Hertz’s deep-value brand, Firefly, launched in the United States on Aug. 30. Firefly will replace Advantage rent-a-car as Hertz’s provider of price-cut rental cars. Orlando, Fla., will be the first location to open in America, on Sept. 15. This will soon be followed by locations in Las Vegas, Los Angeles, and San Francisco. Hertz anticipates that by the end of this year, it will have at least 20 Firefly locations open around the country at airports that have a large presence of other deep value brands, to better accommodate the leisure market.
Hertz first launched Firefly in Europe in March, and now sports 40 locations in France, Germany, Italy, Portugal, Spain, Switzerland and the U.K. This brand will fit in quite well in the fastest growing market of deep value leisure vehicle rentals in the airport car rental world.
Firefly is a strategic move on the part of Hertz, which hopes to present patrons a large range of rental options no matter their pricing needs. Expect this brand to grow rapidly.
