Friday, 15 October 2021 19:24

Car Rental Satisfaction Plummets in 2021 J.D. Power Study

Written by Auto Rental News Staff


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Overall customer satisfaction with North American airport-based rental car companies declined significantly this year as a global shortage of new vehicles caused prices to increase 58% during the last nine months of the study.

The J.D. Power 2021 North America Rental Car Satisfaction Study, released Oct. 13---which tracked customer experience with rental car companies between August 2020 and August 2021---finds the average customer-cited price-per-day rental fee rose to $90.40 by the summer of this year.


During the 12 months of the study, overall customer satisfaction declined a total of 11 points (on a 1,000-point scale) from the 2020 score of 841. The average score of 830 marked a reversal of a steady incline in scores over the last six years. 


“Rental car companies have been facing significant challenges, both in terms of vehicle supply and staffing---and a combination of rising costs and long lines at the airport is having a negative effect on customer satisfaction,” said Michael Taylor, travel intelligence lead at J.D. Power.

“The fact that the average price per day for vehicle rental is now above $90 sounds almost hard to believe, but I’ve seen instances in which a subcompact---booked a month in advance---cost $140 a day. Even when customers are aware of the macroeconomic challenges, their personal experiences quickly outweigh economic theory, and the result is lower customer satisfaction.”


Enterprise Rent-A-Car ranks highest in overall customer satisfaction, with a score of...

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