The 2024 JD Power Car-Rental Rankings: Why Certain Brands Still Lead the Pack

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  Published in Travel and Leisure on Saturday, December 13th 2025 at 6:56 GMT by Travel + Leisure
      Locale: UNITED STATES

The 2024 JD Power Car‑Rental Rankings: Why Certain Brands Still Lead the Pack

Every year, travelers and industry observers turn to JD Power’s car‑rental rankings to gauge which companies deliver the best customer experience. The 2024 edition—released in late October—builds on a decade‑long tradition of rigorous, data‑driven analysis. Over 2,600 U.S. consumers were surveyed across the country, providing an in‑depth snapshot of their most recent car‑rental experience, from booking to return. The survey asked respondents to rate a range of touch‑points, including the ease of the reservation process, vehicle condition, customer service quality, and overall satisfaction.

The methodology is a key reason the rankings carry such weight. JD Power uses a weighted score that balances “pre‑use” factors (reservation, pick‑up, and vehicle quality) with “post‑use” factors (return experience and customer support). The study also separates results by rental size (economy, mid‑size, full‑size) and by rental method (online booking, phone reservation, or in‑person booking at the rental counter). By triangulating these perspectives, JD Power can produce a comprehensive view of each company’s performance across the entire rental journey.

1. Enterprise Vehicle Services: The Clear Front‑Runner

Enterprise takes the top spot with an overall satisfaction score that surpasses the average by nearly 20 points. Their consistent strength lies in the quality of the vehicles and the professionalism of the staff. Respondents praised the company’s “no‑hidden‑fee” policy and the extensive inventory of newer cars, especially in the economy and mid‑size categories.

Enterprise’s online booking system, highlighted as “intuitive and efficient,” received a high rating from tech‑savvy travelers. The company also led the “Customer Service” sub‑category, with staff consistently rated as “friendly” and “knowledgeable.” Enterprise’s longstanding “Community Support” initiatives—such as their sponsorship of local charities—were also noted, which likely contributes to a sense of trust among consumers.

2. Hertz: The Second‑Place Contender

Hertz comes in second, with a solid score that reflects both its brand heritage and recent service improvements. The rental giant is praised for its “Hertz Gold” loyalty program, which rewards frequent renters with perks like priority pick‑up and free upgrades. The company’s online reservation platform also scored highly, especially for users looking for a streamlined booking experience.

Hertz’s strengths include a wide global footprint, which appeals to international travelers. In the “Vehicle Quality” dimension, respondents noted a modern fleet that’s generally in good condition. However, the study found that Hertz still lags slightly behind Enterprise in “Return Experience,” with some customers reporting longer wait times when returning vehicles.

3. Avis: The Third‑Place Champion

Avis claims the third spot, largely due to its focus on “comfort” and “premium” vehicles. The brand’s recent push into electric and hybrid options is reflected in positive consumer sentiment, with a growing number of respondents citing the availability of environmentally friendly cars as a key factor in their choice.

Avis also excelled in “Customer Support” scores, especially for customers who booked by phone or at a physical location. The company’s “Avis Preferred” membership program—offering expedited service and complimentary upgrades—was highlighted as a major draw for business travelers. Despite these strengths, Avis fell short in “Reservation Experience” compared to Enterprise and Hertz, with some respondents noting a less intuitive website design.

4. National: A Strong Competitor in the Mid‑Size Market

National secured the fourth spot, carving out a niche as a reliable option for mid‑size and full‑size rentals. The company’s “National Premier” membership program, which offers free upgrades and reduced insurance options, was cited as a significant advantage. National also performed well in “Vehicle Quality,” especially in the larger vehicle categories where respondents noted the comfort and safety features of the fleet.

However, National’s “Reservation Experience” lagged behind the top three brands. While the online platform is functional, it was rated as slightly less user‑friendly than Enterprise’s or Hertz’s. The company’s response time for customer inquiries was also identified as an area for improvement.

5. Budget: The Best Value for Money

Budget earned the fifth spot, reinforcing its reputation as the most cost‑effective option. The brand’s “Low‑Price” philosophy resonated with price‑sensitive travelers, who cited the affordability and transparency of pricing as key selling points. Budget’s fleet of economy cars was praised for being clean and reliable.

In “Customer Service,” Budget was noted for its “friendly” staff and “efficient” processing at the rental counter. However, the brand received mixed feedback on its “Reservation Experience,” particularly when booking via the mobile app, which some respondents found glitchy.

What the Rankings Tell Us About the Car‑Rental Landscape

1. The Power of Consistency
   Enterprise’s dominance underscores the importance of consistent quality across all touch‑points. Its focus on a no‑fee, no‑surprises policy, combined with a high‑caliber fleet, translates into superior customer sentiment.

2. Loyalty Programs Pay Off
   Both Hertz and Avis highlighted the role of loyalty programs—Gold and Preferred respectively—in driving repeat business. Members enjoy perks that reduce friction at every stage of the rental experience.

3. Online Experience Still Matters
   The “Reservation Experience” sub‑category is a critical differentiator. Even a company with an otherwise stellar reputation can lose customers if its online booking platform feels clunky or confusing.

4. Innovation as a Differentiator
   Avis’s focus on electric and hybrid vehicles reflects a growing consumer demand for sustainability. The brand’s willingness to adopt new technology is paying off, even as it continues to refine its digital experience.

5. Price vs. Value
   Budget’s ranking highlights that cost remains a decisive factor for a large segment of travelers. Nonetheless, a balance between low price and quality service is essential; Budget’s mixed online feedback suggests there’s still room for improvement.

How These Rankings Could Shape Your Next Rental

If you’re planning a trip, consider what matters most to you. For the seamless, hassle‑free experience, Enterprise’s consistent performance and no‑hidden‑fee policy make it a solid choice. If you value brand prestige and a robust loyalty program, Hertz’s Gold membership could offer tangible perks. For travelers who prioritize eco‑friendly options and a premium feel, Avis’s expanding electric fleet may be appealing. National’s focus on mid‑size and full‑size vehicles could be ideal for families or business travelers, while Budget remains the go‑to for budget‑conscious travelers.

Ultimately, the 2024 JD Power rankings provide a clear, data‑backed framework for making an informed choice. By aligning the rankings with your priorities—price, convenience, vehicle quality, or sustainability—you can select a car‑rental partner that delivers the best experience for your specific needs.