Time – Hertz’s main goal is to get the vehicles to their customers as fast as possible. One of the ways
that they do this is through offering their #1 Club Gold Service. With this service the customers can by-
pass the rental lines. They go to the location then to the Gold Board which shows their last name and
the stall number that their vehicle is in. The customers also have the option to change their vehicle
through the Gold Choice program to avoid having to go to the counter. With this program they are able
to select another vehicle from a specific area at the location.
Quality – The second most important competitive priority is quality. Hertz prides themselves with their
outstanding service. One aspect of that is providing customers with clean and safe vehicles. It is
important as it will ensure that customers come back to rent from Hertz.
Price – The third competitive priority is price. The rental car industry is competitive and most consumer
decisions are based off of price points. The reason why this is number three is because they feel that
their speed of service and high quality vehicles bring back their return customers.
Flexibility – Hertz does their best to get their customers the vehicles that they booked however that is
not always possible. Regardless of this the customers will still get a vehicle just not the exact class that
they booked.
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