Subbrands: Simply Wheelz and Advantage
In 2007, Hertz launched subbrand "Simply Wheelz" to address economy-minded and leisure-market customers in Orlando, Florida. The subbrand was colocated within and utilized the fleet and other assets of the parent brand, and channeled reservations and customer-service through a streamlined web front-end (resembling those of low-cost-carrier airlines) to its existing systems.
Hertz outbid Enterprise Rent-a-Car acquiring the assets of bankrupt Advantage Rent a Car System in early 2009. The Simply Wheelz subbrand and website were then rebranded as Advantage Rent-a-Car.
Read more about this topic: The Hertz Corporation
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