Car hire giant Hertz has made a dramatic change to its rental policy in an effort to attract younger customers.

As the financial slowdown impacts on all tourism markets, the new policy should generate much needed new revenue.

The standard minimum age for car hire is usually between 23 and 25 years old, higher in some countries. Hertz’s decision to lower its minimum to just 19 is the first of its kind. Hertz is a major stakeholder in the European car hire market, so its move will be closely monitored by its competitors. The new age limit will open the rental market to an entirely new generation and will likely see many others follow suit if the move proves a success.

The reduction will apply initially to selected locations throughout Europe including; United Kingdom, Spain, Slovakia, Italy, Holland, France, Germany, Switzerland, Belgium, Luxembourg and the Czech Republic.

In an additional bid to entice younger drivers the company is also offering students a 20% discount on van hire and 15% discount for car hire. The van hire option is expected to be popular with students as the summer festival season is in full swing and the new term starting soon.

Head of Hertz Europe, Michel Taride, said: “Hertz is the first car rental company to offer consistent pricing across Europe for younger drivers.”

With thanks to www.limobroker.co.uk for the above information. For more details please refer to their website.