Hertz CEO Stephen Scherr said in an interview with The Wall Street Journal on Thursday that the company is looking to revitalize its Dollar Car Rental subsidiary in a bid to attract more value-oriented customers and protect the price points at its flagship brand. “We need to breathe life into these brands,” the Journal quotes the executive as having said about the Dollar and Thrifty car rental brands the company acquired a decade ago. Revitalizing the value brands will enable “us to defend price and service on the Hertz side and not drag Hertz down,” Scherr is quoted as having said.
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