Car Rental Industry Statistics 2026: Market Size, Revenue, Fleet, Booking, and Customer Experience Data

These car rental industry statistics highlight the latest benchmark figures on global market size, U.S. industry revenue, regional market scale, operator revenue, digital booking behavior, and renter experience.

Car rental industry statistics (top highlights)

• The global car rental market was estimated at $149.87 billion in 2024 and is expected to reach $168.48 billion in 2025.
• Grand View Research projects the global car rental market will reach $278.03 billion by 2030.
• North America accounted for 36.39% of global car rental revenue in 2024.
• Online bookings represented more than 71% of car rental revenue in 2024.
• Airport transport accounted for more than 38% of car rental revenue in 2024.
• The U.S. vehicle rental industry generated an estimated $37.9 billion in revenue in 2024.
• The U.S. vehicle rental industry averaged about 2 million vehicles in 2024.
• U.S. industry revenue per unit per month was about $1,387 in 2024, down from about $1,412 in 2023.
• Asia Pacific represented an estimated $20.7 billion car rental market in 2024, slightly ahead of Europe at $19.1 billion.
• Enterprise Mobility reported $39 billion in fiscal 2025 revenue, with 9,500+ rental branches and a global fleet of 2.4 million+ vehicles.
• Avis Budget Group reported $11.7 billion in full-year 2025 revenue and said it operates in about 180 countries with approximately 10,000 rental locations.
• Hertz reported $8.5 billion in full-year 2025 revenue and 81% average utilization for the year.
• Hertz said off-airport rentals accounted for 34% of worldwide vehicle rental revenue in 2025.
• In J.D. Power’s 2025 study, 80% of airport rental customers still visited the counter before pickup.
• Customers who bypassed the counter completed pickup in about 14 minutes and 6 seconds, versus 22 minutes and 3 seconds for those who stopped at the counter.
• J.D. Power reported satisfaction scores of 704 for renters who bypassed the counter and 662 for renters who stopped at the counter.
• ACSI said U.S. car rental customer satisfaction fell 3% to 75 in 2025.

Global car rental market size

Market-size estimates vary by methodology, but the latest benchmark reports still point to a large and growing global car rental market. One widely cited 2026 update places the industry at $168.48 billion in 2025 and projects continued expansion through 2030.

Max = $278.03B. Widths: 2024 53.90%, 2025 60.60%, 2030 100.00%

U.S. car rental industry revenue trend

The U.S. market remains one of the industry’s largest profit pools. After dropping sharply in 2020, industry revenue recovered quickly in 2021 and 2022, reached about $38.4 billion in 2023, and then held near that level in 2024.

Max = $38.4B. Widths: 2020 59.90%, 2021 72.92%, 2022 94.01%, 2023 100.00%, 2024 98.70%

Regional car rental market benchmarks for 2024

Hertz’s industry overview shows how large the U.S. market still is, while Asia Pacific and Europe remain substantial revenue pools in their own right. Latin America and the Middle East and Africa are much smaller today, but still material in global network planning.

Max = $37.9B. Widths: U.S. 100.00%, Asia Pacific 54.62%, Europe 50.40%, Latin America 13.46%, Middle East & Africa 9.76%

Major car rental company revenue benchmarks

Enterprise Mobility remains the largest major car rental operator by revenue among the companies with current public figures on hand. Avis Budget Group and Hertz are still sizable multibillion-dollar operators, but the gap between the market leader and the two public peers remains wide.

Max = $39B. Widths: Enterprise Mobility 100.00%, Avis Budget Group 30.00%, Hertz 21.79%

Airport pickup time: bypassing the counter vs. stopping at the counter

Digital and loyalty-driven pickup is becoming more important to the rental experience. J.D. Power’s 2025 study shows most customers still visit the counter, but direct-to-lot users finish pickup materially faster.

Max = 22.05 min. Widths: Bypass counter 63.95%, Visit counter 100.00%

What these car rental industry statistics show

The car rental industry has moved well beyond its pandemic low. Global market estimates for 2025 are well above $150 billion, the U.S. market is still close to $38 billion, and the largest operators continue to produce multibillion-dollar annual revenue.

At the same time, growth is no longer just about adding vehicles. The most important themes now are digital booking, quicker airport pickup, tighter fleet discipline, better utilization, and balancing airport demand with off-airport and local rental demand.

That combination helps explain why online booking, airport transport, loyalty-led pickup, and operational efficiency all show up repeatedly in the latest industry reports. In 2026, the biggest winners are likely to be the operators that turn scale into a faster and more predictable customer experience.

Sources

• Grand View Research, Car Rental Market Size and Share Report, 2026 update
• Hertz Global Holdings, 2024 Annual Report
• Hertz Global Holdings, Fourth Quarter and Full Year 2025 Results, February 2026
• Avis Budget Group, Fourth Quarter and Full Year 2025 Results, February 2026
• Avis Budget Group, 2023 Annual Report
• Enterprise Mobility, Media Resources and FY2025 quick facts
• J.D. Power, 2025 North America Rental Car Satisfaction Study
• American Customer Satisfaction Index, Travel Study 2025