Friday, March 15th, 2013 - Roy Morgan Research

In the past year Avis has taken and extended a lead on rival Hertz, the Roy Morgan Rental Car Monitor shows.

In the past year Avis has taken and extended a lead on rival Hertz, the Roy Morgan Rental Car Monitor shows.

5.1% of Australians used Avis in the 12 months to January 2013, up from 4.8% two years ago. By contrast Hertz lost ground, now down from highs of 4.8% in early 2011 to 4.3% now. Budget is in third position, and steady at 3.8%.

In total, 17.6% of Australians (3.3 million) used a rental car in the last 12 months, a similar percentage to New Zealand (16.8%, or 0.6 million). However in New Zealand Avis and Budget are the two leading brands of rental cars, with Hertz in third.

Jane Ianniello, International Director of Tourism, Travel & Leisure, Roy Morgan Research, says:

“The Australian rental car market is dominated by a few key players including the Avis/Budget group and Hertz/Thrifty.

“At the premium end of the market the Avis brand has lived up to its slogan ‘We try harder’ and outperformed both Hertz and Europcar over the last 12 months. Budget and Thrifty from the mid-tier price range are tracking steadily.

“It is important for rental car companies to understand the demographics, attitudes and behavioural profile of their target market, so as to tailor appropriate messages which resonate.”


Source: Roy Morgan Single Source (Australia), February 2010 – January 2013, average annual sample n = 19,488.

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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