As part of this, the company is rebranding the business as Hertz on Demand, to reflect the increased control that it says customers have over the car sharing business.

‘Hertz On Demand reflects our commitment to radically improve the car sharing experience and take it to the next level by providing our members with lower costs, greater choices, further simplicity and unequalled customer service,’ commented Mark P Frissora, chairman and CEO, The Hertz Corporation. ‘Our approach to car sharing reflects a commitment to offer member-centric services, utilising best-in-class technology, which no competitor is matching, backed by the resources of the leading global car rental company. This really is the future of car sharing available now and nobody else has it.’

The news follows recent changes including the elimination of membership fees in the US and Europe; expanded one-way services between 175 locations in the north-east US; guaranteed availability Monday through Thursday in New York City, and the addition of, more car and SUV options to the US including electric vehicles and plug-in hybrids.

Hertz On Demand currently has approximately 40,000 members and is available in six countries.