by Lacey Pfalz
Last updated: 8:00 AM ET, Wed October 8, 2025
Travelers who bypass the rental car counter are more likely to be satisfied with their rental car experience, according to the J.D. Power 2025 North America Rental Car Satisfaction Study, released today.
The new study, which surveyed some 8,000 travelers this summer, found that while 80 percent of airport rental car customers visit the counter first, those who bypass a sometimes lengthy wait at the rental car counter are far more satisfied with their experience: by a different of 42 points (704 for bypassers and 662 for those who stop at the counter, on a 1,000-point scale).
Those who skipped the rental car counter also saved an average of almost eight minutes, with a 14-minute average car rental process compared to a 22-minute process for those who visited the counter.
“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 at 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,” Jones continued. “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.”
What Rental Car Companies Are Americans Most Satisfied With?
So which rental car companies are Americans the most and least satisfied with? On a thousand-point scale, the most satisfaction came from Enterprise, which was ranked at 734 points.
The rest are ranked as follows:
- National: 721
- Advantage Rent A Car: 711
- Sixt: 711
- Hertz: 702
- ACE Rent A Car: 701
- Alamo: 695
- Avis: 672
- Budget: 669
- Thrifty: 658
- Payless: 650
- Fox Rent A Car: 643
- Dollar: 641
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