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Enterprise took the top spot in J.D. Power’s 2023 North America Rental Car Satisfaction Study, but the margin was extremely narrow. Its score of 866 was just one point higher than National and four points higher than Alamo.
The results are useful for comparing the major brands, especially if you are renting at an airport. They are not, however, a promise that one company will always offer the lowest price or the smoothest experience at every location. The study measured customer satisfaction among airport renters surveyed between August 2022 and August 2023.
2023 J.D. Power rental car rankings
J.D. Power scored rental companies on a 1,000-point scale. The 2023 industry average was 843, up from 829 in 2022.
| Rank | Rental company | Score | Compared with average |
|---|---|---|---|
| 1 | Enterprise | 866 | +23 |
| 2 | National | 865 | +22 |
| 3 | Alamo | 862 | +19 |
| 4 | Hertz | 845 | +2 |
| — | Study average | 843 | — |
| 5 | Avis | 825 | -18 |
| 6 | Budget | 822 | -21 |
| 7 | Dollar | 817 | -26 |
| 8 | Thrifty | 808 | -35 |
Enterprise ranked first for the third consecutive year. National and Alamo were close enough that the three leading companies should be viewed as a tight group rather than as dramatically different choices. J.D. Power also cautions that rankings based on numerical scores may not reflect statistical significance, so a one-point advantage should not be treated as proof that Enterprise delivers a meaningfully better rental than National.
#1 Best Overall
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What the ranking actually measured
The study surveyed 8,632 business and leisure travelers who rented vehicles from airport locations. It examined six parts of the rental experience:
- Reservation process
- Shuttle bus or van service
- Vehicle pick-up
- Rental vehicle
- Return process
- Costs and fees
That scope matters. This is an airport-rental satisfaction ranking, not a complete assessment of every neighborhood branch, independent agency, vehicle class or advertised rate. A company that performs well in the study can still have a long line, limited inventory or an unexpected fee at a particular counter.
Why Enterprise ranked first
Enterprise scored 866 points and led the study overall. J.D. Power’s Michael Taylor attributed part of Enterprise’s performance to the more personal interaction renters often have with its employees. That helps explain the result, but it is not a separate award or a standalone category score.
Enterprise’s first-place finish also does not mean it is the cheapest rental company. J.D. Power measured satisfaction, not the lowest daily rate, the lowest total price or the best value after insurance and add-ons.
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National scored 865, only one point behind Enterprise. It performed particularly well in vehicle pick-up and the rental-car experience. Business travelers in particular valued National’s self-selection model, which can let eligible renters choose a vehicle from an aisle rather than wait for an agent to assign one.
For frequent airport travelers, that operating model may be more important than the overall ranking. A quick exit and a predictable return can outweigh a small difference in the advertised base rate.
Alamo led the return-process category
Alamo placed third overall with 862 points, four points behind Enterprise and three behind National. It ranked highest specifically for the return process.
Rank #2
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That may matter to vacation renters returning a car before a flight. A clear inspection and fast receipt can reduce the stress of making an airport departure, although the experience can still vary by terminal, time of day and staffing.
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Hertz ranked fourth at 845, only two points above the 843 study average. It improved across the study’s factors, with especially notable improvement in costs and fees.
The gap between Hertz and the three leaders was more substantial than the gaps among Enterprise, National and Alamo. Even so, Hertz was the only company in the lower half of the table to score above the industry average.
How the remaining companies performed
Avis scored 825, placing it 18 points below the study average. Budget followed at 822, then Dollar at 817. Thrifty finished eighth with 808 points, 35 points below the average.
The bottom four brands should not automatically be dismissed. Price, location and availability can change the practical choice. A lower-ranked brand may be the only company with a suitable vehicle at a convenient airport terminal, or it may offer a substantially lower total price after comparing the same coverage and mileage terms.
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Overall satisfaction increased 14 points from 2022’s score of 829 to 843 in 2023. J.D. Power linked the improvement to more stable prices, better vehicle availability and improved staffing after the shortages and operational disruption that affected the rental industry during the pandemic recovery.
Those conditions also explain why the ranking should be read in context. Rental experiences can move quickly when fleet supply, staffing, travel demand or airport procedures change.
Rank #3
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- SUBSCRIPTION-POWERED SERVICE – The Tracki GPS tracker connects through 4G LTE Cat1 with built-in global SIM, giving app access, real-time location updates, alerts, and support after activation; Subscription Required, Cancel Anytime.
- FLEET-WIDE CONTROL – A practical fleet GPS tracker for work vehicles, with subscription-powered 15-second to 1-minute updates plus speed, geofence, movement, idle time, impact, and battery alerts through SMS, email, and app notifications.
- TRAILER & ASSET COVERAGE – A GPS tracker for trailer, car, truck, RV, boat, or equipment use, with 185+ country coverage, GPS accuracy of 5 to 10 meters outdoors, and Wi-Fi fallback indoors when GPS signals are harder to reach.
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How to use the ranking when booking
- Compare the total, not just the daily rate. Add taxes, airport concession charges, young-driver fees, additional-driver charges, insurance and fuel costs before choosing.
- Check the exact location. An airport counter and a city branch may have different hours, shuttle arrangements, inventory and fees.
- Match the brand to your priority. National may appeal to renters who value self-selection and a fast pick-up. Alamo’s return-process result may appeal to travelers concerned about getting back to the terminal quickly. Enterprise’s overall score may be useful when personal service matters.
- Read the fuel and mileage rules. Confirm whether the car must be returned full, whether prepaid fuel is optional and whether mileage is unlimited.
- Photograph the vehicle before leaving. Capture all sides, wheels, windshield, fuel level and the odometer. Keep the time-stamped images until the final receipt is settled.
- Allow time for the return. Even a highly rated company cannot guarantee a short line or immediate inspection during a busy airport period.
A note about newer J.D. Power results
The 2023 scores should not be presented as current rankings. J.D. Power redesigned the study for 2024 and says results from the redesigned study are not comparable year over year with the earlier studies. That means the 2023 score of 866 should not be directly lined up against a later score as though both were calculated using an unchanged system.
FAQ
Which rental car company ranked first in J.D. Power’s 2023 study?
Enterprise ranked first with a score of 866 out of 1,000. It was Enterprise’s third consecutive year at the top.
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Was Enterprise much better than National in 2023?
Not according to the score gap. Enterprise scored 866 and National scored 865, so the one-point difference was very small and should not be treated as proof of a meaningfully better experience.
Which rental car company was best for the return process?
Alamo ranked highest in the return-process category, although its overall score of 862 placed it third behind Enterprise and National.
Does this ranking identify the cheapest rental car company?
No. J.D. Power measured customer satisfaction across six rental-experience dimensions. It did not rank companies by the lowest advertised price or total cost.
The Bottom Line
Enterprise was J.D. Power’s highest-ranked rental car company in 2023, but National and Alamo were only slightly behind. Hertz also scored above the industry average, while Avis, Budget, Dollar and Thrifty fell below it. Use the ranking as one comparison tool for airport rentals, then check the exact branch, vehicle availability, total charges and rental terms before booking.
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