North America Rental Car Satisfaction Study
Study Details
As rental car companies keep an eye on profitable revenue growth, productivity, cost control, and fleet management, they also need to maintain a strong and keen focus on serving their customers. Rental car companies that understand their customers’ expectations and rental experiences are better positioned to target performance improvement initiatives that may increase overall customer satisfaction, brand loyalty and advocacy, and maximize sales.
The Solution
The JD Power North America Rental Car Satisfaction StudySM measures customer satisfaction with the entire airport rental car experience, from reservation to vehicle return. Subscribers may leverage JD Power data to better understand their competitive position and:
- Measure components that drive overall rental car satisfaction at North American airport locations.
- Identify areas of strength and weakness for each rental car company.
- Align strategic planning and improvement initiatives with core customer desires and needs.
- Benchmark customer satisfaction with North American rental car companies.
As rental car companies keep an eye on profitable revenue growth, productivity, cost control, and fleet management, they also need to maintain a strong and keen focus on serving their customers. Rental car companies that understand their customers’ expectations and rental experiences are better positioned to target performance improvement initiatives that may increase overall customer satisfaction, brand loyalty and advocacy, and maximize sales.
The Solution
The JD Power North America Rental Car Satisfaction StudySM measures customer satisfaction with the entire airport rental car experience, from reservation to vehicle return. Subscribers may leverage JD Power data to better understand their competitive position and:
- Measure components that drive overall rental car satisfaction at North American airport locations.
- Identify areas of strength and weakness for each rental car company.
- Align strategic planning and improvement initiatives with core customer desires and needs.
- Benchmark customer satisfaction with North American rental car companies.
Benefits
A study subscription provides access to the tools you need to gain a comprehensive, in-depth understanding of how your company is performing and identify areas that may need improvement.
Study deliverables include:
- KPI analysis examining the actions with the greatest impact on customer satisfaction, enabling you to target and prioritize your improvement initiatives.
- Personalized competitive data set allowing you to see how you stack up against competitors, the industry, and the highest performers across study factors.
- Access to online data portals for in-depth data analysis.
- Executive presentation with management insights, which include customized strategic recommendations, study results, ongoing best practices, and analyses of high performing companies.
- A customer comment file that allows your company to hear directly from your customers.
A study subscription provides access to the tools you need to gain a comprehensive, in-depth understanding of how your company is performing and identify areas that may need improvement.
Study deliverables include:
- KPI analysis examining the actions with the greatest impact on customer satisfaction, enabling you to target and prioritize your improvement initiatives.
- Personalized competitive data set allowing you to see how you stack up against competitors, the industry, and the highest performers across study factors.
- Access to online data portals for in-depth data analysis.
- Executive presentation with management insights, which include customized strategic recommendations, study results, ongoing best practices, and analyses of high performing companies.
- A customer comment file that allows your company to hear directly from your customers.
Experiences Explored
- Reservation process
- Shuttle bus/van
- Pick-up process
- Rental car
- Return process
- Cost and fees
- Reservation process
- Shuttle bus/van
- Pick-up process
- Rental car
- Return process
- Cost and fees
Key Dates
- 2026 Study Fielding Begins: August 2025
- 2026 First Data Publish: January 21, 2026
- 2026 Second Data Publish: April 15, 2026
- 2026 Third Data Publish: July 1, 2026
2026 Final Results and Press Release: October 7, 2026
(*Subject to change; updated 07/08/2025)
Press Release & Award Information
JD Power will issue a national press release that will highlight key findings and trends from the stud(ies) and includes top-to-bottom rankings of the brands in the study that meet JD Power’s predetermined research criteria. The brand(s) that ranks highest in each of the segments profiled and meets predetermined award criteria will have the opportunity to leverage their award publicly through the JD Power award licensing program, which requires subscribing to the study as a prerequisite.
Brands that rank above the industry average for their segment and subscribe to the study earn the opportunity to commission a JD Power Performance Report. JD Power Performance Reports are customized, client-commissioned reports that highlight above-average performance by companies in JD Power syndicated studies. Each report is written and designed by JD Power, and features research findings and charts from the study, with a focus on sponsoring client's ranking and performance. Learn More
JD Power will issue a national press release that will highlight key findings and trends from the stud(ies) and includes top-to-bottom rankings of the brands in the study that meet JD Power’s predetermined research criteria. The brand(s) that ranks highest in each of the segments profiled and meets predetermined award criteria will have the opportunity to leverage their award publicly through the JD Power award licensing program, which requires subscribing to the study as a prerequisite.
Brands that rank above the industry average for their segment and subscribe to the study earn the opportunity to commission a JD Power Performance Report. JD Power Performance Reports are customized, client-commissioned reports that highlight above-average performance by companies in JD Power syndicated studies. Each report is written and designed by JD Power, and features research findings and charts from the study, with a focus on sponsoring client's ranking and performance. Learn More
Make decisions with confidence.
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
Subscribers to this study have full access to benchmark reporting, competitor analysis, and more with PowerSource.
Brands Targeted to be Profiled
(Final profiled list will be available upon study publication)
2024 and 2025 Brands Targeted to be Profiled
- ACE Rent A Car
- Advantage Rent A Car
- Alamo
- Avis
- Budget
- Dollar
- Enterprise
- Fox Rent A Car
- Hertz
- National
- Payless
- Thrifty
- Sixt
(Final profiled list will be available upon study publication)
2024 and 2025 Brands Targeted to be Profiled
- ACE Rent A Car
- Advantage Rent A Car
- Alamo
- Avis
- Budget
- Dollar
- Enterprise
- Fox Rent A Car
- Hertz
- National
- Payless
- Thrifty
- Sixt
(Updated 12/11/2024)
