Brandwave

How popular isHertz?

In September 2026, people searched for Hertz by name about 74,000 times in Australia, a 55.2% decrease from the previous year. These searches made up 21.2% of all Australia car rental company searches, placing Hertz first out of seven companies. When we asked both ChatGPT and Google AI Overviews about car rental companies, Hertz appeared in four of the five answers and was the fifth most recommended of the seven.

Search and AI answers in September 2026

Hertz is the most searched of 7 competitors and the fifth most recommended in AI answers.

  1. HertzShare of searches 21.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 5th
  2. EuropcarShare of searches 17.3%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  3. SixtShare of searches 17.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. AvisShare of searches 14.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. BudgetShare of searches 14.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd

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Top car rental companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Hertz was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Hertz is the fifth most recommended of the seven.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Sixt1st
  2. Budget2nd
  3. Avis3rd
  4. East Coast Car Rentals4th
  5. Hertz5th
  6. Europcar6th
  7. Thrifty7th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Sixt5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Budget5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • East Coast Car Rentals5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Hertz4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Avis4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Europcar2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Thrifty1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about car rental companies

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which car rental companies compete with Hertz?

Hertz against car rental companies in Australia, by month

Share of searches by month for Hertz, Europcar, Sixt, Avis, Budget, East Coast Car Rentals, Thrifty. The figures are in the table below the chart.

View monthly share of searches table
MonthHertzEuropcarSixtAvisBudgetEast Coast Car RentalsThrifty
Oct 202537.1%13.6%13.6%13.6%11.1%6.1%5%
Nov 202536.2%13.3%13.3%13.3%13.3%5.9%4.9%
Dec 202536.6%13.4%13.4%11%13.4%7.3%4.9%
Jan 202633.7%15.1%15.1%12.4%12.4%6.8%4.5%
Feb 202635.4%15.9%13%13%13%5.8%3.9%
Mar 202634.7%12.7%12.7%15.6%12.7%7%4.7%
Apr 202632.4%14.5%14.5%11.9%14.5%7.9%4.3%
May 202632%14.4%14.4%14.4%11.7%7.9%5.3%
Jun 202629%16%16%13.1%13.1%7.1%5.9%
Jul 202625.2%16.8%16.8%13.8%13.8%7.5%6.2%
Aug 202623.7%15.8%15.8%15.8%15.8%7.1%5.8%
Sep 202621.2%17.3%17.3%14.2%14.2%9.5%6.4%

  1. 1.Hertz

    21.2%

    Held 1st. 74K estimated branded searches, -18.2% vs prior month. Share -2.5 points.

  2. 2.Europcar

    17.3%

    Moved from 4th to 2nd. 60.5K estimated branded searches, 0% vs prior month. Share +1.5 points.

  3. 3.Sixt

    17.3%

    Moved from 5th to 3rd. 60.5K estimated branded searches, 0% vs prior month. Share +1.5 points.

  4. 4.Avis

    14.2%

    Moved from 2nd to 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.7 points.

  5. 5.Budget

    14.2%

    Moved from 3rd to 5th. 49.5K estimated branded searches, -18.2% vs prior month. Share -1.7 points.

  6. 6.East Coast Car Rentals

    9.5%

    Held 6th. 33.1K estimated branded searches, +22.1% vs prior month. Share +2.4 points.

  7. 7.Thrifty

    6.4%

    Held 7th. 22.2K estimated branded searches, 0% vs prior month. Share +0.5 points.

Compare popularity between Hertz and its closest rivals

Every comparison with Hertz

6 comparisons

How has branded search demand for Hertz changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hertz in Australia fell from 165K to 74K.
  • Across the 12 months ending September 2026, Hertz’s share of searches among car rental companies in Australia decreased from 37.1% to 21.2%.

How did search popularity change for Australia car rental companies in September 2026?

6 changes

  1. In September 2026, Europcar overtook Avis and Budget to rank 2nd among car rental companies in Australia, with 17.3% of the searches.

  2. In September 2026, Sixt overtook Avis and Budget to rank 3rd among car rental companies in Australia, with 17.3% of the searches.

  3. In September 2026, East Coast Car Rentals gained share of searches among car rental companies in Australia, from 7.1% to 9.5%.

  4. In September 2026, Thrifty gained share of searches among car rental companies in Australia, from 5.8% to 6.4%.

  5. In September 2026, Hertz lost share of searches among car rental companies in Australia, from 23.7% to 21.2%.

  6. In September 2026, Avis lost share of searches among car rental companies in Australia, from 15.8% to 14.2%.

How are Hertz’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Hertz’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • hertz

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How the Brand Demand Index is measured

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