Brandwave

How popular isHertz?

In September 2026, people searched for Hertz by name about 108,000 times in the United Kingdom, a 9.1% decrease from the previous year. These searches made up 6.5% of all United Kingdom car hire company searches, placing Hertz fifth out of 11 companies. When we asked both ChatGPT and Google AI Overviews about car hire companies, Hertz appeared in two of the four answers and was the sixth most recommended of the 11.

Search and AI answers in September 2026

Hertz is the fifth most searched of 11 competitors and the sixth most recommended in AI answers.

  1. Enterprise Rent-A-CarShare of searches 38.2%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  2. EuropcarShare of searches 17.2%Mentioned in 2 of 4 AI answersPlace in AI recommendations 9th
  3. SixtShare of searches 14%Mentioned in 2 of 4 AI answersPlace in AI recommendations 8th
  4. AvisShare of searches 11.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 7th
  5. HertzShare of searches 6.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th

+6 more

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Top car hire companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hertz was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Hertz is the sixth most recommended of the 11.

Most recommended by AI

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

  1. Arnold Clark1st
  2. Enterprise Rent-A-Car2nd
  3. Zest Car Rental3rd
  4. Drivalia4th
  5. Green Motion5th
  6. Hertz6th
  7. Avis7th
  8. Sixt8th
  9. Europcar9th
  10. Budget10th
  11. +1 more

Mentioned by AI

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

  • Arnold Clark4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Enterprise Rent-A-Car3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Zest Car Rental3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Europcar2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Sixt2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Avis2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Hertz2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Drivalia1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Green Motion1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Budget1 of 4Named in 0 of 3 ChatGPT answersNamed in 1 of 1 Google answers

+1 more

See every answer about car hire companies

4 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Which car hire companies compete with Hertz?

Hertz against car hire companies in the United Kingdom, by month

Share of searches by month for Enterprise Rent-A-Car, Europcar, Sixt, Avis, Hertz, Zest Car Rental, Drivalia. The figures are in the table below the chart.

View monthly share of searches table
MonthEnterprise Rent-A-CarEuropcarSixtAvisHertzZest Car RentalDrivaliaGreen MotionThriftyArnold ClarkBudget
Oct 202539%20.7%11.3%11.3%5.1%3.4%2.8%1.9%2.3%1.5%0.66%
Nov 202542.6%18.5%12.4%10.1%4.6%2.5%3%2%2%1.4%0.9%
Dec 202541.9%18.2%14.9%9.9%3.9%2.4%2.4%2%2%1.6%0.88%
Jan 202635.6%18.9%15.4%12.6%5.2%3.8%2.5%1.7%2.1%1.4%0.92%
Feb 202636.4%20.7%13.8%11.3%4.8%4.1%2.8%1.5%2.3%1.5%0.82%
Mar 202633.1%17.6%14.4%17.6%5%3.5%2.9%1.6%1.9%1.6%0.86%
Apr 202632.8%19.7%16.1%13.2%5.3%3.9%2.6%1.8%2.2%1.8%0.63%
May 202632.8%21.9%14.8%12.1%5.3%4.4%2.4%2%2%1.6%0.72%
Jun 202631.7%21.2%17.4%11.7%5.6%4.3%2.3%1.9%1.9%1.3%0.69%
Jul 202633.5%20%16.5%11%6.1%4.9%2.2%1.8%1.8%1.5%0.66%
Aug 202635.9%19.7%16.2%10.8%6%4%2.2%1.8%1.8%1.2%0.64%
Sep 202638.2%17.2%14%11.5%6.5%4.2%2.3%1.9%1.9%1.5%0.84%

  1. 1.Enterprise Rent-A-Car

    38.2%

    Held 1st. 165K estimated branded searches, -18% vs prior month. Share +2.3 points.

  2. 2.Europcar

    17.2%

    Held 2nd. 74K estimated branded searches, -32.7% vs prior month. Share -2.5 points.

  3. 3.Sixt

    14%

    Held 3rd. 60.5K estimated branded searches, -33.1% vs prior month. Share -2.2 points.

  4. 4.Avis

    11.5%

    Held 4th. 49.5K estimated branded searches, -18.2% vs prior month. Share +0.7 points.

  5. 5.Hertz

    6.5%

    Held 5th. 28.2K estimated branded searches, -15.3% vs prior month. Share +0.6 points.

  6. 6.Zest Car Rental

    4.2%

    Held 6th. 18.1K estimated branded searches, -18.5% vs prior month. Share +0.2 points.

  7. 7.Drivalia

    2.3%

    Held 7th. 9.9K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  8. 8.Green Motion

    1.9%

    Held 8th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  9. 9.Thrifty

    1.9%

    Held 9th. 8.1K estimated branded searches, -18.2% vs prior month. Share +0.1 points.

  10. 10.Arnold Clark

    1.5%

    Held 10th. 6.6K estimated branded searches, 0% vs prior month. Share +0.4 points.

  11. 11.Budget

    0.84%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share +0.2 points.

Hertz and Arnold Clark sell other things too, so only their searches that name this product count here, like “hertz uk”.

Compare popularity between Hertz and its closest rivals

Every comparison with Hertz

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Hertz in the United Kingdom fell from 118K to 108K.
  • Across the 12 months ending September 2026, Hertz’s share of searches among car hire companies in the United Kingdom increased from 5.1% to 6.5%.
  • Across the 12 months ending September 2026, Hertz’s share of searches among car hire companies in the United Kingdom peaked at 6.5% in September 2026 and was lowest at 3.9% in December 2025.

How did search popularity change for United Kingdom car hire companies in September 2026?

6 changes

  1. In September 2026, Enterprise Rent-A-Car gained share of searches among car hire companies in the United Kingdom, from 35.9% to 38.2%.

  2. In September 2026, Avis gained share of searches among car hire companies in the United Kingdom, from 10.8% to 11.5%.

  3. In September 2026, Hertz gained share of searches among car hire companies in the United Kingdom, from 6% to 6.5%.

  4. In September 2026, Europcar lost share of searches among car hire companies in the United Kingdom, from 19.7% to 17.2%.

  5. In September 2026, Sixt lost share of searches among car hire companies in the United Kingdom, from 16.2% to 14%.

  6. Estimated monthly branded searches for Budget in the United Kingdom rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026.

How are Hertz’s branded searches counted?

6 search terms

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

  • hertz
  • hertz car hire
  • hertz car rental
  • hertz heathrow
  • hertz uk
  • hertz van hire

Do you work for Hertz? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does Hertz compete?

Hertz is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Car hire companies5th of 116.5%Shown above
Van hire companies4th of 68.2%Show ranking
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Is Hertz your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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