Rental-car customer satisfaction grows in latest J.D. Power survey

Renting a car feels novel and exciting when you’re 25, but after several years of getting “or similar" vehicles, the rental experience can feel pretty stale. That said, even the most jaded travelers have favorites, and J.D. Power’s 2023 North American Rental Car Satisfaction Study showed that the rental industry is enjoying an uptick in customer opinion that might not last with the current labor and economic instability.

J.D. Power surveyed 8,632 businesses and individuals who rented a car at an airport over the last year for the study. Individual questions were given a score on a 1,000-point scale, and overall satisfaction saw a 14-point jump since the 2022 study. The increase is due in part to stronger inventory levels and production coming out of the pandemic, but the UAW strike may have a negative impact going forward.