Hertz Tone of Voice — Active & Established

Tagline: "Lets Go"

Industry: Car Rental

Sector: Travel & Hospitality

How Hertz Communicates

Hertz ties car rental to getting your journey moving. "Let’s Go" frames the long-established brand around energy, readiness, and the start of the trip ahead — active, established, dependable. The voice is journey-starting and upbeat, selling the momentum of hitting the road, positioning Hertz as a trusted, veteran name in rental that is all about getting you into a car and on your way with minimal fuss.

Tone Words

Hertz's brand voice is defined by the following tone words: Active, Established.

Communication Style

Language Style: Journey-starting
Sentence Type: Command
Tense: Present
Expression: Imaginative

Hertz Brand Story

Hertz is the original car rental company, synonymous with travel freedom since 1918. Premium positioning and Gold Plus Rewards create loyalty among frequent renters.

Brand Message

Start your journey with confidence

Brand Mission

Deliver exceptional journeys

Brand Positioning

Core Concept: Travel Freedom

Central Tension: Complexity vs. Simplicity

About Hertz

Hertz Global Holdings, Inc. (formerly The Hertz Corporation), known as Hertz, is an American car rental company based in Estero, Florida. The company operates its namesake Hertz brand, along with the brands Dollar Rent A Car, Firefly Car Rental, and Thrifty Car Rental. It is one of the three big rental car holding companies in the United States, having a 36% market share, placing it ahead of Avis Budget Group and second to Enterprise Holdings. As one of the largest worldwide vehicle rental companies by sales, locations, and fleet size, Hertz operates in 160 countries in North America, Europe, Latin America, Africa, Asia, Australia, the Caribbean, the Middle East, and New Zealand. Hertz was ranked 326th in the 2020 Fortune 500 list. The company filed for bankruptcy on May 22, 2020, citing a sharp decline in revenue and future bookings caused by the COVID-19 pandemic. As of December 31, 2021, the company had revenues of $7.3 billion, assets of $19.7 billion, and 23,000 employees. As of July 1, 2021, the company is no longer in Chapter 11 bankruptcy.

Frequently Asked Questions About Hertz

What is Hertz's tone of voice?

Hertz uses a active, established tone of voice. Their communication is journey-starting, typically using command-style sentences in the present tense. Their tagline "Lets Go" exemplifies this voice.

How does Hertz communicate with customers?

Hertz is the original car rental company, synonymous with travel freedom since 1918. Premium positioning and Gold Plus Rewards create loyalty among frequent renters.

What is Hertz's brand message?

Hertz's core message: Start your journey with confidence Their mission: Deliver exceptional journeys

What is Hertz's slogan?

Hertz's slogan is "Lets Go". It carries their active, established voice.

What is Hertz's mission?

Hertz's mission: Deliver exceptional journeys

What makes Hertz's brand voice unique?

Hertz stands out through their active, established communication style. Their central brand tension, "Complexity vs. Simplicity", shapes how they communicate across the Travel & Hospitality sector.

What language style does Hertz use?

Hertz uses journey-starting language, with imaginative messaging, in command-style sentences, using the present tense.