Zipcar

Enterprise Holdings (Enterprise, National, and Alamo), Avis Budget Group (Avis and Budget), Hertz (including Dollar and Thrifty), and Sixt stand out as the top car rental brands that people actually use most, based on market share/size, customer satisfaction rankings, fleet availability, and real-world popularity.

These dominate the industry (especially in North America and globally among traditional rentals). Enterprise Holdings is the clear largest player by revenue, fleet size (over 2 million vehicles), and U.S. market share (often 30%+), followed by Avis Budget and Hertz. Five companies (Enterprise Holdings, Avis Budget, Hertz, Europcar, and Sixt) have historically accounted for a large majority of global sales.

Top Rankings from Recent Studies

J.D. Power 2025 North America Rental Car Satisfaction Study (based on airport rentals; scores out of 1,000; key factors include ease of rental, pickup/drop-off, trust, vehicle condition, staff, value, and digital tools):

1. Enterprise (734) — Highest overall; strong consistency across categories; often wins for customer service and availability.
2. National (721) — Excellent for frequent/business travelers (Emerald Club for bypassing counters).
3. Advantage Rent A Car and Sixt (tie, 711) — Sixt noted for modern/premium fleets and rising performance.
4. Hertz (around 702).
5. Ace Rent A Car.
6. Alamo.
7. Avis.
8. Budget.
9. Thrifty (and lower: Payless, Fox, Dollar).

Enterprise and National (sister brands) frequently trade the top spots year to year. Customers who skip the counter (via apps, kiosks, or loyalty programs) report higher satisfaction and save significant time.

Consumer Reports (member surveys on service, value, vehicle condition, pickup ease, price transparency; ~2024 data) ranked National highest overall (and often cheapest in their analysis), followed strongly by Enterprise and Alamo. Dollar, Fox, and Thrifty ranked near the bottom.

NerdWallet analyses also crown Enterprise for overall best traditional option (largest fleet/availability, solid loyalty program with Enterprise Plus, competitive pricing in many cases, and top satisfaction), with Budget often strongest on pure price.

Recommendations by Use Case

• Best overall / reliability & availability (most recommended for most people): Enterprise. Massive network (thousands of locations, including many non-airport/neighborhood spots—convenient for local or one-way needs), large modern fleet, strong service, and high satisfaction. Great for families, leisure, and general use. Pair with National or Alamo (same parent company) for flexibility.
• Business / frequent travelers / speed: National (Emerald Club for choosing any car in your class and quick exit) or Sixt/Avis/Hertz (strong loyalty programs and airport focus). Status perks via credit cards (e.g., Amex Platinum) are common.
• Best value / budget: Budget, Alamo, or sometimes Dollar/Thrifty/Advantage. Compare carefully—cheapest base rates can hide fees. Budget often wins pure price comparisons.
• Premium / modern fleet / Europe strength: Sixt (tech-forward, stylish cars, strong in Europe and growing in the U.S.; good awards). Hertz or Avis also solid for nicer vehicles.
• International travel:
  • Broad global reach: Avis and Hertz (more countries in some counts).
  • Enterprise expanding strongly.
  • Europe: Sixt and Europcar are major players.
  • Latin America (esp. Brazil): Localiza is a top local giant. Always check local regulations, insurance requirements, and automatic vs. manual transmission preferences.
• Alternatives people actually use:
  • Turo (peer-to-peer “Airbnb of cars”): Popular for unique/specialty/luxury vehicles, sometimes better pricing or delivery options, and variety. Pros: flexibility and fun cars. Cons: host cancellations, variable quality/insurance (personal auto insurance often doesn’t fully cover; Turo plans available but add cost), and less reliability/guarantees than big fleets. Great for leisure or specific needs; less ideal for critical business trips.
  • Short-term/city: Zipcar or similar car-sharing.
  • Aggregators and memberships: Book via Kayak, Expedia, Costco Travel, AAA, or airline/hotel partners for deals. Third-party sites can be cheapest but harder for changes.

Practical Tips for Renting

• Compare prices across companies and platforms—rates fluctuate wildly by location, date, car class, and demand. Airport locations often add fees; off-airport can save money but add logistics.
• Join free loyalty programs (Enterprise Plus, National Emerald Club, Hertz Gold, Avis Preferred, Sixt) for faster pickup, upgrades, and points toward free days. Credit cards frequently grant elite status or primary CDW/LDW insurance (decline the rental company’s expensive coverage if covered).
• Insurance and extras: Check your auto policy, credit card benefits, and travel insurance first. Watch for mandatory fees, young driver surcharges, one-way fees, and fuel/toll policies. Inspect the car thoroughly and document with photos/video.
• Avoid common pitfalls: Budget brands (Dollar, Thrifty, Fox, Payless) can have longer waits, older cars, or upselling pressure. Read recent reviews for the specific location. Book in advance for peak times, but last-minute can sometimes work or fail depending on inventory.
• Who actually uses what: Big three groups (Enterprise Holdings, Avis Budget, Hertz) handle the vast majority of traditional rentals due to airport dominance and scale. Sixt appeals to those wanting a more premium experience. Turo has grown for alternatives, especially younger travelers or unique needs.

Bottom line: Start with Enterprise (or National/Alamo) for the best combination of what most people care about—availability, satisfaction, and reliability. Cross-shop Budget or Alamo for deals, Sixt for nicer cars, and Turo for alternatives. Always verify current rates, reviews for your pickup location, and coverage, as experiences vary by airport/branch. Market conditions (fleet shortages, demand spikes) can shift rankings and availability.

Top car rental companies to consider are Enterprise, Hertz, Avis, Budget, and Alamo, offering a mix of availability, competitive pricing, and strong customer service.

Top Traditional Rental Companies

Enterprise Rent-A-Car Enterprise consistently ranks as the top choice due to its large fleet of over 2.1 million vehicles and extensive U.S. and international locations NerdWallet . It is also highly rated for customer service, making it a reliable option for both airport and neighborhood rentals. The Enterprise Plus loyalty program is traveler-friendly, offering straightforward points accumulation and low-cost redemptions for free rental days NerdWallet .

Hertz Hertz provides a wide selection of vehicles and premium programs like Gold Plus Rewards and Ultimate Choice, which allow frequent renters to skip the counter and choose their car. While Hertz’s points redemption rate can be higher than competitors, its fleet quality and airport availability are strong Upgraded Points+1 .

Avis and Budget Avis and Budget, part of the Avis Budget Group, cater to both standard and budget-conscious renters. Avis offers over 1,400 U.S. locations and regular prepaid discounts and promo codes to lower rental fees Upgraded Points . Budget is similar but generally offers cheaper rates, including prepaid discounts up to 35%, and perks like free additional drivers for spouses in most states Upgraded Points+1 .

Alamo Rent a Car Alamo is popular with international travelers and ranks high for ease of pickup and return with online check-in and kiosks Upgraded Points . Membership in Alamo Insiders provides additional 5% discounts and streamlines the rental process.

National Car Rental National offers the Emerald Club for fast service and vehicle choice, and is rated highly for customer satisfaction in many surveys Upgraded Points+1 .

Sixt Sixt is known for competitive base rates, high-quality vehicles, and comfortable rental experience, although it has fewer locations in the U.S. Upgraded Points .

Peer-to-Peer and Innovative Alternatives

Turo Turo allows renting directly from car owners, featuring a wide range of vehicles including Teslas, sports cars, and vintage models. It offers flexible locations around neighborhoods, competitive pricing, and 24/7 keyless pickup through Turo Go NerdWallet . Ideal for travelers seeking unique vehicles and flexibility.

Uber Rent Uber Rent lets users book cars from traditional providers like Hertz or Budget via the Uber app, sometimes with home delivery in select cities. It combines convenience with fleet reliability for urban and door-to-door rentals NerdWallet .

Zipcar Best for short-term, urban use, Zipcar offers hourly or daily rentals with app-based access, making it convenient for quick trips without parking concerns NerdWallet .

Summary Recommendation

For the most reliable and widely available options, Enterprise is the top choice. For airport pick-ups with quick service, consider Hertz, Avis, or Alamo. For budget-friendly rates, Budget and Sixt are cost-effective. For unique vehicles or flexible pickup options, consider peers-to-peer apps like Turo or delivery services like Uber Rent.

Choosing a rental company depends on your priorities—availability, loyalty benefits, pricing, and vehicle type are the main factors to evaluate Upgraded Points+2 .