Hertz Is Expanding its Online Used Car Sales Operation

Hertz Is Expanding its online used car sales operation, launching a dedicated direct-to-consumer platform to sell its former fleet vehicles. This strategic move, announced on September 30, transforms the Hertz Car Sales website from a mere inventory catalog into a comprehensive e-commerce hub, allowing customers across the United States to purchase quality used cars entirely online. The rental car giant aims to streamline the car-buying process, making it less intimidating and more accessible.

A Seamless Online Car-Buying Experience

Through its new online platform, Hertz is empowering customers to complete the entire car purchase journey from the comfort of their homes. Buyers can now:

Receive instant trade-in offers for their current vehicles.
Calculate estimated monthly payments.
Get pre-qualified for financing options.
View and select optional protection plans.

Hertz CEO Gil West highlighted this launch as “a critical milestone” in the company’s strategy to grow its customer-facing retail car sales business as the primary channel for offloading its retired rental fleet. Traditionally, rental companies like Hertz and Enterprise sell a significant portion of their used vehicles through auto auctions. This shift represents a modernization of their retail sales operations.

“Our new e-commerce platform marks a major step forward in modernizing how we serve our customers with a seamless journey from browsing to ownership,” said Gil West. “By enhancing our digital capabilities, we’re meeting customers where they are and giving them greater visibility into our inventory, easier purchasing processes, and broader access to quality Hertz vehicles.”

Peace of Mind with Inspections, Warranties, and Guarantees

While former rental vehicles are often perceived as having led “particularly hard lives,” Hertz is keen to assure buyers of peace of mind. The company states that its certified vehicles are:

Offered at competitive prices, frequently below their Kelley Blue Book Suggested Retail Values.
Undergo a rigorous 115-point inspection (in addition to standard post-rental inspections).
Backed by a 12-month/12,000-mile limited powertrain warranty, supplementing any remaining factory new vehicle warranty coverage.

Furthermore, Hertz provides comprehensive vehicle history and condition reports, 24-hour roadside assistance, and a reassuring 7-day/250-mile buy-back guarantee. Purchased vehicles can be picked up at any Hertz Car Sales location or arranged for convenient delivery.

Strategic Expansion and Market Impact

This announcement builds upon an earlier agreement in August to sell cars on Amazon Autos, Amazon’s car shopping service. Initially, this program allowed buyers in Dallas, Houston, Los Angeles, and Seattle to purchase cars via Amazon and pick them up at local Hertz Car Sales locations. Hertz has now expanded this successful program to all 45 Hertz Car Sales locations nationwide.

The increased emphasis on direct retail vehicle sales is a core component of Hertz’s new growth strategy. The company reported its highest retail vehicle sales volume in five years for Q2 2025, signaling strong demand for its used fleet. This aggressive expansion could place Hertz in direct competition with established online used car retailers like Carvana. Bloomberg reported a 3.4% dip in Carvana shares following Hertz’s announcement, indicating the potential market impact. To promote the new service, Hertz is leveraging its partnership with NFL legend Tom Brady, who will star in a new ad campaign airing during NFL football games.