Firefly is a car rental brand owned by Hertz with a focus on the budget conscious consumer. Hertz was temporarily out of this sector after selling Advantage Rent-A-Car in 2012. Hertz will use Firefly to fill this void and provide consumers with a more affordable option in car rentals. Firefly will compete with other budget car rental brands including Avis’s Payless, Fox Rent-A-Car, and Advantage.
Firefly debuted earlier this year in Europe (currently operating 40 European locations in the United Kingdom, France, Spain, Portugal, Switzerland, Germany, and Italy) and is now working to open twenty locations in US cities.
Firefly opened in Orlando this September followed by locations at select airports including Denver, Chicago, Ft. Lauderdale, Ft. Myers, Honolulu, Houston, Kansas City, Las Vegas, Los Angeles, Miami, Oakland, Philadelphia, Phoenix, San Antonio, San Diego, San Francisco, San Jose, and Tampa. Firefly is slated to open their Minneapolis-Saint Paul and Cancun locations in December, followed by West Palm Beach in January. Firefly’s website provides comprehensive directions for locating their offices from each of these airports.