Enterprise Ranked Top Rental Car Provider
The 2026 JD Power study found that all 13 rental car brands improved their consumer satisfaction scores.
Updated on Oct. 7, 2026 in Travel — General
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Enterprise claimed the top spot in the 2026 North American Rental Car Satisfaction Study with 739 points. Across the industry, every measured rental brand saw an improvement in customer satisfaction scores compared to 2025.
Why it matters
Higher satisfaction is linked to operational success, as scores increase significantly when travelers receive their reserved vehicle class or have the ability to select a specific car from the lot.
The study surveyed 7,845 travelers, finding that 90 percent received their reserved vehicle class. Furthermore, 85 percent of customers utilized the option to select a specific vehicle from the lot.
The players
Enterprise
Enterprise is a major car rental brand that ranked first in the latest industry satisfaction study.
National
National is a car rental brand that secured the second-highest satisfaction score in the 2026 study.
JD Power
JD Power is a global data analytics and consumer intelligence company known for its product and service satisfaction benchmarks.
Advantage Rent A Car
Advantage Rent A Car is a rental agency that ranked third in the 2026 North American study.
Payless
Payless is a rental car company that achieved a 49-point improvement in its satisfaction rating.
The details
Scores were determined by seven factors including rental ease, staff performance, and the quality of digital tools. Payless notably improved its standing by 49 points, contributing to a year where all 13 evaluated brands outperformed their previous scores.
Timeline
August 2025 to August 2026: Period during which travelers were surveyed.
October 7, 2026: Date the study results were announced.
Travel Outlook
The 2026 North American Rental Car Satisfaction Study reflects a broader industry trajectory of improved service quality. This trend indicates that rental agencies are increasingly prioritizing digital tools and lot selection to capture market share.
Travelers can expect a higher likelihood of securing their preferred vehicle class, as 90 percent of surveyed users received their reservation. Booking with top-rated companies may offer better access to modern digital tools and expedited selection processes at the lot.
The takeaway
Customer satisfaction is consistently tied to the reliability of vehicle availability and the freedom to choose a car on-site. Choosing rental providers that prioritize these operational efficiencies can lead to a more predictable and seamless travel experience.
Further reading
Learn more about industry trends in Travel — General.
Live Poll
When booking a rental car, is having your specific reserved vehicle class a priority for you?
