Core Insights - Hertz is enhancing its online shopping platform to facilitate vehicle purchases, allowing customers to secure financing and trade-in offers, marking a significant shift towards online retail [1][2] - The company aims to modernize customer experience and make retail its primary car selling channel, supported by a promotional campaign featuring Tom Brady [2] - The changes are expected to improve vehicle resale values and accelerate fleet turnover, which is crucial for rental companies [3] Company Strategy - Hertz's new e-commerce platform is a critical milestone in its strategy to transition to retail as the main sales channel [2] - The company has a fleet of approximately 560,000 vehicles, with about 80% being less than a year old, indicating a focus on maintaining a modern fleet [3] Financial Implications - Maximizing resale prices is essential for Hertz's profit and loss statement, as rental companies typically sell a portion of their cars at wholesale auctions, which yield lower prices [4] - Hertz's primary resale channel is direct to consumers, supplemented by listings on platforms like Autotrader and partnerships with Carvana and Amazon Autos [5][6] Market Context - Hertz is undergoing a turnaround after filing for bankruptcy in 2020 due to the pandemic, with a focus on fleet management and cost efficiency [7] - Recent earnings reports indicate a recovery, with the second-quarter results being the best in nearly two years, as vehicle supply stabilizes and demand remains steady [8]