Thrifty Car Rental 2010 Annual Report Download - page 9

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insurance and administrative overhead represent fixed costs and cannot be adjusted for seasonal
increases or decreases in demand. In 2010, the Company’s average monthly fleet size ranged from
a low of approximately 89,000 vehicles in the first quarter to a high of approximately 114,000
vehicles in the third quarter.
The Company
The Company has two value rental car brands, Dollar and Thrifty, with a strategy to operate
company-owned stores in the top 75 airport markets and in key leisure destinations in the United
States. In the U.S., the Dollar and Thrifty brands are marketed separately, but operate under a
single management structure and share vehicles, back-office employees and facilities, where
possible. The Company also operates company-owned stores in five of the eight largest airport
markets in Canada under DTG Canada. In Canada, the company-owned stores are primarily co-
branded.
The Company is focused on maximizing profitability of its company-owned stores and continually
monitors any stores that do not meet minimum return on asset and profitability requirements for
potential improvements or possible closure.
The Company also offers franchise opportunities in smaller markets in the U.S. and Canada and in
all other international markets so that franchisees can operate under the Dollar or Thrifty trademarks
or dual franchise and operate both brands in one market. Additionally, the Company may re-
franchise company-owned stores outside its strategic markets.
Summar
y
Operatin
g
Data of the Compan
y
2010 2009 2008
(in thousands)
Revenues:
Revenue from U.S. and
Canada company-owned
stores 1,491,210$ 1,491,599$ 1,637,119$
Revenue from franchisees
and other 45,950 54,650 60,874
Total revenues 1,537,160$ 1,546,249$ 1,697,993$
2010 2009 2008
Rental locations:
U.S. and Canada company-
owned stores 297 296 400
U.S. and Canada franchisee
locations 308 317 341
Franchisee a
g
reements:
U.S. and Canada 190 181 222
International 139 135 139
Year Ended December 31,
As of December 31,
8