Brandwave

Hertz vs Turo:Which is more popular?

In September 2026, Hertz had more branded searches than Turo among car rental companies in the United States. Hertz had about 1 million branded searches, while Turo had 823,000. Hertz made up 16.2% of all car rental company searches we track, and Turo accounted for 13.3%. When we asked ChatGPT and Google AI Overviews about car rental companies, Hertz appeared in three of the four answers and Turo in none.

Among car rental companies in the United States in September 2026

Who do people search for more?

Hertz, about 22% more searches than Turo

Hertz 1M searchesTuro 823K searches

Who does AI mention more?

Hertz, mentioned in 3 of 4 answers, Turo in 0

Hertz in 3 of 4Turo in 0 of 4

Who does AI recommend more?

Hertz, the only one of the two named

Hertz first in 3Turo never named

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Top car rental companies in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Hertz was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Turo did not appear in any of the four answers.

Most recommended by AI

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

  1. Enterprise Rent-A-Car1st
  2. Alamo2nd
  3. Hertz3rd
  4. Budget4th
  5. National Car Rental5th
  6. Avis6th
  7. Sixt7th
  8. Turo–

Mentioned by AI

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

  • Budget4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Alamo4 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
  • Hertz3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • National Car Rental2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Avis2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sixt1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Turo0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about car rental companies

4 answers

Not named in any answer:

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

Is Hertz or Turo more popular in search?

This chart shows how often people search Google for Hertz and Turo by name. Each line represents a brand's share of searches for all eight car rental companies we track, month by month, from searches in United States.

Hertz and Turo among car rental companies in the United States, by month

Share of searches by month for Hertz, Turo. The figures are in the table below the chart.

View monthly share of searches table
MonthBudgetEnterprise Rent-A-CarHertzNational Car RentalTuroAvisAlamoSixt
Oct 202519.1%15.6%19.1%12.9%10.5%12.9%6.8%3.1%
Nov 202519.6%16.1%19.6%10.8%10.8%13.2%6.6%3.2%
Dec 202518.7%18.7%18.7%10.3%10.3%12.6%6.7%3.8%
Jan 202620%13.5%20%11.1%11.1%13.5%6.7%4%
Feb 202620.5%11.3%20.5%11.3%11.3%13.9%6.9%4.1%
Mar 202619.8%13.2%19.8%10.9%13.2%13.2%6.6%3.2%
Apr 202617.9%14.7%17.9%12.1%14.7%12.1%6.9%3.6%
May 202621%14%17.1%11.5%14%11.5%7.5%3.4%
Jun 202620.3%13.6%16.5%13.6%13.6%11.2%7.2%4.1%
Jul 202620.9%17%17%11.5%11.5%11.5%6.5%4.2%
Aug 202621.1%17.1%17.1%11.6%11.6%11.6%6.5%3.5%
Sep 202619.8%16.2%16.2%13.3%13.3%10.9%6.2%4%

How has the Hertz and Turo comparison changed over the last 12 months?

3 findings
  • Hertz was ahead of Turo in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Hertz’s share of searches among car rental companies in the United States moved from 19.1% to 16.2%, and its estimated monthly branded searches moved from 1.2M to 1M.
  • Across the 12 months ending September 2026, Turo’s share of searches among car rental companies in the United States moved from 10.5% to 13.3%, and its estimated monthly branded searches moved from 673K to 823K.

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

2 changes

  1. In September 2026, Turo overtook Avis to rank 5th among car rental companies in the United States, with 13.3% of the searches.

  2. In September 2026, Hertz lost share of searches among car rental companies in the United States, from 17.1% to 16.2%.

How are branded searches counted?

2 search terms

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

Hertz

1 branded search term

  • hertz

Turo

1 branded search term

  • turo

How the Brand Demand Index is measured

Other head-to-heads among car rental companies

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