National ranked highest in overall customer satisfaction in the J.D. Power North America Rental Car Satisfaction Study, which was redesigned this year so that scores are not comparable to previous studies. (National’s score was 736.) The study examines customer experience with rental car companies in North America across seven core dimensions (in order of importance): ease of rental; pick-up/drop-off; level of trust; vehicle; staff; value for price paid; and digital tools. It is based on responses gathered from 8,379 business and leisure travelers who rented a vehicle at an airport location during the past year. The study was fielded from August 2023 through July 2024.

Ranking second in the study was Enterprise Rent-A-Car (729), which is National’s sister company; and third was Sixt (708). The overall customer satisfaction score for the industry was 688.

The study found that overly complicated vehicles, problems experienced during the rental car experience and the inability to choose a specific vehicle can negatively affect trust, thereby damaging customer loyalty. Overall, only about half (53%) of rental car customers say it was very easy to operate the features and amenities in their vehicle, an issue rental car companies will need to start addressing as in-car technologies grow increasingly complex, according to the report.

Azari Jones, rental car practice lead at J.D. Power, said that when customers feel a company is genuinely focused on their needs and provides a seamless experience, they are more likely to trust that brand and choose it repeatedly. Trust, he said, “fosters loyalty, enhances the company’s reputation and differentiates it in a competitive market.” This leads to higher customer retention and positive word-of-mouth, said Jones, adding, “Without this trust, even a well-known brand may struggle to maintain long-term relationships with customers.”