American analytics and consumer intelligence company J.D. Power recently released its 2025 report on top U.S. rental car companies of 2025.

“As rental car companies keep an eye on profitable revenue growth, productivity, cost control, and fleet management, they also need to maintain a strong and keen focus on serving their customers,” J.D. Power states on its annual report. “Rental car companies that understand their customers’ expectations and rental experiences are better positioned to target performance improvement initiatives that may increase overall customer satisfaction, brand loyalty and advocacy, and maximize sales.”

According to the J.D. Power 2025 North America Rental Car Satisfaction Study, Enterprise Rent-A-Car topped the charts for 2025, receiving a score of 734 out of 1,000. National came in second (721), and Advantage Rent A Car and Sixt tied for third (711). Hertz rounded out the top five. Last year, National Car Rental received first place.

The lowest-rated rental car companies? Dollar, Fox Rent A Car and Payless.

“Given options of loyalty programs, kiosks and rental car company apps, there are more ways than ever to bypass the rental car counter and customers who take advantage of that added convenience are enjoying the benefits,” said Azari Jones, rental car practice lead, J.D. Power. “But for one reason or another, many customers are choosing to take the extra time to engage with representatives at the rental car counter. The key for rental car companies looking to maximize customer satisfaction is to clearly communicate the value of direct pick-up for time-pressed travelers, and to add value at the counter by delivering personalized service and more fully addressing customers’ questions and concerns.”

The report was compiled by examining customer experience with rental car companies across seven core dimensions in order of importance: ease of rental; pick-up/drop-off; level of trust; vehicle; staff; value for price paid; and digital tools. The report then gathered responses from 8,263 business and leisure travelers who rented a vehicle at an airport location in the last year (August 2024–August 2025).

Satisfaction was also measured based on how long customers are at an airport car rental counter. The report also found travelers wait an average of eight minutes at the rental car counter. Eighty percent of airport rental car customers visit the counter first, despite many brands offering alternatives to skip the counter entirely and go directly to the lot to fetch their rental car.

Overall satisfaction among customers who bypass the rental counter is 704 (on a 1,000-point scale), compared to 662 among those who stop at the counter. Additionally, the report found those who bypass the counter have a higher satisfaction with the pick-up/drop-off experience (722 v. 667, respectively), and ease/convenience of securing the rental (722 v. 663, respectively).

What are your thoughts on this report? Which rental car company do you prefer? Have you had a specific positive or negative (or funny) rental car experience you’d like to share? What factor is most important to you when renting a car? Email us at letters@globaltravelerusa.com. Please include your full name and location.