COVID-19 and the U.S. Rental Car Industry

The global pandemic has hit the airport rental car industry particularly hard.  It has already forced changes to rental car companies’ customer-facing and back-of-house operations and facility layouts.

It has pushed Hertz into bankruptcy, which may change the industry’s competitive landscape and pose risks for airports.  While prior risks to the industry will likely continue, and the Pandemic adds a few more, there are some potential opportunities that may help the rental car industry recover.

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