How The Amazon-Hertz Deal Could Disrupt Dealerships

Core Insights - Amazon is expanding into the used car market by partnering with Hertz to sell its rental cars, which could significantly benefit Hertz and enhance Amazon's emerging automotive retail business [2][20] - The partnership poses a potential threat to traditional car dealers, as Hertz can sell directly to consumers at retail prices, bypassing auctions and reducing the supply of used cars available to dealers [10][15] Group 1: Amazon's Strategy and Market Position - Amazon has seen a remarkable revenue growth of 38,000% since its inception, and its entry into the automotive sector is seen as a natural extension of its retail capabilities [1] - The company is currently acting as a listing service for dealers rather than holding inventory, which allows it to leverage its e-commerce platform without the complexities of traditional car sales [6][22] - Amazon's digital advertising revenue reached $56.2 billion in 2024, indicating a strategic focus on high-margin businesses that can utilize consumer data for targeted advertising [6][7] Group 2: Hertz's Transformation and Market Dynamics - Hertz is undergoing a critical transformation after emerging from bankruptcy in 2021, with significant investments from activist investors like Bill Ackman [4][5] - The company has approximately 560,000 vehicles in its fleet, with a strategy to sell off cars after 18 to 20 months of rental, which aligns with Amazon's retail model [7][20] - Hertz's ability to sell directly to consumers allows it to avoid auction fees and achieve better pricing, which could disrupt traditional auction markets where dealers typically source used vehicles [15][16] Group 3: Impact on Traditional Dealers - The partnership between Amazon and Hertz could lead to a reduction in the number of used cars available to dealers, as rental companies may increasingly sell directly to consumers [10][17] - Dealers currently acquire about 20% of their used vehicle stock from auctions, and a shift towards direct sales could constrain their supply [16][19] - The used car sales contribute significantly to dealership profits, and losing access to rental cars could impact their ability to retain customers for service and parts, which are crucial for profitability [28][29] Group 4: Industry Evolution and Legal Challenges - The automotive retail landscape is evolving rapidly, with companies like Amazon and Carvana gaining traction, which may have downstream implications for traditional dealers [32] - Franchise laws in the U.S. protect new car dealers from direct competition with manufacturers, but digital companies are challenging these norms, as seen with Tesla and other emerging brands [30][31] - The increasing competition from rental companies and digital platforms could reshape how used cars are sold, necessitating adaptation from traditional dealerships [25][26]