A recent J.D. Power ranking has shown that how travelers think about rental cars has also changed dramatically. In its 2025 North America Rental Car Satisfaction Study, the firm evaluated major rental providers across seven criteria: ease of rental, pick‑up/drop‑off, level of trust, vehicle quality, staff, value for price, and digital tools.
Enterprise tops the list in customer satisfaction, earning a score of 734 out of 1,000. That puts it ahead of second‑place National (721) and the third place tie between Advantage and Sixt (both 711). This represents a shift from 2024, when National had claimed the top spot.
Enterprise takes the lead for 2025.
The best car rental company in 2025: Enterprise
Why does Enterprise lead? According to J.D. Power, the company offers a balanced package: good digital tools and streamlined processes, high staff quality, and consistently understandable pricing. Their ability to deliver convenience and trust buffers the occasional hiccup in vehicle condition or wait times.
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Bottom of the barrel: Dollar, Fox, and Payless
At the lower end of the spectrum, Dollar, Fox Rent A Car, and Payless score worst in overall satisfaction. These companies tended to rank lowly in multiple categories: lower confidence in vehicle condition, weaker support from staff, more opaque pricing, and weaker digital or counter processes. While the study doesn’t always break down each flaw company by company, it highlights that “value for price paid,” “vehicle,” and “staff” are among the dimensions dragging these firms downward.
Customers renting from these lower‑ranked firms tend to report more surprises (hidden fees, unexpected charges, poor condition of vehicles) and longer time to resolve issues.
Skipping the counter
One interesting finding in the study: customers who bypass the airport counter and go straight to the lot average a faster and smoother experience. The study reports that those who skip the counter complete the pick‑up process in about 14 minutes, 6 seconds, while those who go through the airport counter average 22 minutes, 3 seconds. If your rental provider supports digital check‑in, loyalty app keys, or kiosk skip options, taking advantage of those can save time and improve your experience.
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Best practices
Here are best practices when renting a car, whether for business, vacation, or everyday needs. These tips help you save time, avoid unexpected fees, and ensure a smooth rental experience:
1. Book early and directly: Book in advance to get better rates and vehicle availability. Use the rental company’s official site for more flexible cancellation and access to loyalty perks. Always compare prices using aggregators (e.g., Kayak, Expedia), but double-check terms directly with the provider.
2. Use a credit card: Most rental agencies require a credit card for security holds. Credit cards often include rental insurance and save you from needing to buy extra coverage. Debit cards can involve stricter rules, higher deposits, or a credit check.
3. Understand insurance options: Know whether your personal car insurance or credit card covers rentals because many do for standard rentals in your home country. Decline duplicate coverage if you’re already protected, but accept coverage if you’re unsure or traveling internationally.
4. Inspect the car before driving off: Take photos and videos of the vehicle, both its exterior and interior, to document preexisting damage. Report any scratches, dents, or issues before you leave the lot.
5. Skip the counter if you can: Sign up for rental programs like Enterprise Plus, Hertz Gold Plus, or National Emerald Club to skip long lines. Mobile check-in or kiosks can cut your pick-up time significantly.
Using these tips should make for a smoother car rental experience. Unsplash
6. Choose the right fuel policy: “Return full” is usually the cheapest so fill up the tank yourself before returning. Avoid prepaid fuel unless you know you’ll return the car empty and save your gas receipt as proof.
7. Review the contract thoroughly and don’t forget to double-check the:
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Rental period (return time matters!)
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Added fees (tolls, GPS, additional drivers, etc.)
8. Keep all documentation: Save the rental agreement, fuel receipts, photos, and return confirmation. Disputes over damage or charges can happen weeks later so be prepared.
9. Return on time: Late returns can incur extra day fees or hourly charges. Also keep in mind that returning to a different location may trigger a drop-off fee so make sure it’s allowed and clearly priced.
10. Be aware of local rules and restrictions: In cities or countries with toll roads, ask if the car has an electronic pass, check for restricted driving zones, especially in Europe or large U.S. cities, and ask about snow chains, winter tires, or region-specific requirements.
In 2025, the J.D. Power study confirms what many frequent renters and corporate travel managers already suspect: brand reputation and operational consistency matter. Enterprise emerges as the most reliable across many dimensions, while Dollar, Fox, and Payless lag behind, often falling short in staff support, transparency, and vehicle quality.
Still, even with the best provider, many pain points arise can still arise. Deploying smart practices like skipping the counter, inspecting the vehicle, using loyalty programs, and understanding total cost, can help you boost satisfaction no matter which company you choose.
This story was originally reported by TravelHost on Oct 19, 2025, where it first appeared in the News section. Add TravelHost as a Preferred Source by clicking here.
