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Hertz’s Firefly brand to come to US

Published: 30/08/2013 - Filed under: Home » News » Home »

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Hertz’s Firefly brand, its deep value brand catering to price conscious travelers, will open its first location in Orlando September 15. Throughout the year, it will open other locations in San Francisco, Las Vegas and Los Angeles.

Hertz plans to have 20 Firefly locations by the end of the year. It first launched in Europe this past March and now has 40 locations in Spain, France, Italy, Germany, the UK, Switzerland and Portugal.

Firefly is meant to fill the niche once filled by the Advantage brand, which Hertz divested earlier this year. The new brand will allow for fleet sharing among Hertz, Dollar and Thrifty. 

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— Maggie Squires

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