North America Rental Car Satisfaction Study 2025

This report presents findings from the J.D. Power 2025 North America Rental Car Satisfaction Study, which evaluates customer experiences with rental car companies. The study reveals that customers who skip the airport rental counter experience significantly higher satisfaction levels and shorter pick-up times compared to those who visit the counter. Specifically, customers bypassing the counter report an overall satisfaction score of 704, while those who engage with the counter score 662. The average time taken to complete the rental pick-up for those who skip the counter is 14 minutes and 6 seconds, compared to 22 minutes and 3 seconds for those who do not. The report also ranks rental car companies based on customer satisfaction, with Enterprise leading at 734, followed by National at 721, and a tie between Advantage Rent A Car and Sixt at 711. The study is based on responses from 8,263 travelers and examines various dimensions of the rental experience.