Hertz Announces Expansion Of Firefly Brand Into U.S. - Quick Facts

(RTTNews) - Hertz Corp. (HTZ) announced the expansion of its Firefly brand into the U.S. Opening throughout the year, the first location, in Orlando, will begin serving customers on September 15, 2013 followed by San Francisco, Las Vegas, and Los Angeles.

The company said it plans to have, by year end, approximately 20 Firefly locations servicing local area airports in select US leisure markets where other deep value brands have a significant presence.

The company noted that Firefly will enable it to re-enter the deep value, leisure car rental market in the U.S. which it temporarily exited after divesting the Advantage brand earlier this year. Additionally, Firefly will generate incremental fleet sharing, systems and operational synergies among its four brands, including Hertz, Dollar and Thrifty.

First launched in Europe, in March 2013, Hertz now operates 40 Firefly locations in Spain, France, Italy, Germany, the UK, Switzerland and Portugal.