A new report from J.D. Power ranks the best rental car companies in North America.
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Searching for the best car rental company to use on your next trip? You’re in the right place. J.D. Power—known for ranking airlines, airports, hotels and more—has just released its 2025 North America Rental Car Satisfaction Study. This annual report evaluates customer satisfaction and ranks the best rental car companies based on real-world traveler feedback.
Now in its second year using a redesigned scoring system, the report measures satisfaction across seven core factors including ease of rental, pick-up/drop-off, level of trust, vehicle, staff, value for price paid and digital tools. The 2025 results are based on responses from 8,263 business and leisure travelers who rented a vehicle at an airport location between August 2024 and August 2025.
The big picture? “This year, we saw how something as simple as a smile still carries a measurable impact,” Azari Jones, rental car practice lead at J.D. Power, told me in an interview. “Smile interactions had the strongest influence on overall satisfaction, trust and perceived value across every brand.”
The Best Car Rental Company In North America
The winning car rental company this year is Enterprise, which tops the list with a score of 734 out of 1,000 points, reclaiming the No. 1 spot after being edged out by its sister brand National in 2024. National comes in second this year with 721 points. The two brands have traded places at the top for several years. Enterprise led the list in 2023 and 2022, with National coming in second place both years.
Enterprise has been named the best car rental company in North America. Here, customer service representatives Oneal West (L-R), Marmontel Michel and Benjamin Meyer wait on customers at Enterprise rent-a-car at the Fort Lauderdale/Hollywood International airport. (Photo by Joe Raedle/Getty Images)
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Enterprise’s score improved by five points year over year, while National’s dropped by 15—a shift driven largely by declines in ease and convenience of rental and perceived value, according to Jones.
While Enterprise didn’t lead in every category this year, its across-the-board consistency helped seal the win. The brand delivers a balanced experience: strong digital tools, streamlined processes, knowledgeable staff and pricing that feels transparent and fair.
By contrast, National’s drop reflects a shift in how customers perceive value and convenience. “Even top-ranking brands are being measured against consumer expectations for greater convenience, transparency and tangible rewards for what they spend,” Jones told me.
Other Rental Car Standouts
Tied for third place this year are Advantage Rent A Car and Sixt (a tech-forward brand with a sleek European profile), each earning a score of 711.
While not a household name, Advantage’s rise from the fourth spot last year suggests that smaller or less prominent brands can still compete when they focus on the fundamentals. “Advantage made one of the strongest jumps in the study, driven by gains in ease of rental, value and digital tools,” says Jones.
Hertz and Ace Rent A Car followed closely behind with scores of 702 and 701, respectively.
Car Rental Companies Performing Below The Industry Average
Several well-known companies fell below the industry average this year, including Avis (672), Budget (669) and Thrifty (658). But one of the most notable improvements came from Thrifty, which climbed five points year over year, moving ahead of three other brands.
While it ranked below the industry average, Thrifty had some gains. Pictured here: Thrifty rental car office at Miami airport.
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“Thrifty climbed five index points this year, led by gains in value and trust,” says Jones. “Their only area outperforming the industry average was the perceived fairness of automated toll pass fees, showing progress in smaller but meaningful ways.”
Another shakeup: Payless, which dropped 33 points this year, the steepest decline of any brand in the report. According to Jones, this drop was driven by weaker pick-up and drop-off experiences, followed by declines in trust, staff interactions and value. “Their biggest gaps are tied to perceptions of optional coverage pricing, vehicle reliability and overall speed of service at pick-up,” says Jones.
For 2025, Dollar is once again at the bottom of the list with a score of 641. According to Jones, Dollar continues to struggle with ease of rental, the pick-up and drop-off experience and overall trust. But it’s not all bad news: “The brand is trending up, improving seven points year over year,” says Jones. “The biggest opportunities are in helping customers feel more comfortable with vehicle features and ensuring rentals include amenities that meet modern expectations.”
Key Trends Shaping The Rental Car Experience
One of the most compelling trends to emerge from this year’s report is that bypassing the rental counter leads to significantly higher customer satisfaction. Travelers who skipped the counter and went straight to the lot reported an average satisfaction score of 704, compared to 662 for those who went to the counter first.
Skipping the rental counter also saves time. According to the data, customers who bypassed the counter completed the rental pick-up process in just 14 minutes and 6 seconds, which is nearly eight minutes faster than those who stopped at the counter. At the counter, the rental experience averaged 22 minutes and 3 seconds.
Despite these advantages, 80% of customers still visit the counter. “The key for rental car companies looking to maximize customer satisfaction is to clearly communicate the value of direct pick-up for time-pressed travelers,” says Jones. “And to add value at the counter by delivering personalized service and more fully addressing customers’ questions and concerns.”
With electric vehicles now more common in rental fleets, many travelers may still prefer face-to-face support at pick-up, especially if they have questions about charging, in-car features, or route planning. “Going to the counter is still the way most people choose to interact with rental car services,” says Jones. “Consumers want to get the most out of their hard-earned money and to alleviate any concerns they may have about usage.”
Another trend: Loyalty program sign-ups are on the rise, but the benefits don’t always live up to customer expectations. “Loyalty program participation is trending upward across brands, but recognition and perks for members have declined,” says Jones. “Travelers are signing up, but they’re not always feeling the benefits.”
Across the industry, the bar for what feels like a good value is getting higher. “Perceived value remains the industry’s toughest challenge,” says Jones. Even top-performing brands are being measured against demands for more convenience, better transparency and perks are worth the price. In the end, the rental car companies that succeed will be the ones that find ways to deliver both speed and service, whether that happens at the counter or not.
A new report ranks the best rental car companies. (Photo by Mateusz Slodkowski/SOPA Images/LightRocket via Getty Images)
SOPA Images/LightRocket via Getty Images
Ranked: The Best Car Rental Companies For 2025
1. Enterprise
2. National
3. Advantage Rent A Car (tie)
3. Sixt (tie)
5. Hertz
6 Ace Rent A Car
7. Alamo
8. Avis
9. Budget
10. Thrifty
11. Payless
12. Fox Rent A Car
13. Dollar
