Overview

• Customers can now secure financing, receive trade-in offers and complete nearly the entire purchase online, moving beyond simple listings.
• A Tom Brady ad campaign begins Wednesday to promote the expanded retail experience.
• The move complements Hertz’s new Amazon Autos partnership that adds a high-traffic sales channel without Amazon holding inventory.
• Hertz offloads about half of its roughly 560,000-vehicle fleet each year and sends less than 10% to auction as it prioritizes higher-margin retail resale.
• Analysts say the expanded direct sales could pressure dealer profits, echoing dealer advocates’ warnings about rental fleets undercutting prices through bulk-buy discounts.