Overview Leaderboard Methodology
Industry Report

Traditional Car Rental Companies

National and international car-rental companies offering fleet-based short-term vehicle rentals through corporate locations and airport counters.

Brands tracked: 35
Brands analyzed: 35
Last updated: 2026-04-23
Model: OpenAI GPT-5
Prompts: 275
Total responses: 1,400
Top Brand Overall?
Hertz
70/100

Highest overall AI Visibility Score in this industry.

LBA Leader?
Enterprise Rent-A-Car
89

Highest score on the LBA metric in this industry.

Authority Leader?
Hertz
53

Highest score on the Authority metric in this industry.

TOM Leader?
Hertz
89

Highest score on the TOM metric in this industry.

Hertz leads the Traditional Car Rental Companies category in AI responses

Hertz is the most consistently-surfaced brand when users ask AI assistants about Traditional Car Rental Companies, but not to the point of monopolising the conversation. Avis and a handful of others appear regularly, giving users a reasonable set of alternatives to compare. The top of this leaderboard is where most of the AI-driven traffic will go.

Brand Leaderboard All 35 Traditional Car Rental Companies brands ranked

Ranked by overall AI Visibility Score (smoothed geometric mean of LBA, Authority, and TOM with an LBA-based floor on Authority and TOM, see methodology). Click any brand for the full report.

# Brand LBA Authority TOM Overall
1
Hertz
hertz.com
 71
53
89
70
2
Avis
avis.com
 77
51
84
69
3
Budget
budget.com
 67
52
77
64
4
Alamo
alamo.com
 72
33
77
57
5
Sixt
sixt.com
 72
18
66
45
6
National Car Rental
nationalcar.com
 85
23
42
44
7
Enterprise Rent-A-Car
enterprise.com
 89
9
42
34
8
Thrifty
thrifty.com
 55
16
22
28
9
Europcar
europcar.com
 74
7
23
25
10
Dollar
dollar.com
 72
8
20
24
11
Localiza
localiza.com
 74
7
7
18
12
Zipcar
zipcar.com
 76
8
8
18
13
Rentalcars.com
rentalcars.com
 71
7
7
17
14
Turo
turo.com
 66
7
8
17
15
Auto Europe
autoeurope.com
 62
6
6
15
16
Movida
movida.com.br
 55
6
6
14
17
Centauro
centauro.net
 53
5
5
13
18
Getaround
getaround.com
 53
5
5
13
19
Fox Rent A Car
foxrentacar.com
 46
5
5
12
20
KAYAK
kayak.com
 49
5
5
12
21
Payless Car Rental
paylesscar.com
 45
5
5
12
22
Unidas
unidas.com.br
 46
5
5
12
23
Ace Rent A Car
acerentacar.com
 44
4
4
11
24
Kyte
kyte.com
 43
4
4
11
25
Firefly Car Rental
fireflycarrental.com
 36
4
4
10
26
Goldcar
goldcar.com
 37
4
4
10
27
Green Motion
greenmotion.com
 40
4
4
10
28
InterRent
interrent.com
 40
4
4
10
29
keddy by Europcar
keddy.com
 37
4
4
10
30
NU Car Rentals
nucarrentals.com
 33
3
3
9
31
Advantage Rent A Car
advantage.com
 30
3
3
8
32
Easirent
easirent.com
 25
2
2
7
33
Record Go
recordrentacar.com
 24
2
2
7
34
Routes Car Rental
routes.ca
 22
2
2
6
35
U-Save
usave.com
 21
2
2
6

How is this calculated? Methodology

Every brand in this leaderboard is scored against the same set of 275 shared Traditional Car Rental Companies prompts. The same prompts, same model, same iterations. So differences in scores reflect actual differences in AI visibility, not differences in measurement.

Overall AI Visibility Score
Smoothed geometric mean of LBA, Authority and TOM. Authority and TOM are floored at LBA × 0.1 before the geometric mean (the same floor used in the per-metric cards above, so brand cards and the composite tell the same story). Formula: composite = ((LBA + 5)(Authority + 5)(TOM + 5))^(1/3) - 5. The floor keeps brands the model clearly recognises but doesn't yet recommend from collapsing to zero, while a single genuinely weak metric still pulls the composite down. Full methodology.
Shared industry prompts
For Authority and TOM, all brands in the industry are scored against the same 275 category prompts (e.g. "best SEO tools for agencies"). This makes brand-to-brand comparisons valid - everyone faces identical inputs. LBA prompts are per-brand because they ask brand-specific questions.
Latent Brand Association (LBA)
5 brand probes + 1 control prompt, each run 5 times in recall mode (no web search). LBA = quality × meta × stability × share × recognition × 100. Read the full LBA methodology →
LLM Authority
50 organic category prompts (discovery, comparison, problem and transactional intents), each run once in recall mode and once in retrieval mode. Score = frequency × log-decayed prominence × intent weight, then 50/50 averaged across the two modes. Read the full Authority methodology →
Top of Mind (TOM)
15 high-volume discovery prompts (sourced from Keywords Everywhere search-volume data), each run 5 times in pure recall mode (no web). Score = frequency × (0.5 + 0.5 × log-prominence), volume-weighted. Read the full TOM methodology →