Hertz Orders 100,000 Teslas in Rental-Market Shake-Up
Comment of the Day

October 25 2021

Commentary by Eoin Treacy

Hertz Orders 100,000 Teslas in Rental-Market Shake-Up

This article from Bloomberg may be of interest to subscribers. Here is a section:

The cars will be delivered over the next 14 months, and Tesla’s Model 3 sedans will be available to rent at Hertz locations in major U.S. markets and parts of Europe starting in early November, the rental company said in a statement. Customers will have access to Tesla’s network of superchargers, and Hertz is also building its own charging infrastructure.

It’s the single-largest purchase ever for electric vehicles, or EVs, and represents about $4.2 billion of revenue for Tesla, according to people familiar with the matter who declined to be identified because the information is private. While car-rental companies typically demand big discounts from automakers, the size of the order implies that Hertz is paying close to list prices.

“How do we democratize access to electric vehicles? That’s a very important part of our strategy,” Mark Fields, who joined Hertz as interim chief executive officer earlier this month, said in an interview. “Tesla is the only manufacturer that can produce EVs at scale.”

The electrification plan, which eventually will encompass almost all of Hertz’s half-million cars and trucks worldwide, is the company’s first big initiative since emerging from bankruptcy in June. And it signals that Hertz’s new owners, Knighthead Capital Management and Certares Management, are intent on shaking up an industry dominated by a handful of large players who are typically slow to change.

Eoin Treacy's view

This is a win/win situation for Hertz and Tesla. Anyone wishing to rent a vehicle will take a look at Hertz if only for novelty value. For Tesla, it represents a strong try before you buy marketing campaign, they don’t have to pay for. I had both Toyota and Hyundai SUVs when I was house-hunting in Dallas earlier this year and my opinion of both brands was much improved following the experience. For many consumers looking at a minimum of five months wait time for a new Tesla, the chance to drive one on a temporary basis will be a tempting prospect.

Tesla broke out to new highs today and is testing the psychological $1000 level. Some consolidation in this area is possible but a sustained move below the trend mean would be required to question medium-term upside potential.

Hertz jumped back to the upper side of its short-term range and a sustained move below $20 would be required to question base formation completion characteristics.
Avis Budget Group continues to extend its accelerating trend. The first clear downward dynamics is likely to mark a peak of medium-term significance.

More broadly, anytime yields come down, it lends support to the wider tech sector. The Nasdaq-100 continues to rebound from the early October low and remains in a consistent medium-term uptrend.

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