Advantage Rent a Car

History

In 1963, a small business owned by Kenneth and Helen Walker called “$3.99 Car Rentals” opened its doors to serve the large military population in San Antonio, Texas. Founded with a fleet of five cars, and initially serving the government traveler, it expanded very quickly over the next 20 years into feeder and leisure markets including local retail and airport markets located throughout the Western United States. During the 1960s and 70s, the company grew through the acquisition of several different franchises. The operation was later consolidated in 1984 under the name "Advantage Rent a Car." As the 1990s progressed, expansion of the Advantage brand continued throughout the U.S. into the Sunbelt states and major leisure airport markets. In 2001, Advantage attained worldwide presence by launching an affiliate partnership program that grew to an international network serving more than 33 countries.

In 2006, following the death of Kenneth Walker, the Walker heirs sold the business to Venture Holding Inc.

Bankruptcy and acquisition by Hertz

In December 2008, Advantage filed for Chapter 11 bankruptcy protection, and closed about 40% of its U.S. retail locations, citing "a simultaneous drop in leisure travel, with greatly increased costs, and frozen credit markets" (presumably an effect of the 2008 financial crisis). 440 workers, or almost half its workforce, were laid off at the time. Advantage was at that point privately held by disgraced Minnesota auto dealership mogul Denny Hecker (who later served a 10-year prison sentence).

On March 31, 2009, the assets of Advantage were purchased by The Hertz Corporation for $33 million, which outbid Enterprise Rent-a-Car in Minnesota bankruptcy court. The purchase included the Advantage logo and website. Hertz stated its intentions after Enterprise had announced it would acquire the assets. The Advantage website was modified to match (or closely mirror) some design and operational aspects of the Hertz website. By fall 2009, Hertz had rebranded its "Simply Wheelz" economy sub-brand with the acquired Advantage trademark properties, and had largely withdrawn the service.