On the Dash:
- Hertz is expanding HertzCarSales.com into a full online platform to sell used vehicles directly to consumers.
- Direct-to-consumer sales become Hertz’s primary, more profitable channel, competing with Carvana.
- Customers can complete purchases online, with vehicles backed by inspections, a 12-month/12,000-mile warranty, and a buyback guarantee.
Hertz Global Holdings, one of the world’s largest rental car companies, announced on Tuesday plans to launch a new e-commerce platform for selling used vehicles directly to consumers. The expansion will transform HertzCarSales.com from a digital catalogue detailing cars for sale at physical retail locations into a fully online experience.
The move positions direct-to-consumer sales as Hertz’s primary channel for car sales, which is more profitable than wholesale auctions. Customers will be able to browse thousands of vehicles, receive trade-in offers, secure credit approval, purchase protection plans and finalize their purchase—entirely online. Each vehicle undergoes a 115-point inspection and is backed by a 12-month, 12,000-mile warranty, 24-hour roadside assistance, and a seven-day, 250-mile buyback guarantee.
The expansion puts Hertz directly in competition with Carvana, which currently purchases some of its vehicles from the rental company. Following the announcement, Hertz shares fell 1% while Carvana shares dropped 3.4%.
The initiative is part of Hertz’s broader effort to expand its retail channels over the past year. The company previously expanded its Rent2Buy program, which allows customers to test-drive a vehicle for three days before purchasing. In August, the company also announced a partnership to sell vehicles on Amazon Autos, further extending its direct-to-consumer reach.
