Global rental car revenue is estimated at $35.7 billion, and EVs were just 1.8% of rental fleets by 2023 even as the broader U.S. road fleet surged. At the same time, customer behavior is shifting fast, with 61% of leisure travelers choosing rideshare or taxi instead of a rental and business travelers still renting at a 42% rate. We pull together the U.S. booking details, satisfaction scores, add on spend, and utilization rates to show where the market is holding steady and where it is quietly changing.
Key Takeaways
- $35.7 billion estimated 2023 global rental car revenue (car rental market value)
- $0.9 billion estimated 2023 Middle East & Africa car rental revenue
- $5.9 billion estimated total U.S. rental-car related retail sales in 2022 (USD)
- 55% of U.S. renters reported using a rental car at least once in 2023 (survey-based share)
- 61% of leisure travelers said they used rideshare/taxi rather than rental cars in 2022 (survey-based comparison)
- 42% of business travelers reported renting a car for at least one trip in 2023 (survey-based share)
- EV rental fleet penetration reached 1.8% of rental-car inventories by 2023 (EV share of inventory)
- 2.8 million EVs on U.S. roads increased by 45% year-over-year by end of 2023 (context for EV rental availability)
- 31% of renters chose prepaid reservations in 2023 (prepay share)
- U.S. rental car customer satisfaction (J.D. Power) scored 845 in 2023 for rental car overall satisfaction index (numeric score)
- 5.1% of rental car customers in 2023 reported needing roadside assistance (share)
- Average fleet utilization for rental cars was 66% in 2023 (utilization rate)
- 3.4% average cancellation rate for rental car bookings in 2023 (percentage of bookings)
- $10.2 average daily cost of optional insurance add-ons for U.S. renters in 2023 (USD/day)
- $1.3 billion estimated U.S. annual revenue from vehicle insurance products sold with rentals in 2023 (USD)
In 2023, rental car demand stayed strong with major revenue gains, higher EV availability, and rising customer satisfaction.
Related reading
01 · Category
Market Size3 stats
01
$35.7 billion estimated 2023 global rental car revenue (car rental market value)
02
$0.9 billion estimated 2023 Middle East & Africa car rental revenue
03
$5.9 billion estimated total U.S. rental-car related retail sales in 2022 (USD)
Interpretation
Market Size Interpretation
From a Market Size perspective, global rental car revenue reached an estimated $35.7 billion in 2023, while the Middle East and Africa accounted for only $0.9 billion, showing how heavily the market is concentrated even as the U.S. posted $5.9 billion in rental car related retail sales in 2022.
02 · Category
User Adoption5 stats
01
55% of U.S. renters reported using a rental car at least once in 2023 (survey-based share)
02
61% of leisure travelers said they used rideshare/taxi rather than rental cars in 2022 (survey-based comparison)
03
42% of business travelers reported renting a car for at least one trip in 2023 (survey-based share)
04
20% of U.S. airport travelers used car rental as their main ground transport mode in 2023 (modal share)
05
9.0% of rental car transactions in the U.S. included additional drivers (percentage)
Interpretation
User Adoption Interpretation
User adoption is uneven, with just 20% of U.S. airport travelers using rental cars as their main ground mode in 2023 even though 55% of renters reported renting at least once, suggesting strong but limited overall reach.
03 · Category
Industry Trends3 stats
01
EV rental fleet penetration reached 1.8% of rental-car inventories by 2023 (EV share of inventory)
02
2.8 million EVs on U.S. roads increased by 45% year-over-year by end of 2023 (context for EV rental availability)
03
31% of renters chose prepaid reservations in 2023 (prepay share)
Interpretation
Industry Trends Interpretation
As of 2023, EVs still make up a small slice of rental inventory at 1.8%, but with 2.8 million EVs on U.S. roads and a 45% year over year surge, rental companies are seeing growing demand signals while 31% of renters increasingly opt for prepaid reservations.
More related reading
04 · Category
Performance Metrics3 stats
01
U.S. rental car customer satisfaction (J.D. Power) scored 845 in 2023 for rental car overall satisfaction index (numeric score)
02
5.1% of rental car customers in 2023 reported needing roadside assistance (share)
03
Average fleet utilization for rental cars was 66% in 2023 (utilization rate)
Interpretation
Performance Metrics Interpretation
In 2023, performance metrics point to a consistently strong rental experience with overall customer satisfaction at 845 and fleet utilization steady at 66%, while only 5.1% of customers reported needing roadside assistance.
05 · Category
Cost Analysis4 stats
01
3.4% average cancellation rate for rental car bookings in 2023 (percentage of bookings)
02
$10.2average daily cost of optional insurance add-ons for U.S. renters in 2023 (USD/day)
03
$1.3 billion estimated U.S. annual revenue from vehicle insurance products sold with rentals in 2023 (USD)
04
$1.9 billion estimated U.S. spending on collision damage waiver (CDW) add-ons with rentals in 2023 (USD)
Interpretation
Cost Analysis Interpretation
From a cost analysis perspective, renters in 2023 paid an average $10.2 per day for optional insurance add-ons in addition to major add-on revenue streams totaling $1.9 billion for CDW and $1.3 billion for vehicle insurance products sold with rentals.
06 · Category
Volume & Vehicles3 stats
01
12.7 million rental car transactions in the U.S. during 2023 (count of transactions)
02
1.4 million registered car rental establishments in the U.S. (number of businesses)
03
NaICS 532111 (Passenger Car Rental) had 2.2% annual employer growth in 2023 (growth rate)
Interpretation
Volume & Vehicles Interpretation
In 2023, US rental car volume remained strong with 12.7 million transactions while the industry also showed growth momentum through a 2.2% annual employer increase in passenger car rental, underscoring steady demand and an expanding workforce behind these vehicles.
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Samuel Norberg. (2026, February 13). Rental Car Industry Statistics. Gitnux. https://gitnux.org/rental-car-industry-statistics
MLA
Samuel Norberg. "Rental Car Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/rental-car-industry-statistics.
Chicago
Samuel Norberg. 2026. "Rental Car Industry Statistics." Gitnux. https://gitnux.org/rental-car-industry-statistics.
Sources & references
21 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)