Renting a car should be a straightforward process, but often involves navigating potential fees and inconsistent service. A new study released on , by J.D. Power indicates that Enterprise Rent-A-Car currently provides the most consistently positive experience for customers in North America. The 2025 North America Rental Car Satisfaction Study awarded Enterprise a score of 734 out of 1,000, edging out National, which received 721 points.
This marks a shift in the rankings, as National held the top spot in the previous year’s study. The two companies have traded places at the top for the second consecutive year, demonstrating a close competition in customer satisfaction. Sixt and Advantage Rent A Car tied for third place, both achieving a score of 711. The study evaluated the entire rental process, from reservation and pickup to vehicle return and the handling of any associated fees.
Key Factors in Customer Satisfaction
The J.D. Power study highlights several key areas that contribute to a positive rental experience. These include a smooth reservation process, efficient vehicle pickup and return, and transparent fee structures. Customers are increasingly seeking convenience and clarity throughout the rental journey. The availability of options like loyalty programs, self-service kiosks, and mobile apps also play a significant role in overall satisfaction.
While Enterprise leads in overall satisfaction, the study reveals a wider range of performance across the industry. Payless, Fox Rent A Car, and Dollar consistently ranked at the bottom of the survey. Other well-known brands like Budget, Avis, and Thrifty all fell below the industry average, suggesting that customer experiences can vary significantly depending on the rental provider.
Consistent Findings Across Multiple Studies
The J.D. Power results aren’t an isolated case. Consumer Reports has published similar findings, further solidifying Enterprise and National’s positions as leaders in customer satisfaction. A recent ranking by Consumer Reports also placed National and Enterprise at the top, while Thrifty and Fox Rent A Car received lower scores.
This consistency in rankings over time – J.D. Power’s study also featured National and Enterprise as top performers – suggests a sustained commitment to customer service from these companies. Sixt consistently appears in the top three, indicating a reliable and positive experience for renters. For travelers seeking a hassle-free rental experience, these three companies represent a relatively safe bet.
Beyond the Rental: Considerations for Used Car Buyers
The discussion around car rental companies extends beyond the rental experience itself. The potential for purchasing ex-rental vehicles often arises as a cost-effective option for used car buyers. However, it’s crucial to weigh the pros and cons carefully. While ex-rental cars can be attractively priced and often come with documented maintenance histories, they may also have experienced more wear and tear due to a higher volume of drivers and potentially less careful handling.
The nature of the rental business means vehicles are often driven by individuals unfamiliar with the specific car model, and potentially less invested in its upkeep. Even with the best-rated rental companies, the risk of encountering a vehicle that has been driven hard remains. A thorough inspection and vehicle history report are essential before purchasing an ex-rental car.
The Evolving Rental Landscape
The car rental industry is continually evolving, driven by changing consumer expectations and technological advancements. The increasing popularity of mobile apps and self-service kiosks reflects a desire for greater control and convenience. Rental companies are responding by investing in these technologies and streamlining their processes.
Transparent pricing and clear communication regarding fees are also becoming increasingly important. Customers are more likely to be satisfied when they understand the total cost of the rental upfront and avoid unexpected charges. The J.D. Power study underscores the importance of these factors in shaping the overall rental experience. As competition intensifies, rental companies will likely continue to focus on improving these areas to attract and retain customers.
choosing the right car rental company involves considering individual needs and priorities. While Enterprise currently leads in overall customer satisfaction, other companies may excel in specific areas, such as vehicle selection or loyalty program benefits. By researching options and reading reviews, renters can make informed decisions and ensure a smoother, more enjoyable travel experience.
