National took top honors in the J.D. Power 2024 North American Rental Car Satisfaction Study with a score of 736 out of possible 1,000 points, according to J.D. Power. The brand bested its sister company Enterprise, which had 729 points and was first last year.
Coming in third was Germany-based car rental company Sixt with a score of 708. The overall customer satisfaction score for the industry was 688.
As it did for this year's North American airline and airport studies, J.D. Power redesigned the car rental survey for 2024, so scores are not comparable to 2023's results. The scores are based on a survey conducted from August 2023-July 2024 of 8,379 business and leisure travelers who rented a vehicle at an airport location.
The study examined the customer experience with rental car companies in North America across seven categories including, in decreasing order of importance, ease of rental, pick-up and drop-off, level of trust, vehicle, staff, value for price paid and digital tools.
Regarding corporate travel, "business travelers prioritize efficiency and value reliability," J.D. Power rental car practice lead Azari Jones told BTN by email. "Rental companies are meeting their expectations more effectively, which may be driven by factors like frequent renter programs, corporate discounts and streamlined service options specifically tailored to this customer segment."
The average customer-reported cost per day for a rental was $100, which is an increase from the $90 to $91 reported in the previous three years, Jones added.
"In a period when many are still feeling the pinch of high prices, it's important for rental car companies to demonstrate value," Jones wrote. "Along with establishing high levels of trust, providing a more seamless experience, and reducing the issues around technology, it will allow these companies to build a more loyal base of customers. It'll be even more important if there are price increases in the near future."
J.D. Power found that customers who give their rental car companies the highest scores for trust also are most likely to reuse that brand for their next rental. Yet overly complicated vehicles, problems experience during the rental car experience and the inability to choose a specific vehicle can negatively affect trust, thereby "damaging customer loyalty."
"Trust fosters loyalty, enhances the company's reputation and differentiates it in a competitive market," Jones said in a statement. "This leads to higher customer retention and positive word-of-mouth. Without this trust, even a well-known brand may struggle to maintain long-term relationships with customers."
In addition, just more than half (53 percent) of respondents said 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 J.D. Power.