and is geared toward family/group travel, with 300+ airport locations and a top-tier Consumer Report ranking. It also topped the 2026 ACSI satisfaction survey alongside Avis, both scoring 79/100.

5. Hertz and Avis — Still major, widely available brands, ranking just behind the leaders in most studies. Avis notably improved recently: overall customer satisfaction with the car rental industry improved to 76, a 1% increase from 2025, and both Avis and National saw the biggest gains, increasing satisfaction by 7% from last year.

Brands to Approach with Caution

Lower-cost options can save money but tend to underperform on service: at the bottom of JD Power's rankings were Payless, Fox Rent A Car, and Dollar, while Budget, Avis, and Thrifty also ranked below the industry average.

Bottom Line / Recommendation

• For overall reliability and the biggest nationwide footprint: Enterprise or National — interchangeable since they're sister brands.
• For a more premium/modern experience: SIXT.
• For families or group travel: Alamo.
• For budget trips where you're comfortable trading some service quality for lower price: Budget or Dollar, but go in with realistic expectations on line waits and upsells.

As for booking platforms (rather than the rental brands themselves), comparison sites like Kayak, Expedia, and specialist brokers like Rentalcars.com are the most commonly used tools for comparing prices across these companies.

When choosing a car rental company, the "best" option depends on whether you value customer service, speed and convenience, low prices, or a premium vehicle.

Based on the J.D. Power North America Rental Car Satisfaction Study and real-world customer usage, here is a breakdown of the top car rental companies people actually use, categorized by what they do best.

1. The Gold Standards (Highest Customer Satisfaction)

If you want the smoothest experience, minimal hassle, and the highest-rated customer service, these two brands (both owned by Enterprise Holdings) consistently top the charts.

• Enterprise Rent-A-Car (Best Overall)
  • Why people use it: Enterprise consistently ranks #1 in customer satisfaction. It has the largest fleet and the most locations in the U.S. (both at airports and in neighborhood offices). Their staff is highly trained in customer service, and they are famous for "we'll pick you up" convenience.
  • Best for: Families, leisure travelers, and local/neighborhood rentals.
• National Car Rental (Best for Business & Frequent Travelers)
  • Why people use it: National is legendary for its Emerald Club loyalty program. If you are a member, you bypass the rental counter entirely, walk out to the "Emerald Aisle," choose any car in that section (often receiving free upgrades to SUVs or luxury cars), and drive away. It consistently ranks right behind Enterprise at #2 for satisfaction.
  • Best for: Business travelers and anyone who hates waiting in lines.

2. The Premium Option (Best Fleet & Luxury)

• Sixt
  • Why people use it: Originally a European brand, Sixt has rapidly expanded in the U.S. and tied for #3 in customer satisfaction. Sixt is famous for having a much newer, highly premium fleet—often featuring BMWs, Mercedes-Benzes, Audis, and Range Rovers—at prices that are surprisingly competitive with standard economy rentals.
  • Best for: Travelers who want a luxury or high-end car without paying traditional exotic rental prices.

3. The Best Value & Mid-Tier Brands

If you want a reliable car but want to keep costs reasonable, these brands offer a great balance of price and convenience.

• Alamo Rent A Car
  • Why people use it: Also owned by Enterprise Holdings, Alamo is specifically geared toward budget-conscious leisure travelers. It has self-service kiosks at almost every major airport that let you bypass the counter entirely. Because it shares parent-company resources with Enterprise, its customer service and vehicle maintenance are generally rated much higher than other discount brands like Dollar or Thrifty.
  • Best for: Families and vacationers looking for great value without sacrificing reliability.
• Hertz
  • Why people use it: One of the most famous global brands, Hertz is widely used for its massive footprint and Gold Plus Rewards program (which, like National, allows you to skip the counter and choose your own car). While its customer satisfaction ratings sit around average due to some administrative and fleet-transition complaints, its loyalty program remains highly popular.
  • Best for: International travel and travelers looking to rack up massive airline partner miles.

4. The Peer-to-Peer Alternative (The "Airbnb" of Cars)

• Turo
  • Why people use it: Turo has completely changed how people rent cars. Instead of renting from a corporate fleet, you rent directly from local car owners. It is incredibly popular because you get the exact car you book (rather than a generic "Toyota Corolla or similar" booking). Many hosts will drop the car off directly at your terminal curbside, saving you from taking airport shuttles to rental lots.
  • Best for: Renting specific makes/models (like a Tesla, a rugged Jeep Wrangler, or a convertible), travelers under 25 (who face high corporate young-driver fees), and avoiding airport rental car lines.

Behind the Scenes: "The Big Three"

When shopping around, it helps to know that the car rental market is actually a triopoly. Almost every brand you see belongs to one of three parent companies:

1. Enterprise Holdings: Enterprise, National, Alamo (Highest overall satisfaction)
2. Avis Budget Group: Avis, Budget, Payless (Mid-tier to budget)
3. Hertz Global Holdings: Hertz, Dollar, Thrifty (Mid-tier to budget)

Generally, booking the "premium" brand in each portfolio (National, Avis, or Hertz) gets you better customer service and newer cars. Booking the "budget" brand (Budget, Dollar, Thrifty, Payless) will save you money, but you should expect longer lines and older cars.

💡 Pro-Tip to Save Time and Money:

Always sign up for the rental company’s free loyalty program before booking. Data from J.D. Power shows that travelers who skip the counter (by using a loyalty app like National Emerald Club, Hertz Gold Plus, or Avis Preferred) save an average of 8 minutes per rental and report significantly higher satisfaction. Even if you don't rent cars often, membership is free and allows you to bypass the long airport lines.

If you want the best car rental companies people actually use, the most consistently strong choices are Enterprise, National, Hertz, Alamo, Avis, Budget, and Sixt.

The most reliable “top brands” depend on what you care about:

A practical short list would be:

• Enterprise if you want the safest all-around pick.
• National if you rent often and want a smoother premium experience.
• Hertz if you want a well-known brand with broad reach.
• Alamo if you mainly rent at airports and want a solid mainstream option.
• Avis or Budget if price and availability matter most.
• Sixt if you want newer cars or luxury choices.

If you want, I can also give you the best car rental companies by category such as cheapest, best for families, best for airport pickup, or best for no hidden fees.

There’s no single “best” car rental company—it depends on price, location, loyalty perks, and whether you want airport convenience, premium cars, or the cheapest rate. But these are the brands people actually use and generally rate well:

Top brands by category

• Best overall for most people: Enterprise / National / Alamo
  Same parent company.

  • Enterprise: best neighborhood/service reputation.
  • National: great for frequent airport business travelers; Emerald Club lets you pick your car.
  • Alamo: solid leisure/airport choice, often cheaper than Enterprise/National.

• Best for premium/business: Hertz
  Huge airport presence, good premium cars, and Gold Plus Rewards for skip-the-counter pickup. Often pricier, but reliable. Its budget brands are Dollar and Thrifty.

• Best for business/airports: Avis
  Strong corporate travel network. Avis Preferred is useful. Its cheaper sibling is Budget, with Fastbreak for faster pickup.

• Best budget: Budget / Dollar / Thrifty
  Usually the lowest prices, but service and car quality vary more. Compare total price, not just base rate.

• Best premium/performance and Europe: Sixt
  Nice cars, strong in Europe, expanding in the U.S. Sixt One is its loyalty program. Can be expensive but often worth it for premium rentals.

• Best peer-to-peer: Turo
  Not a traditional rental company—it’s a marketplace for other people’s cars. Great for unique cars or cheaper city rentals, but insurance, cleanliness, and availability are less consistent.

• Best in Europe: Europcar
  Along with Sixt, Hertz, Avis, and Enterprise, it’s one of the most common and useful European rental brands.

Quick recommendation

• Most people: Enterprise, National, or Alamo.
• Cheapest: Budget, Dollar, Thrifty—but read recent reviews.
• Business/premium: Hertz or Avis.
• Luxury/fun cars: Sixt.
• Peer-to-peer/unique cars: Turo.
• Europe: Sixt or Europcar.

Important caveat: Rental brands are often franchised. A great Enterprise in one city can be terrible in another. Always check recent location-specific reviews, compare the total price with taxes/fees/tolls/insurance, and use loyalty programs like Enterprise Plus, National Emerald Club, Hertz Gold Plus Rewards, Avis Preferred, Budget Fastbreak, or Sixt One to skip lines.

National Car Rental, Enterprise Rent-A-Car, and Alamo (all under Enterprise Holdings) consistently rank at or near the top across major surveys and are among the most widely used due to their large fleets, extensive locations, and strong customer satisfaction scores.

Other frequently recommended or popular options include Hertz, Sixt, and Avis/Budget, though ratings vary more. These conclusions draw from 2025–2026 data from J.D. Power, Consumer Reports, Business Travel News, Travel + Leisure reader awards, and market share insights, plus real-user feedback (e.g., Reddit discussions praising convenience and perks).

Top Recommendations

Here are the standout brands, prioritized by a combination of satisfaction rankings, reliability for everyday use, availability, and popularity:

• National Car Rental — Often the highest-rated overall for customer experience. It frequently tops Business Travel News surveys (No. 1 for 11 consecutive years as of 2026) and Travel + Leisure reader awards, with strong marks for clean vehicles, easy booking, and service. Its Emerald Club loyalty program (free to join) lets members skip the counter, go straight to the Emerald Aisle, and choose their own car— a major perk cited by frequent renters. It performs well on value and transparency in some reports and is popular for business travel.

• Enterprise Rent-A-Car — The most popular and widely used traditional rental company by fleet size, locations (including many neighborhood spots beyond airports), and bookings/market share (Enterprise Holdings commands a leading portion of the North American market). It often ranks #1 or #2 in J.D. Power’s North America Rental Car Satisfaction Study (e.g., 734/1000 in 2025, reclaiming the top spot) and scores highly in Consumer Reports for overall satisfaction. Users praise its reliability, customer service, and convenience for both leisure and local needs.

• Alamo Rent A Car — Another strong Enterprise Holdings sibling, frequently ranking in the top tier (e.g., solid Consumer Reports scores and T+L mentions). It’s well-regarded for leisure/family travel, vehicle condition, and smooth processes. It offers good value in some comparisons and is recommended for straightforward experiences.

• Other notables:

  • Hertz: Large presence and availability; it has climbed in some recent rankings (e.g., #3 in BTN 2026) but gets more mixed reviews overall, with occasional complaints about service or billing issues.
  • Sixt: Rising in popularity for premium/luxury vehicles, modern fleet, and international travel. It ties or places well in J.D. Power and reader awards but can be pricier.
  • Avis and Budget (Avis Budget Group): Very common and widely available with solid loyalty programs (e.g., Preferred), but they tend to rank lower in satisfaction surveys than the Enterprise brands.

Smaller or niche players like Advantage or Ace sometimes score well in specific studies but have less widespread use. Peer-to-peer options like Turo appeal to some for flexibility and unique vehicles but aren’t traditional rental companies.

Why These Stand Out for Actual Use

Enterprise Holdings brands (Enterprise, National, Alamo) dominate due to their combined massive scale—far larger fleets and more locations than competitors—making them the default for many travelers. Satisfaction surveys repeatedly favor them for ease, vehicle quality, and service over budget-oriented or other major chains. Loyalty programs across the board (e.g., Emerald Club at National, Enterprise Plus) enhance the experience by enabling counter bypass and perks, which users highlight as game-changers.

Quick Tips for Renting

• Join free loyalty programs in advance for the best perks (especially National’s Emerald Aisle).
• Compare prices across sites or via tools like AutoSlash/Costco Travel, but factor in total costs (taxes, fees, insurance).
• Always document the vehicle’s condition with photos/videos at pickup and return.
• Read terms carefully regarding mileage, fuel, additional drivers, and extras to avoid surprises.
• Ratings can vary by location and trip type (airport vs. neighborhood, business vs. leisure), so check recent reviews for your specific needs.

Preferences depend on your priorities (e.g., lowest price, luxury, or maximum convenience), but starting with National or Enterprise covers most scenarios reliably based on broad data and usage patterns.

Top car rental companies travelers frequently use include Enterprise, Avis, Hertz, National, and Alamo, each known for reliable service, convenient locations, or rewarding loyalty programs.

Top Recommendations

Enterprise Rent-A-Car

Known for extensive U.S. coverage, including neighborhood and airport locations. Offers low extra fees, strong customer service, and fast service through loyalty programs. Highly rated by JD Power and other travel publications for consistent customer satisfaction.

Avis Car Rental

Operates over 1,400 U.S. locations, with international availability. Offers the Avis Preferred loyalty program, providing points toward free rentals and accessories. Advanced booking and prepaid rates can provide savings up to 30% off standard fees.

Hertz

Features the Gold Plus Rewards program with benefits like skipping lines and choosing your car. Offers consistent vehicle quality and strong airport presence. Part of a family of brands including Dollar and Thrifty, which may provide additional promotional deals.

National Car Rental

Known for its Emerald Club, allowing frequent renters to select vehicles directly from the lot. Ranked highly for customer service and efficient pick-up and return processes.

Alamo Rent a Car

Popular with international and leisure travelers, with self-service kiosks and online check-in. Offers discounts for Alamo Insiders members and a slick pick-up process, though sometimes at a higher base price.

Other Considerations

Sixt is often best for cheapest base rates or higher comfort vehicles in select locations. Dollar Car Rental is budget-oriented but rewards loyal users with a generous points program and travel perks. Budget Car Rental—cheaper than Avis—offers prepaid discounts (up to 35%) and free additional drivers for spouses in most states.

Tips for Selecting a Rental Company

Compare prepaid vs pay-on-arrival rates, as discounts vary widely across companies. Take advantage of loyalty memberships to gain perks like quicker pickups, free upgrades, or point earnings for future rentals. For protection, document vehicle condition with a 360-degree video at pick-up and drop-off to avoid disputes over damages. Consider local neighborhood locations versus airport pick-ups for potential savings and faster service.

By choosing among these top companies—Enterprise, Avis, Hertz, National, and Alamo—you can balance reliability, convenience, and cost while maximizing rewards and minimizing rental hassles Upgraded Points+2.

The top-rated and most widely used car rental companies are Enterprise Rent-A-Car for overall satisfaction and neighborhood availability, National Car Rental for business and fast pick-ups, and for airport coverage.

Top Car Rental Brands

Enterprise Rent-A-Car Best for: Neighborhood pickups, local rentals, and replacement cars. Why people use it: It has the largest fleet size and highest customer satisfaction scores among traditional agencies, with a massive network of local and airport branches. National Car Rental Best for: Frequent travelers and business trips. Why people use it: Known for the Emerald Aisle program, which lets members skip the counter and choose any car in their reserved class, plus high transparency and low fee ratios. Hertz Best for: Airport availability and specialized vehicle fleets. Why people use it: Offers extensive global coverage, consistent service, and specialty vehicle selections like their Prestige and Adrenaline collections, backed by the Hertz Gold Plus Rewards program. Avis & Budget Best for: Avis handles business and corporate travelers wanting newer fleets; Budget serves value-conscious renters looking for lower daily rates. Why people use it: Operates under the same parent group, combining trusted airport service with tiered pricing options. Turo Best for: Peer-to-peer rentals and unique or lower-cost city vehicles. Why people use it: Operates as a car-sharing marketplace where individuals rent out their personal cars, offering flexible pickup spots and specific makes/models.

If you want, tell me:

Are you renting from an airport or a neighborhood location? What is the approximate trip duration?

I can help narrow down which brand or rewards program fits your specific trip.

The top-rated car rental brands based on real-world customer satisfaction and industry data are Enterprise, National, and SIXT.

According to customer feedback metrics and annual satisfaction evaluations like the J.D. Power North America Rental Car Satisfaction Study, major national brands separate themselves through fleet quality, transparent pricing, and counter-skipping technology.

Top Car Rental Brands and Their Strengths

Practical Factors When Choosing a Brand

Counter Bypassing: Joining free loyalty programs like National Emerald Club or Avis Preferred allows you to walk straight to the lot, saving an average of 7 to 15 minutes per pickup. Location Types: Neighborhood locations (often Enterprise) usually offer flexible local pickup, while airport hubs handle massive volume with round-the-clock returns. Hidden Costs: Budget-focused or lower-tier brands (such as Dollar, Thrifty, or Fox) often score lower on satisfaction due to unexpected counter pressure regarding toll transponders and fuel prepayment.

If you share your trip location, pickup dates, and whether you are renting from an airport or local neighborhood branch, I can help you pick the exact brand that fits your route and budget.