CONSUMERS&BRANDSCar

rental:

Hertz

customers

inSouth

AfricaConsumer

InsightsAugust

2023Consumer

Insights

Global

surveyIntroductionReport

overviewGlobalsurvey

methodology

(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHertz

customers

inSouthAfrica:who

theyare;

whatthey

like;

what

theythink;and

how

toreachthem.

Itprovides

insightson

theirdemographics,lifestyle,

opinions,

and

marketing

touchpoints.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeAdditionally,thereport

allows

thereader

tobenchmark

Hertz

customers

inSouthAfrica

(’’brandusers’’)

againstSouthAfricancarrental

bookers

ingeneral

(’’category

users’’),

and

theoverall

SouthAfricanonliner,

labelled

as

’’all

respondents’’

inthe

charts.Region:

56

countriesNumberofrespondents:?

12,000+

forcountries

with

the

extended

survey(including

South

Africa)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

the

extended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsHertz

ranks

seventh

among

car

rental

providers

in

South

AfricaManagement

summary:

brandusageand

competitionTop10

most

used

car

rentalprovidersinSouth

AfricaAvisBidvest

CarRentalEuropcar57%25%24%Budget20%Drive

SouthAfricaFirst

CarRentalHertz15%12%11%10%RTempest

CarHireJustCarHire7%6%4Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=482,

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:The

share

of

car

rental

bookers

using

Hertz

grew

by3

percentage

points

sinceQ1

of

2022Management

summary:

brandusagetimelineTimeline

of

carrental

bookersusing

Hertz11%11%10%10%10%9%9%9%8%8%2021

Q12021

Q22021

Q32021

Q42022

Q12022

Q22022

Q32022

Q42023

Q12023

Q25Notes:"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=30-

55

Hertz

customers,n=373

-

495

carrentalbookersConsumer

Insights

Global

as

of

August

2023Sources:Hertz

customers

in

South

AfricaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHertz

ismore

popularamongGeneration

Xthanother

carrentalproviders.Ahappy

relationship

ismore

importanttoHertz

customers

thanto

other

carrental

bookers.Itstands

out

that80%

ofHertzcustomers

usetheirsmartphone

asavacation

guide.Hertz

customers

access

theinternet

viaagamingconsole

more

often

thantheaverage

carrental

booker.Hertz

ismore

popularamong

malecarrental

bookers

than

female

carrentalbookers.Politics,society

andcurrent

worldevents

arerelatively

prevalent

interestsof

Hertz

customers.45%

ofHertz

customers

are

innovatorsor

early

adopters

ofnew

products.Arelatively

highshare

ofHertzcustomers

don’t

usesocial

media.Arelatively

highshare

ofHertzCooking

or

baking

are

relatively

popular

customers

thinkthatimmigration

isanHertz

customers

remember

seeing

adsinonlinestores

more

often

thanothercarrental

bookers.Hertz

hasalarger

shareof

customerswith

ahigh

income

than

other

carrental

hobbiesamong

Hertz

customers.providers.issuethatneedstobeaddressed.Hertz

customers

aremore

likely

to

liveinlargecities

than

carrental

bookers

ingeneral.6Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Hertz

is

more

popular

among

Generation

X

than

other

car

rental

providersDemographic

profile:

generationsAge

of

consumersinSouth

AfricaBrand

users25%51%22%2%1%2%Category

usersAllrespondents36%36%48%15%43%18%Generation

ZMillennialsGeneration

XBaby

Boomers8Notes:’’Howoldareyou?’’;

Single

Pick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;

Base:n=51,

Hertzcustomers,n=482,

carrentalbookers,n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

2023Hertz

is

more

popular

among

male

car

rental

bookers

than

female

car

rentalbookersDemographic

profile:

genderGenderofconsumersinSouth

AfricaBrand

users67%33%Category

usersAllrespondents54%54%46%46%MaleFemale9Notes:’’Whatis

yourgender?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsSources:Consumer

Insights

Global

as

of

August

202365%

of

Hertz

customers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinSouth

Africa53%49%35%35%20%19%20%16%16%15%11%5%2%1%1%0%0%0%0%

1%

1%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents10

Notes:Sources:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Which

ofthese

providers

have

yourenteda

car

fromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

has

a

larger

share

of

customers

with

a

high

income

than

other

car

rentalprovidersDemographic

profile:

incomeShare

ofconsumersinSouth

Africainthe

high,

middle,andlowthirdsof

monthlyhouseholdgrossincomeBrand

users70%19%12%Category

usersAllrespondents49%33%18%33%33%33%HighMiddleLow11

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

car

rental

bookers,

Hertz

customers

are

relatively

likely

tolive

in

a

nuclear

familyDemographic

profile:

household

classificationTypeof

householdsin

whichconsumersinSouth

Africalive33%30%26%24%22%20%17%16%14%13%12%12%11%10%9%8%8%7%6%3%0%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents12

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

are

more

likely

to

live

in

large

cities

than

car

rental

bookers

ingeneralDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinSouth

Africa39%34%

34%24%23%21%20%17%16%13%13%8%8%8%8%8%4%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents13

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Which

ofthese

providershave

yourented

acarfromin

the

past12months?";

Multi

Pick;Base:

n=51,

Hertzcustomers,n=482,

carrentalbookers,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

20236%

of

Hertz

customers

consider

themselves

part

of

the

LGBTQ+

communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinSouth

AfricaBrand

users6%84%10%8%Category

usersAllrespondents9%83%8%81%11%YesNoWould

rathernot

say14

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Which

ofthese

providers

have

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51,

Hertz

customers,n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedA

happy

relationship

is

more

important

to

Hertz

customers

than

to

other

carrental

bookersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinSouth

Africa66%63%61%51%47%42%43%43%41%40%41%40%27%25%29%30%22%22%27%23%20%13%16%13%11%10%

10%9%8%8%TobesuccessfulAhappyrelationshipAnhonest

andrespectable

lifeSafety

andsecurityLearningnew

thingsMaking

myown

decisionsAdvancingmy

careerHavingagood

timeTraditionsSocial

justiceBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=51,Hertzcustomers,

n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Politics,

society

and

current

world

events

are

relatively

prevalent

interests

ofHertz

customersConsumer

lifestyle:

main

interestsTop10

interestsofHertzcustomers

inSouth

Africa67%

66%53%67%67%67%67%65%63%63%61%60%59%60%51%59%57%57%55%55%53%51%49%50%41%46%44%43%37%33%Career

&educationFinance&economyFood

&diningMovies,TVshows&musicTravelScience

&technologyHealth

&fitnessPolitics&societyandcurrentworld

eventsVehicles

&mobilitySportsBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertzcustomers,

n=482,

carrentalbookers,n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Cooking

or

baking

are

relatively

popular

hobbies

among

Hertz

customersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHertzcustomers

inSouth

Africa69%69%63%57%57%49%56%53%49%49%

49%37%48%48%38%47%45%45%44%37%41%41%39%38%31%36%30%29%28%27%Cooking/bakingTravelingReadingOutdooractivitiesDoing

sportsandfitnessTech

/computersCars/vehiclesSocializingGardeningandplantsVideo

gamingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=12205,

allrespondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

are

more

likely

to

do

yoga

or

pilates

than

other

car

rentalbookersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHertzcustomers

inSouth

Africa35%29%27%27%25%24%24%24%24%24%22%21%21%15%19%18%18%16%17%16%14%14%13%11%11%10%9%8%6%4%Fitness,aerobics,cardioRunning/JoggingDancingHikingYoga

/PilatesBasketballCyclingSoccerSwimming/DivingTableTennisBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Which

ofthese

providershave

you

rentedacarfromin

the

past12

months?";

Multi

Pick;Base:

n=32,

Hertzcustomers,n=274,

carrentalbookers,

n=5826,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

are

more

likely

to

follow

rugby

than

other

car

rental

bookersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHertzcustomersinSouth

Africa45%41%41%39%33%32%31%28%27%27%25%25%22%22%21%20%19%19%19%17%16%16%13%Golf13%11%11%9%9%7%6%RugbyCricketSoccerMotorsportsTennisBasketballBoxingAmericanfootballAthletics(track&

field)Brand

usersCategory

usersAllrespondents20

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;Base:n=28,

Hertz

customers,n=240,

carrentalbookers,

n=5054,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

traveling?

Innovation

adoption?

Challenges

facing

thecountry?

Politics21Itstands

out

that

80%

of

Hertz

customers

use

their

smartphone

as

a

vacationguideConsumer

attitudes:travelAgreementwithstatements

towards

travel

inSouth

Africa80%71%71%68%68%67%62%55%53%51%47%45%44%40%39%When

I’mon

vacation,Iusemy

smartphone

book

accommodations,When

I’mtraveling,IIwant

to

experiencesomething

uniqueduringmy

travelsWhen

itcomes

totraveling,sustainability

traveling,Ialways

lookisimportant

tomeAllrespondentsWhen

itcomes

toasaguidecarrentals,etc.spontaneously

viamysmartphoneforthecheapest

offerBrand

usersCategory

users22

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Which

ofthese

providers

have

yourenteda

carfromin

the

past

12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=2033,

allrespondentsConsumer

Insights

Global

as

of

August

202345%

of

Hertz

customers

are

innovators

or

early

adopters

of

new

productsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinSouth

Africa41%41%41%35%30%20%18%18%16%12%8%8%5%4%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards23

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrom

in

the

past12

months?";

Multi

Pick;

Base:

n=51,

Hertzcustomers,n=482,carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hertz

customers

think

that

immigration

is

an

issue

thatneeds

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacingSouth

Africa

accordingtoHertzcustomers89%86%86%78%73%80%75%78%78%72%63%70%68%66%67%59%62%63%61%56%60%59%57%57%55%49%45%53%43%35%Unemployment

Rising

prices/inflation/PovertyCrimeEconomicsituationEducationFood

andwater

security

social

securityHealth

andHousingImmigrationcost

of

livingBrand

usersCategory

usersAllrespondents24

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Which

ofthese

providershave

yourentedacarfromin

the

past

12

months?";

Multi

Pick;Base:

n=51,

Hertzcustomers,

n=482,

carrentalbookers,n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Many

Hertz

customers

have

centrist

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinSouth

AfricaBrand

users16%41%27%16%Category

usersAllrespondents34%31%27%8%29%30%23%17%LeftCenterRightPrefer

nottoanswer25

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Which

ofthese

providers

have

yourentedacarfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Hertzcustomers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsHertz

customers

access

the

internet

via

a

gaming

console

more

often

than

theaverage

car

rental

bookerMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinSouth

Africauseregularlytoaccess

theinternet96%97%95%94%91%82%77%67%61%55%55%54%54%48%45%43%43%40%36%33%33%27%25%20%21%19%12%LaptopSmartphoneSmart

TVGaming

consoleBrand

usersDesktop

PCTabletStreaming

deviceSmartwatchSmart

speakersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Which

ofthese

providers

have

you

renteda

carfromin

the

past12

months?";

Multi

Pick;Base:n=51,

Hertz

customers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Hertz

customers

don’t

use

social

mediaMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinSouth

Africabytype78%76%72%67%75%72%62%72%71%69%61%69%64%

65%61%61%60%48%60%59%58%45%56%46%54%46%52%40%37%27%6%6%4%4%1%

1%Commented

Liked

posts

Sentprivate

Posted

textsFollowedpeopleFollowedcompaniesSharedpostsbyother

usersLikedcompanypostsPostedpictures/videosSharedcompanypostsIhaveonly

Ihaven’t

usedused

social

social

mediamediaon

postsbyotherusersmessages/statusupdatespassivelyBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

you

rented

acarfromin

the

past12

months?";

Multi

Pick;

Base:

n=51,

Hertzcustomers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

tend

to

listen

to

digital

music

content

more

often

than

carrental

bookers

in

generalMarketing

touchpoints:media

usagebychannelTypeof

mediaconsumersinSouth

Africahave

been

using

inthepast4weeks100%91%100%89%77%85%68%85%78%78%73%65%74%65%49%63%60%59%52%52%46%29%46%34%44%42%41%27%39%37%26%17%20%TVDigitalvideo

Digitalmusiccontent

contentRadioOnlinenewswebsitesPodcastsOnlinemagazinesDailynewspapersMagazinesMovies

/cinemaWeeklynewspapersBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Which

ofthese

providershave

yourented

acarfrominthe

past12

months?";

Multi

Pick;Base:

n=27,

Hertzcustomers,n=226,

carrentalbookers,n=6103,all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

remember

seeing

ads

in

online

storesmore

often

than

othercar

rental

bookersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHertzcustomers

inSouth

Africahavecome

across

digitaladvertisinginthepast4weeks73%66%65%62%60%61%59%55%55%52%44%51%51%51%47%46%37%46%38%43%44%40%39%37%31%26%31%30%27%20%OnlinestoresSocial

mediaVideo

portals

Search

engines

Video

games

Video

streamingservicesOtherappsWebsitesandappsof

brandsEditorialwebsitesandappsMusicportalsBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

a

carfromin

the

past

12

months?";

Multi

Pick;

Base:

n=51,

Hertzcustomers,n=482,

carrentalbookers,

n=12205,

all

respondentsConsumer

Insights

Global

as

of

August

2023Hertz

customers

remember

ads

they

saw

out-of-home

more

often

than

othercar

rental

bookersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinSouth

Africahavecome

across

non-digital

advertisinginthepast4weeks69%55%46%55%44%53%52%51%39%50%45%44%44%41%33%39%27%37%28%26%21%20%16%9%OnadvertisingspacesDirectly

inthestoreOntheradioOnTVInprinteddailynewspapersBy

mailshot

/advertisingmailInprintedmagazinesandjournalsAtthemovies/cinemaon

thegoBrand

usersCategory

usersAllrespondents31

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Which

ofthese

providers

have

yourented

acarfromin

the

past

12

months?";

Multi