Hertz Global Holdings
Hertz’s deep-value brand for travelers hunting a deal, mainly at airports.
Hertz’s FY 2025 10-K calls Thrifty the “deep value brand,” competing as a cost-conscious offering whose core focus is leisure travelers in the airport channel. Tagline quoted in the filing: “The Absolute Best Car for Your Money.”1
Like Dollar, Thrifty joined Hertz in the 2012 Dollar Thrifty acquisition and shares the Hertz fleet while keeping a separate counter and marketing identity.1
Remarketing runs through Hertz’s channels (Hertz Car Sales digital retail and wholesale), not a standalone Thrifty car lot.
The Drive’s account of Hertz’s Atlanta AI scanner involved a Hertz-owned Thrifty customer billed after a wheel scuff was flagged — a reminder that inspection tech at a shared airport facility can apply across the family.2