Hertz Global Holdings

Rental car company Hertz Global Holdings  (HTZ) has been benefitting from strong car sales too. Hertz is one of the biggest car rental providers in the world, with approximately 10,400 locations in 150 countries. In addition to the firm's namesake brand, Hertz owns Thrifty Car Rental and Dollar Rent A Car.

Hertz operates in a concentrated, competitive market, but car rental strategies have been maturing in recent years. Rental firms have spent the last decade courting frequent business travellers more than before, partnering with airlines and credit card companies to offer more perks over prices. As travel spending continues to tick higher into 2014, a rising tide should lift all ships - but particularly league-leader Hertz.

I mentioned that Hertz was benefitting from car sales. A rental car firm's attractiveness hinges on a modern, well-equipped fleet of cars. To pull that off, Hertz has to sell its existing cars on the used wholesale market after just a couple of years. That quick turnover rate is a challenge when times are tough, but with used car prices soaring amid low inventory right now, higher proceeds should help buoy the firm's bottom line. With rising analyst sentiment in Hertz this week, we're betting on shares.

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