Hertz Heritage: Hertz in the Digital Age

For a business like Hertz that has been in operation for more than 100 years, the list of changes and advancements that have been navigated is miles long. Hertz has seen the invention and growth of not only the internet, but the first in-car cell phones, the first navigation systems and so much more.

Much like how one of our founders, Walter Jacobs, responded to the changing times of the early 1900s by anticipating the future needs of customers and creating further innovative advancements to suit those needs, Hertz has continued to do so throughout the 2000s.

The Early 2000s – Technological Advancements

The Hertz Corporation has always valued forward thinking, while seeking to embrace the changing of the times. Four years before the new millennium and the year 2000, the first-ever Hertz website was built in 1996.

Keeping pace with the ever-evolving World Wide Web, Hertz quickly began offering even more efficiency and ease-of-use to their customers with continued technological innovation. This came in the form of fast-paced Express Rent Kiosks, Hertz mobile applications, mobile alerts and eReceipts.

Of course, these advancements also brought with them the opportunity for further innovation in customer service as well, which led to even more vehicle offerings for our customers. Some highlights included the creation of the Hertz Prestige Collection in 2000, the Green Collection of eco-friendly vehicles in 2006 and the carpool-embracing conception of the Hertz On-Demand Car Sharing in 2011.

As you can see, throughout the early 2000s, Hertz continually sought to improve the customer experience in a variety of thoughtful and creative ways.

2000s to 2010s – Growth, Change and Expansion

Hertz has always been a company that has pursued and achieved many first milestones in the rental car business. True to that reputation, Hertz’s continued premier customer service and worldwide focus led to an expansion of services in China in the year 2002 – making Hertz the first-ever global car rental company to operate in that country.

10 years later, Hertz again made history by calling, “Action!” and fully acquiring Cinelease, the United States’ market leader in TV lighting and grip rentals. Then, in the year 2013, Hertz expanded its portfolio of rental car brands to also include Dollar, Thrifty, and Firefly – creating the world’s most diverse global rental car company.

Shortly after this expansion, a new corporate headquarters was needed to house the full Hertz Corporation under one roof. Hertz relocated the company headquarters from Park Ridge, New Jersey, to the sunny coastal city of Estero, Florida.

In the year 2016, another achievement was proudly accomplished by Hertz: Kathryn Marinello stepped into the role of Hertz Chief Executive Officer, becoming the first female ever to do so.

2018 and beyond – Celebrating 100 years of Hertz

As we cruised into 2018, Hertz hit one of its biggest milestones – turning 100.

A lot has happened in the past 100 years, both for Hertz and the world we live in. But one thing is for certain: Change is constant and inevitable, and to progress, change must be embraced. Hertz takes this idea to heart, staying at the forefront of innovation to provide the best service for its customers.

And the innovation hasn’t stopped for Hertz beyond its centenary. Paving the way for a green revolution, in 2021 Hertz partnered with Uber as part of its Rideshare Rental program to enable Uber drivers to rent a Tesla for Zero Emission trips.

Then, in 2022, Hertz launched a partnership with Lyft, which saw it become an available option for airport pickups too. Want to know more? Check out our article on the benefits of renting with Hertz as an Uber or Lyft driver.

If you’re interested in learning more about Hertz History, make sure to check out our other Hertz Heritage stories, including a history of Hertz’s early years and the rise of the 1966 Shelby Mustang GT350H.