Hertz 2015 Annual Report Download - page 12

Table of Contents
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The Latin America markets represent approximately $3 billion in annual revenues. Within Latin America the largest markets in which we do
business are Brazil, Chile, Colombia, Argentina, Mexico and Aruba. In each of these markets we have company-operated rental locations or our
Hertz, Dollar and Thrifty brands are present through our partners or franchisees to whom we have licensed use of the brand. Our newest brand,
Firefly, is also currently represented in Costa Rica, Grand Cayman, Mexico and Panama.
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Our U.S. and international car rental businesses are primarily operated through four brands - Hertz, Dollar, Thrifty and Firefly. We offer multiple
brands in order to provide customers a full range of rental services at different price points, levels of service, offerings and products. Each of our
brands generally maintains separate airport counters, reservations, marketing and all other customer contact activities. We achieve synergies
across our brands, particularly since the completion of the integration of Dollar Thrifty, by utilizing a single fleet management team and combined
maintenance, cleaning and back office functions.
Our top tier brand, Hertz, is one of the most recognized brands in the world, offering premium services that redefine the industry. This is consistent
with numerous published best-in-class car rental awards that we have won, both in the U.S. and internationally, over many years. We have sought
to support our reputation for quality and customer service in car rental through a variety of innovative service offerings, such as our customer
loyalty program and our global expedited rental program (“Gold Plus Rewards”), our one-way rental program (“Rent-it-Here/Leave-it-There”), our
national-scale luxury rental program (“Prestige Collection”), our sports car rental program (“Adrenaline Collection”), our environmentally friendly
rental program (“Green Traveler Collection”), and our elite sports and luxury car rental program (“Dream Cars”). We intend to maintain our position
as a premier provider of rental services through an intense focus on service, quality and product innovation.
Our smart value brand, Dollar, is the go-to choice for the discerning value seeker with elevated expectations. The Dollar brand's main focus is
serving the airport vehicle rental market, which is comprised of business and leisure travelers. The majority of its locations are on or near airport
facilities. Dollar operates primarily through company-owned locations in the U.S. and Canada, and also licenses to independent franchisees which
operate as a part of the Dollar brand system. Recently, we have been expanding the brand offering internationally, primarily in Europe.
Our experiential value brand, Thrifty, is the go-to brand for vacationers, tourists and those who see life as the ultimate adventure. Thrifty serves
both the airport and off airport markets through company-owned locations in the U.S. and Canada and licenses to independent franchisees which
operate as part of the Thrifty brand system. Recently, we have been expanding the brand offering internationally, primarily in Europe.
Our Firefly brand is a deep value brand for price conscious leisure travelers, providing everything the shopper is seeking with a focus on low price.
We have Firefly locations servicing local area airports in select U.S. and international leisure markets where other deep value brands have a
significant presence.
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We operate both airport and off airport locations which utilize common car fleets, are supervised by common country, regional and local area
management, use many common systems and rely on common maintenance and administrative centers. Additionally, our airport and off airport
locations utilize common marketing activities and have many of the same customers. We regard both types of locations as aspects of a single,
unitary, car rental business. Off airport revenues comprised approximately 30% of our worldwide rental car revenues in both 2015 and 2014.
Airport
We have approximately 1,635 airport rental locations in the U.S. and approximately 1,320 airport rental locations internationally. Our international
car rental operations have company-operated locations in Australia, Belgium, Brazil, Canada, the Czech Republic, France, Germany, Italy,
Luxembourg, the Netherlands, New Zealand, Puerto Rico, Slovakia, Spain, the United Kingdom and the U.S. Virgin Islands. We believe that our
extensive U.S. and international
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