Hertz 2009 Annual Report Download - page 15

13
The global recession has hit the construction
industry harder than most, and shows no signs of
improvement at the beginning of 2010. While we
are hopeful we will begin emerging from the trough
later this year, HERC has nevertheless steadily
diversied its revenue sources to partially offset
declining revenues attributable to the recession.
Despite adverse macroeconomic conditions,
HERC achieved 40%+ Corporate EBITDA* margins
throughout 2009 and beat its major competitors on
all important nancial metrics. HERC also continued
to right-size its business as economic conditions
deteriorated last year without sacricing customer
service or equipment quality.
HERC’s growth and diversication initiatives
include:
n Industrial Segment Penetration
n Power Generation
n Entertainment Services
n Expansion into China and the Middle East
Equipment Rental Revenue
Growth and Diversication
Despite the worst economic climate ever for equipment
rental, Hertz Equipment Rental Corporation is diversifying and
developing new sources of revenue growth.
Lights, Camera, Action… HERC and Hertz Rent A Car
have launched a joint product and service business servicing
the multi-billion dollar U.S. entertainment industry. Hertz has
the ability to provide not only rental vehicles for actors and
production crews, but also lighting, aerial, power generation
and other equipment lm production companies need.
* Indicates a Non-GAAP measurement presented and reconciled within the section of the
Annual Report to Stockholders entitled “Denitions and Non-GAAP Reconciliations,”
which follows the SEC Business and Financial Information in this Annual Report.