Where did Hertz go wrong?

By Jim Burness, CEO & Founder, National Car Charging.

Over the past few weeks, there has been a lot of press around Hertz's decision to scale back its electric vehicle (EV) initiative. The media has mostly attributed the cutback on depressed resale values of used EVs and their high repair costs for damage. However, I’ve yet to see an article about what I suspect is another key culprit - their rollout strategy.

Before we dive in, let me state up front that I do applaud Hertz for integrating EVs into their fleets. As a category leader, it only makes sense for them to lead the rental market into and through the electrification transition and to come to market as boldly as they did. It was a huge undertaking. Unfortunately, there were some fatal flaws in their strategy as we’ll delve into below.

Change, whether it’s a transition from gas to electric vehicles, from landlines to cellular phones, or even broadcast TV to cable and then to streaming … it’s an adjustment and not necessarily something that naturally comes easily to everyone.