Looking for the best car rental company this year? J.D. Power, renowned for its insightful rankings across various industries from airports to hotels, has released its 2024 North America Rental Car Satisfaction Study. This comprehensive report meticulously evaluates the leading car rental companies, including industry giants like National, Hertz, and Avis, providing crucial insights into customer satisfaction, trust, and brand loyalty within the car rental sector.
“At J.D. Power, our core mission is to deliver unmatched insights into customer satisfaction, empowering both businesses and consumers to make well-informed decisions,” stated Azari Jones, the rental car practice lead at J.D. Power, in a recent interview. “Our findings not only reflect the current industry landscape but also anticipate future trends and challenges. For consumers, our rankings serve as a reliable benchmark, guiding them to identify brands that prioritize a customer-centric approach.”
This year’s study incorporated feedback from 8,379 business and leisure travelers who rented vehicles from airport locations over the past year. Building upon previous reports from 2022 and 2023, the 2024 study introduces a refined methodology designed to enhance the precision of the results. While this improved accuracy means direct comparisons to previous years are not possible, Jones clarified that the shift to a six-point scale from a ten-point scale allows for a more nuanced understanding of customer feedback.
According to Jones, this methodological change is the culmination of over three years of in-depth research. The new scale facilitates better data discrimination, enabling J.D. Power to capture subtle variations in satisfaction and dissatisfaction levels more effectively. “Furthermore, with the increasing prevalence of mobile survey completion, the simpler six-point scale enhances user experience, contributing to the collection of more accurate and dependable data,” she added.
National Takes the Top Spot in Car Rental Rankings
The standout performer in this year’s rankings is National, securing the top position with a score of 736 out of 1,000 points. Jones highlighted National’s emphasis on vehicle choice flexibility as a key differentiator, empowering customers with greater control over their rental experience. “The inability to select a specific vehicle is a major pain point for many renters, negatively impacting both their satisfaction and their trust in the rental brand,” Jones explained. “Companies like National have addressed this issue more effectively by offering increased flexibility in vehicle selection, though this remains an area ripe for improvement across the broader car rental industry.”
Following closely behind National in the rankings are Enterprise, with 729 points, and Sixt, achieving 708 points. These companies demonstrate strong customer satisfaction, reflecting positive rental experiences.
Customer Loyalty and Value: Insights from Lower-Ranked Companies
At the lower end of the rankings is Dollar, but Jones offers a more nuanced perspective. “It’s crucial to recognize that a considerable portion of customers indicated they would rent from Dollar again,” Jones pointed out. “This suggests that despite operational challenges such as extended wait times or less efficient processes, the value proposition offered by Dollar may still be compelling enough to maintain customer loyalty. Even with lower satisfaction in certain areas, competitive pricing and other value-driven factors can effectively drive repeat business.”
Technology and Digital Experience: Key Trends in Car Rental Satisfaction
The J.D. Power report also identifies significant trends shaping customer experiences in the car rental market. A particularly noteworthy finding is the profound impact of in-vehicle technology on customer satisfaction. As advanced features like sophisticated touch-screen interfaces and electric vehicle technologies become increasingly common in rental fleets, the ease of use of these technologies is directly correlated with customer satisfaction. However, the study reveals a significant gap: only 53% of customers report being able to easily operate the features within their rental vehicles.
“Technology is playing an ever-increasingly vital role in defining the car rental experience, presenting both opportunities and complexities,” Jones commented. “As automotive technology advances—encompassing everything from intricate touch-screen systems to electric vehicle functionalities—the customer’s ability to seamlessly utilize these features becomes paramount to their overall satisfaction. Our research indicates that a substantial 47% of car rental customers find it challenging to operate their vehicle’s features, highlighting a clear need for improved customer education and support. While some brands are beginning to address customer sentiments in this area, the car rental industry as a whole still lags in adequately supporting customers’ transition to more technologically advanced vehicles.”
Another significant trend is the industry-wide push towards digital transformation. “Today’s customers expect a fluid, technology-driven rental process, spanning from mobile app-based reservations to contactless vehicle pickups,” Jones elaborated. “Car rental companies that are actively investing in these digital technologies are witnessing tangible improvements in customer satisfaction. Conversely, those companies that are slower to adopt these technologies risk losing market share to more digitally adept competitors.”
2024 Car Rental Company Rankings: Full List
Below are the rankings of the Best Car Rental Companies in North America according to the 2024 J.D. Power Rental Car Satisfaction Study:
- National
- Enterprise
- Sixt
- Advantage Rent A Car
- Alamo
- Hertz
- Ace Rent A Car
- Payless
- Avis
- Fox Rent A Car
- Thrifty
- Budget
- Dollar
For a deeper dive into the study’s findings, you can access the full report on the J.D. Power website. Choosing the right car rental company can significantly impact your travel experience. These rankings offer valuable insights to help you make an informed decision for your next trip.
