JD Power Rental Satisfaction Rises in 2026 Study
Overall customer satisfaction with North American rental car agencies improved over 2025, with six of 13 agencies scoring above average.
Updated on Nov. 15, 2026 in Auto Parts
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J.D. Power released its 2026 North America Rental Car Satisfaction Study, showing overall customer satisfaction improved over 2025. The average score rose from 691 to 707 on a 1,000-point scale, and all 13 rental agencies scored higher than the prior year.
Why it matters
The study gives travelers a benchmark for comparing airport rental companies on factors such as ease of rental, vehicle, staff, and value for price paid. Ninety percent of respondents said a vehicle from their reserved class was waiting at the counter.
Ninety percent of customers received their reserved vehicle class at the counter, and 85% were able to pick a specific vehicle within that class. The survey of 7,845 respondents scored agencies on a 1,000-point scale.
The players
J.D. Power
J.D. Power is a global market research and analytics firm known for its consumer satisfaction studies across automotive and other industries.
Enterprise
Enterprise is one of the largest car rental companies in North America and ranked first in the 2026 study.
The details
The study measures seven dimensions: ease of rental, pick-up and drop-off, trust, vehicle, staff, value for price paid, and digital tools, weighted in that order. Enterprise, National, Advantage Rent A Car, Alamo, Sixt, and Hertz led the 2026 rankings, while Thrifty and Dollar finished at the bottom.
Timeline
August 2025 to August 2026: Survey respondents rented from airport-based rental companies.
2026: J.D. Power released the study results.
Auto Parts Context
The 2026 J.D. Power study continues its annual rental car satisfaction series, which tracks year-over-year scores across airport rental agencies. Its rising average score signals that agencies are improving the vehicle and counter experience that rental fleets depend on.
Travelers renting from airport agencies can use the study's rankings to compare companies before booking. Ninety percent of respondents reported receiving their reserved vehicle class at the counter, which sets a practical expectation for pick-up.
The takeaway
Rental car satisfaction rose across all 13 agencies in 2026, but the spread between top and bottom performers remains wide. Travelers who check agency rankings before booking can avoid the lowest-scoring companies.
Further reading
Explore more on Auto Parts to see how vehicle components and fleet operations shape rental experiences.
Source note: This article includes information reported by Jalopnik.
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