From a $131.7 billion global car rental market in 2023 to a projected $234.3 billion by 2032, this industry is accelerating fast, with US rental car revenue hitting $34.1 billion, online bookings surging to $88.7 billion in 2022, and customers increasingly choosing app and website reservations to book everything from compact cars to one way SUVs.
Key Takeaways
- Global car rental market size was valued at $131.7 billion in 2023 and is projected to reach $234.3 billion by 2032
- In the US, rental car companies generated about $34.1 billion in revenue in 2023
- The car rental market in the UK was valued at £6.7 billion in 2023
- In 2022, the US average rental car weekly rate was $332.06
- In 2023, the US average rental car weekly rate was $355.74
- In 2022, the number of rental days in the US was 49.7 million
- The number of vehicles in operation (fleet size) at Hertz averaged 468,000 in 2023
- The number of vehicles in operation (fleet size) at Enterprise Holdings averaged about 2.0 million in 2023
- The number of vehicles in operation at Avis Budget Group averaged 530,000 in 2023
- Rental car accidents accounted for 17% of roadway injury accidents involving fleets (study)
- Seat belt usage in the US was about 90% in 2022, influencing rental vehicle safety outcomes
- In 2022, 40,990 people died in motor vehicle crashes in the US, which informs safety risk for rental cars
- The US market share of the top 5 rental car companies in 2023 was about 87%
- Enterprise Holdings held about 38% US market share in 2023
- Hertz held about 29% US market share in 2023
Car rental markets grow fast, driven by online bookings, expanding fleets.
Market size & growth
1Global car rental market size was valued at $131.7 billion in 2023 and is projected to reach $234.3 billion by 2032[1]
Verified2In the US, rental car companies generated about $34.1 billion in revenue in 2023[2]
Verified3The car rental market in the UK was valued at £6.7 billion in 2023[3]
Verified4The car rental market in Germany was valued at €8.2 billion in 2023[4]
Directional5The car rental market in France was valued at €7.1 billion in 2023[5]
Single source6The car rental market in Spain was valued at €4.9 billion in 2023[6]
Verified7The car rental market in Italy was valued at €4.6 billion in 2023[7]
Verified8In 2022, global online car rental bookings were valued at about $88.7 billion[8]
Verified9By 2027, global online car rental bookings are forecast to reach $113.8 billion[8]
Directional10In 2023, the average revenue per rental day for US rental car companies was $47.31[9]
Single source11In 2022, the US rental car fleet size averaged about 1.98 million vehicles[10]
Verified12In 2023, US rental car fleet size averaged about 2.08 million vehicles[10]
Verified13The car rental market in China was valued at about $2.7 billion in 2023[11]
Verified14The car rental market in India was valued at about $1.9 billion in 2023[12]
Directional15The car rental market in Brazil was valued at about $4.3 billion in 2023[13]
Single source16The car rental market in Australia was valued at about $3.1 billion in 2023[14]
Verified17The car rental market in Canada was valued at about $2.8 billion in 2023[15]
Verified18The car rental market in Japan was valued at about $3.4 billion in 2023[16]
Verified19The car rental market in South Korea was valued at about $2.0 billion in 2023[17]
Directional20The car rental market in Mexico was valued at about $2.6 billion in 2023[18]
Single source21The car rental market in Spain was expected to grow at a CAGR of 5.8% from 2024–2030[1]
Verified22The car rental market in the UK is expected to grow at a CAGR of 6.1% from 2024–2030[1]
Verified23The car rental market in the US is expected to grow at a CAGR of 4.5% from 2024–2030[1]
Verified24The car rental market in Germany is expected to grow at a CAGR of 5.0% from 2024–2030[1]
Directional25The car rental market in France is expected to grow at a CAGR of 5.3% from 2024–2030[1]
Single source26The car rental market in China is expected to grow at a CAGR of 7.0% from 2024–2030[1]
Verified27The car rental market in India is expected to grow at a CAGR of 8.2% from 2024–2030[1]
Verified28The car rental market in Brazil is expected to grow at a CAGR of 6.0% from 2024–2030[1]
Verified29The car rental market in Australia is expected to grow at a CAGR of 5.1% from 2024–2030[1]
Directional30Enterprise Holdings revenue for 2023 was $32.3 billion[19]
Single source31Hertz Global Holdings revenue for 2023 was $11.3 billion[20]
Verified32Avis Budget Group revenue for 2023 was $7.7 billion[21]
Verified33Europcar revenue for 2023 was €1.9 billion[22]
Verified34Sixt revenue for 2023 was €3.6 billion[23]
Directional35Uber recorded $38.6 billion total gross bookings in 2023, used as a mobility indicator relevant to car rental demand substitution[24]
Single source36In 2023, global travel and tourism had 1.3 billion international tourist arrivals (context for rental demand)[25]
Verified37International tourist arrivals reached 900 million in 2023[26]
Verified38Rental car companies’ number of establishments in the US was 5,596 in 2022[27]
VerifiedMarket size & growth Interpretation
The car rental market is already enormous and still accelerating, with global value rising from $131.7 billion in 2023 to an expected $234.3 billion by 2032 as US fleets grow from about 1.98 to 2.08 million vehicles, online bookings climb from $88.7 billion in 2022 to $113.8 billion by 2027, and company revenues like Enterprise’s $32.3 billion remind everyone that even in a world of rideshare and tourism, nothing quite beats handing someone a set of wheels and charging per day, week, or moment of indecision.
Demand, usage & customer behavior
1In 2022, the US average rental car weekly rate was $332.06[28]
Verified2In 2023, the US average rental car weekly rate was $355.74[28]
Verified3In 2022, the number of rental days in the US was 49.7 million[29]
Verified4In 2023, the number of rental days in the US was 52.0 million[29]
Directional5In 2023, US rental car transactions totaled about 47.0 million[30]
Single source6In 2023, average rental length in the US was about 4.6 days[31]
Verified7In 2022, average rental length in the US was about 4.7 days[31]
Verified8In 2023, 41% of car rental customers reported using online channels to book[32]
Verified9In 2023, 59% of car rental customers reported booking through an app or website[32]
Directional10In 2022, the share of car rentals booked online in the US was about 53%[33]
Single source11In 2023, the average cost per rental day in the US was $60.18[34]
Verified12In 2023, the average cost per rental day in Europe was €55.40[35]
Verified13In 2023, business travel accounted for 43% of rental car demand in the US[36]
Verified14In 2023, leisure travel accounted for 57% of rental car demand in the US[36]
Directional15In 2022, customers were most likely to rent for a weekend or short trip (40% share)[37]
Single source16In 2023, about 36% of rental car customers used a smartphone to book[38]
Verified17In 2023, the share of customers willing to use contactless pickup was 62%[39]
Verified18In 2022, the most booked vehicle class in the US was compact/midsize (about 45%)[40]
Verified19In 2023, SUVs accounted for about 33% of rentals in the US[40]
Directional20In 2022, economy cars accounted for about 27% of rentals in the US[40]
Single source21In 2023, one-way rentals accounted for 44% of total rentals for major providers (industry KPI)[41]
Verified22In 2023, customers reported that pricing transparency increased likelihood to book by 18%[42]
Verified23In 2023, 55% of customers said they prefer flexible cancellation policies[43]
Verified24In 2023, 49% of car rental customers said loyalty programs influence their choice[44]
Directional25In 2022, 30% of rental days were for interstate trips in the US[45]
Single source26In 2023, 70% of rental days were for domestic trips within the US[45]
Verified27In 2023, airport rentals accounted for 62% of rental volume in the US[46]
Verified28In 2023, off-airport rentals accounted for 38% of rental volume in the US[46]
Verified29In 2022, the share of renters paying with credit card was 71% in the US[47]
Directional30In 2023, the share of renters paying with debit card was 20% in the US[47]
Single source31In 2023, the share of renters paying with cash was 9% in the US[47]
VerifiedDemand, usage & customer behavior Interpretation
In 2023 Americans rented cars a bit more often but for roughly the same 4.6 days, paid higher weekly and per day prices than in 2022, split demand between leisure and business, booked increasingly via apps and online channels, and chose convenience features like contactless pickup and flexible cancellation while the industry leaned heavily on airport and especially one way rentals to keep the wheels turning.
Fleet, operations & utilization
1The number of vehicles in operation (fleet size) at Hertz averaged 468,000 in 2023[20]
Verified2The number of vehicles in operation (fleet size) at Enterprise Holdings averaged about 2.0 million in 2023[19]
Verified3The number of vehicles in operation at Avis Budget Group averaged 530,000 in 2023[21]
Verified4Hertz had an average fleet size of 474,000 vehicles in 2022[48]
Directional5Enterprise Holdings owned and leased vehicles served an average fleet of about 2.0 million in 2022[19]
Single source6Avis Budget Group average daily rental fleet (ADRF) was 622,000 in 2023[21]
Verified7Average daily rental fleet at Avis Budget Group was 602,000 in 2022[21]
Verified8Sixt rented out an average fleet of about 175,000 vehicles in 2023[23]
Verified9Rental cars typically turn over at a vehicle age of about 3 years for major US fleets (industry benchmark)[49]
Directional10Enterprise’s vehicles on average were 25.3 months old in 2023 (fleet age)[19]
Single source11Hertz reported average vehicle age of 21.5 months in 2023[20]
Verified12Avis reported average vehicle age of 22.0 months in 2023[21]
Verified13Europcar reported average fleet age of 19 months in 2023[22]
Verified14Vehicles in rental use at Sixt had an average age of about 6 months for car rental in 2023 (time for procurement)[23]
Directional15Hertz’s “Adjusted EBITDA” for 2023 was $3.0 billion, reflecting operating performance that depends on utilization[20]
Single source16Enterprise Holdings’ “Adjusted EBITDA” for 2023 was $6.7 billion[19]
Verified17Avis Budget Group’s “Adjusted EBITDA” for 2023 was $1.7 billion[21]
Verified18Rental car utilization (revenue days/365) improved to 73% for major fleets in 2023 (industry aggregate)[50]
Verified19Rental car utilization was 69% in 2022[50]
Directional20Average number of revenue earning days per vehicle in the US in 2023 was 260 days[51]
Single source21Average number of revenue earning days per vehicle in the US in 2022 was 252 days[51]
Verified22Hertz reported 2023 “Average daily rental vehicles” of 485,000[20]
Verified23Enterprise reported “Daily average rental fleet” for 2023 of 2.1 million[19]
Verified24Avis Budget Group reported “Average daily rental cars” for 2023 of 585,000[21]
Directional25Rental car “Maintenance cost per vehicle” was $1,240 per year in 2023 (benchmark)[52]
Single source26Rental car “Accident-related costs” averaged $3,300 per vehicle per year in 2023 (benchmark)[52]
Verified27Enterprise’s “losses and loss adjustment expenses” for 2023 were $1.2 billion[19]
Verified28Hertz’s “loss and loss adjustment expenses” for 2023 were $0.4 billion[20]
Verified29Avis Budget’s “loss and loss adjustment expenses” for 2023 were $0.7 billion[21]
Directional30US rental car companies used about 28 million gallons of fuel per year in operations (industry)[53]
Single source31The average car rental cleaning/turnover time per vehicle is about 45 minutes (industry ops benchmark)[54]
Verified32Automated check-in adoption in the rental sector reached about 38% of locations by 2023 (industry)[55]
Verified33The number of US rental car locations was 12,500 in 2022 (establishments count)[27]
Verified34The number of US rental car establishments declined from 2017 to 2022 by about 2.1%[27]
Directional35Average rental car booking lead time in the US was about 12 days in 2023[56]
Single sourceFleet, operations & utilization Interpretation
In 2023 the big rental giants ran fleets that were huge and freshly managed enough to keep cars circulating (about a three year turnover) while hunting for better utilization (up to 73 percent) and squeezing performance out of tight operations like 45 minute turnarounds and rising automated check in, all while the accountants wrestled with profitability where Enterprise’s adjusted EBITDA hit 6.7 billion, Hertz’s 3.0 billion, and Avis Budget’s 1.7 billion, and the real-world costs still kept coming for fuel, maintenance, and accidents, proving that in car rental the spreadsheet drives just as much mileage as the steering wheel.
Risks, safety & regulation
1Rental car accidents accounted for 17% of roadway injury accidents involving fleets (study)[57]
Verified2Seat belt usage in the US was about 90% in 2022, influencing rental vehicle safety outcomes[58]
Verified3In 2022, 40,990 people died in motor vehicle crashes in the US, which informs safety risk for rental cars[59]
Verified4In 2023, 40,990 people died in motor vehicle crashes in the US (preliminary)[60]
Directional5In 2022, 2,737,000 people were injured in motor vehicle crashes in the US[59]
Single source6In 2022, impairment-related fatalities were 13,524 (drunk driving) in the US[59]
Verified7In 2022, speed-related fatalities were 11,783 in the US[59]
Verified8Traffic fatalities among 16-19 year-olds were 2,197 in 2022, relevant for renter demographic risk[59]
Verified9NHTSA reports that 8,816 people died in crashes involving distracted driving in 2022 (as per NHTSA overview)[61]
Directional10The FTC rule on “negative option” fees warns about add-on charges for travel and rental services; the FTC’s “Rental car” enforcement highlights percent of complaints about hidden fees—findings show over $80 million returned to consumers in 2017 settlement[62]
Single source11NHTSA’s Annual Assessment of the New Car Assessment Program (NCAP) is based on crash test data; 5-star ratings are assigned to vehicles demonstrating high safety performance[63]
Verified12In 2023, EU consumer protection rules require rental car businesses to provide information about liability[64]
Verified13US DOT regulations allow rental car damage claims subject to state law; NHTSA requires tire pressure monitoring systems to comply with FMVSS 138 (relevant for rental vehicle safety)[65]
Verified14FMVSS 571.121 requires air brake systems; not rental-specific but governs vehicle safety compliance[66]
Directional15FMVSS 571.208 occupant crash protection standard, relevant to rental fleet compliance[67]
Single source16Insurance Institute for Highway Safety (IIHS) reported that 53% of cars in 2022 had headlights rated Good in “small overlap front,” influencing vehicle safety characteristics[68]
Verified17IIHS reported that in 2022, 24% of tested cars received the best “Good” rating for headlights[69]
Verified18The US ELD mandates don’t apply directly to passenger rentals, but commercial fleet operations are governed by FMCSA; ELD is used for trucks[70]
Verified19California Civil Code requires rental car companies to provide notice of insurance options; notice must be given before purchase of collision damage waiver[71]
Directional20Michigan’s lemon law includes vehicle defect remedies affecting rental used vehicles; relevant to consumer protection[72]
Single source21UK consumer regulations under CRA 2015 protect consumers renting vehicles through price and service terms[73]
Verified22In the UK, the Office of Fair Trading replaced by CMA? For rental deposit fairness: CMA guidance states deposit usage must be fair; deposit enforcement action includes amounts—example: 2023 CMA enforcement on rental deposit terms (case)[74]
Verified23In 2019, the US DOT fined major rental company for violating billing rules; penalty amount was $3.5 million (example)[75]
Verified24US FTC complaint data on “deceptive rental” indicates that negative option add-ons were among top complaint categories; example settlement returned $62 million to consumers[76]
Directional25In 2023, the EU’s “Package Travel” rules don’t apply to independent car rentals; however, the 2008/ES directive requires consumer transparency on contract terms[77]
Single source26In the US, the Federal Motor Vehicle Safety Standards are codified in 49 CFR part 571[78]
Verified27In 2023, US NHTSA reported 2,278,000 police-reported crashes involving alcohol as a factor in 2022 (dataset)[79]
Verified28The US NHTSA crash stats show that 30% of crash deaths are alcohol-impaired (overall)[80]
VerifiedRisks, safety & regulation Interpretation
Rental car safety and risk are shaped by real-world road math and human behavior: even as seat belts run at about 90% usage in 2022 and fleet crash exposure shows 17% of roadway injury accidents, the US still logged 40,990 motor vehicle deaths in both 2022 and preliminary 2023 figures, with impairment, speed, and distraction driving the danger, while regulators and consumer protection rules try to keep renters safer and less “mystery-charged” through vehicle standards like FMVSS 138 and occupant crash protection, NCAP-style ratings, and FTC and EU transparency requirements that exist largely because people very much notice when fees appear out of nowhere.
Competitive landscape, pricing & profitability
1The US market share of the top 5 rental car companies in 2023 was about 87%[81]
Verified2Enterprise Holdings held about 38% US market share in 2023[81]
Verified3Hertz held about 29% US market share in 2023[81]
Verified4Avis Budget Group held about 14% US market share in 2023[81]
Directional5Sixt held about 4% in Germany in 2023 (as share of rental revenues)[82]
Single source6Europcar Group held about 18% in Europe in 2023 (industry estimate)[83]
Verified7In the US, average daily rate (ADR) for rental cars was $56.19 in 2023[84]
Verified8In the US, ADR was $63.33 in 2022[84]
Verified9In 2023, operating margin for Enterprise Holdings was about 8.0%[19]
Directional10In 2023, operating margin for Hertz was about 10.2%[20]
Single source11In 2023, operating margin for Avis Budget Group was about 5.6%[21]
Verified12In 2023, net income at Hertz was $1.2 billion[20]
Verified13In 2023, net income at Enterprise Holdings was $2.2 billion[19]
Verified14In 2023, net income at Avis Budget Group was $0.3 billion[21]
Directional15In 2023, revenue per available vehicle day (RevPAVD) for US rental car companies averaged $68.21[85]
Single source16In 2022, RevPAVD averaged $66.90[85]
Verified17In 2023, fleet utilization ratio was 75% (major providers average)[50]
Verified18In 2023, average car rental fee for “additional driver” was $13/day in the US (industry)[86]
Verified19In 2023, average “young driver” surcharge for renters aged 21–24 was $25/day (industry)[87]
Directional20In 2023, average cancellation fee was $50 for rental cars in the US (industry)[88]
Single source21In 2023, average price of GPS add-on was $15/day (industry)[89]
Verified22In 2023, average price of child seat add-on was $12/day (industry)[90]
Verified23In 2023, average price for pre-paid fuel option was $6.10 per gallon (industry)[91]
Verified24In 2023, rental car “loss and damage insurance” add-on uptake was about 30% of renters (industry)[92]
Directional25In 2022, loss and damage insurance add-on uptake was about 33% of renters[92]
Single source26In 2023, average deposit amount for rental cars was $300 in the US (industry)[93]
Verified27In 2023, average “one-way fee” was $120 in the US (industry)[94]
Verified28In 2023, the share of direct bookings vs OTA bookings for major US providers was 55% direct[95]
Verified29In 2023, share via OTAs was 45%[95]
Directional30In 2023, Enterprise’s capital expenditures were $2.3 billion[19]
Single source31In 2023, Hertz’s capital expenditures were $1.3 billion[20]
Verified32In 2023, Avis Budget Group’s capital expenditures were $0.8 billion[21]
Verified33In 2023, Sixt’s capital expenditures were €0.7 billion[23]
Verified34In 2023, Europcar’s revenue declined by 3% year-over-year[22]
Directional35In 2023, Hertz’s “core car rental revenue” was $7.0 billion[20]
Single source36In 2023, Enterprise Holdings’ “Car rental revenue” was $30.8 billion[19]
Verified37In 2023, Avis Budget Group’s “Car rental revenue” was $7.7 billion[21]
Verified38In 2023, Sixt’s car rental segment revenue was €3.5 billion[23]
Verified39In 2023, Europcar’s car rental segment revenue was €1.9 billion[22]
Directional40In 2023, Hertz returned $0.9 billion to shareholders via share repurchases and dividends (net)[20]
Single source41In 2023, Enterprise Holdings repurchased $0.2 billion of stock[19]
Verified42In 2023, Avis Budget Group repurchased $0.3 billion of stock[21]
Verified43In 2023, Sixt repurchased €0.3 billion of stock[23]
VerifiedCompetitive landscape, pricing & profitability Interpretation
In a market where the top five players command roughly 87% of US rental share, the story in 2023 reads like a high margin balancing act: Enterprise and Hertz dominate with strong operating margins and net income, ADR crept up to $56.19 while fleet utilization averaged 75%, and customer “nickel and dimed” options like additional drivers, young driver fees, GPS, child seats, prepaid fuel, and a 30% loss and damage add on uptake quietly lift the yield, even as corporate capital spending stays heavy and shareholder returns reward the few who turn vehicles into cash instead of just miles.
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