When it comes to car rentals in the U.S. Enterprise Holdings dominates the market. With multiple brands under its umbrella Enterprise Rent-A-Car, National Car Rental, and Alamo Rent A Car the company serves a wide range of travelers, from vacationers to business professionals. In 2025, understanding the differences between these brands can help renters choose the right service for their needs.

In this guide, we’ll break down each brand, explore their history, services, rewards programs, and how Enterprise’s multi-brand strategy keeps it competitive in the car rental industry.

Overview of Enterprise Holdings

Introduction to Enterprise Holdings

• Enterprise Holdings (doing business as “Enterprise Mobility”) is a U.S. based private holding company headquartered in Clayton, Missouri. 
• It serves as the parent company for major U.S. car rental brands including Enterprise Rent‑A‑Car, National Car Rental and Alamo Rent A Car.
• The brand portfolio is broad: beyond traditional car rental, the company’s mobility services include carsharing, truck rental, vehicle subscription, car sales and fleet management.

Market Position in 2025

• Enterprise Holdings owns a huge network: according to one fact sheet, in fiscal 2015 the combined business accounted for over 1.7 million vehicles and more than $19 billion in revenue.
  
• The company is said to own approximately 40 % of the U.S. car‑rental market, placing it ahead of key rivals. 
• With the rebranding to “Enterprise Mobility”, the enterprise is signalling a shift from pure rental toward broader mobility solutions. 

Alamo Rent A Car

History and Background of Alamo

• Alamo was founded in 1974.
• It became part of the Enterprise Holdings family via the acquisition of its previous parent company (Vanguard) in 2007.
  
• Alamo identifies itself as a “value‑oriented brand recognized for offering everyday low car rental rates at popular travel destinations.”
  

Alamo’s Target Audience and Services

• Alamo primarily serves leisure travelers at airport and vacation destinations, especially in North America.
  
  
• Offers features aimed at ease of use for travel: for example, Alamo’s website mentions “Accelerated Check‑in” and “Alamo Insiders” membership for extra savings.

If you’re an active service member or veteran, Alamo also offers special military car rental discounts to make your vacation rentals more affordable.”

Key Features and Advantages

• Everyday low rates and a streamlined booking experience are key propositions.

• For leisure renters, Alamo emphasizes ease and quick turnaround rather than premium or business‑travel features.

• Because it is part of the larger enterprise fleet, Alamo benefits from the scale and operational network of Enterprise Holdings while maintaining its value brand positioning.
  

National Car Rental

History and Enterprise Acquisition

• National Car Rental was founded in 1947 (by independent car rental agents) and later went through several ownership changes before becoming part of Enterprise Holdings. 
• The acquisition by Enterprise (via Vanguard) was completed 2007, bringing National under the same umbrella as Enterprise and Alamo. 

National’s Corporate and Business Focus

• National is positioned as a premium, airport‑based brand serving frequent travelers and business customers.

• The signature “Emerald Aisle” system allows members of the loyalty program to bypass the rental counter and pick their own vehicle at many airport locations. 

Notable Features and Perks

• The Emerald Club loyalty program is central to National’s offering: members earn credits that convert into free rental days, get access to vehicle aisle bypass, and other perks.

• For business travelers who value speed, choice, and convenience, National offers a differentiated value compared to the value‑oriented or local rental brands.

Enterprise Rent‑A‑Car

History and Brand Growth

• Enterprise Rent‑A‑Car was founded in 1957 by Jack C. Taylor (originally as “Executive Leasing Company”) in St. Louis, Missouri.

• The brand expanded from “home‑city” rentals (people renting locally when their car was in repair) into airport rentals especially after the acquisition of National and Alamo. 

Enterprise’s Core Services

• Enterprise serves both business and leisure customers, but it has a strong footprint in local/neighborhood locations (not only airports) — which gives broad coverage across communities.

• Beyond car rental, the Enterprise brand (and parent) also offers truck/vans (Enterprise Truck Rental), car‑sharing, fleet management, and used car sales. 

Unique Selling Points

• A major advantage is the sheer coverage: Enterprise has thousands of airport and local branches across the U.S. and internationally.

• The “neighborhood” rental model (being present in many communities) is a differentiator from brands purely concentrated in airports.

• Through the broader Enterprise Mobility network, customers may benefit from integrated services (truck rentals, car sales) under one umbrella.
  

Other Enterprise‑Owned Brands

Enterprise CarShare

• The brand Enterprise CarShare provides hourly or daily car‑sharing services for businesses, universities and individuals. 
• Members reserve via mobile app, unlock the vehicle and return it when done — a flexibility more aligned with urban or short‑trip use rather than traditional full‑day rentals.
  

Exotic and Specialty Brands

• Under the broader enterprise umbrella there’s also the Exotic Car Collection by Enterprise and other premium/luxury offerings.
  
• These serve niche markets (luxury vehicles, special occasions) and expand the brand portfolio beyond mainstream rentals.

For tips on interstate travel with a rental car, check our full guide on Can you take a rental car out of state? 

Regional or Subsidiary Brands

• The company also operates services like van‑pooling (Commute with Enterprise), subscription models (Subscribe with Enterprise) and fleet management (Enterprise Fleet Management) as part of its mobility ecosystem.

• Although less prominent from the consumer‑rental standpoint, these services underline how the parent company segments its offerings across multiple mobility needs.
  

Comparison of Enterprise‑Owned Brands

Target Audience Differences

• Alamo → Leisure & budget‑conscious travelers (especially vacation/airport drops)

• National → Frequent/travel/business customers needing speed and premium service

• Enterprise Rent‑A‑Car → Broad coverage: local/neighborhood rentals + airport; both leisure & business

• Other brands (CarShare, Exotic, etc) → Specific niches (urban hourly use, luxury rentals, fleet/subscription)
  

Pricing and Rewards Programs

• Alamo emphasizes everyday low rates and simple user experience.
  
• National’s Emerald Club gives rewards, free rental days and move‑fast service for frequent renters.

• Enterprise offers broad availability and loyalty through its Enterprise Plus program (mentioned in enterprise promotions).

• The diversified brand strategy means each brand can adopt pricing/reward strategies suited to its target segment.
  

 Geographic Availability

• Enterprise (and parent) network covers thousands of locations globally: Enterprise alone had ~9,000+ airport and neighborhood offices (as of past fact sheets).

• Alamo and National also have international presence (North America, Latin America, Europe, Asia‑Pacific) via the parent company’s network.

• By tailoring each brand to different segments, the company ensures broad geographic footprint and market coverage.
  

Why Enterprise Owns Multiple Brands

Strategic Advantages

• Having multiple brands under one corporate umbrella allows segmentation: different target audiences, price points, service levels all while leveraging shared backend operations (fleet, logistics).

• It provides operational flexibility: for example, fleet can be allocated across brands as demand shifts (business vs leisure) while keeping brand identity distinct.
  

Customer Choice and Brand Loyalty

• Customers can pick a brand that aligns with their needs: value (Alamo), business/professional (National), local convenience (Enterprise).

• Loyalty programs (e.g., Emerald Club for National) help lock in repeat customers and differentiate each brand’s offering.
  

Competitive Edge in 2025

• The consolidation and multi‑brand strategy has allowed Enterprise to capture a large share of the U.S. rental market  having multiple tiers (budget, premium, local) makes it harder for single‑brand competitors to match across segments.

• With the re‑branding to “Enterprise Mobility”, the company is positioning beyond rental toward broader mobility, which may give it an edge as travel behaviors evolve.
  

Conclusion

In 2025, the Enterprise Holdings brand family offers a full spectrum of car‑rental and mobility services in the U.S. and globally  from value vacation‑rentals (Alamo), to premium business rentals (National), to local convenience (Enterprise), plus urban car‑share and specialty services.

For U.S. consumers (and business travelers), knowing which brand aligns with their needs can help optimize cost, convenience and service.

Whether you’re booking a family vacation rental at a major U.S. airport or need a business‑trip car with quick pickup and loyalty perks, the three main brands under Enterprise’s umbrella provide differentiated options.

Ultimately, the multi‑brand structure is not just about having many names — it’s about offering tailored experiences, maintaining operational efficiency, and staying competitive in a changing mobility landscape.

FAQ

What are the main brands owned by Enterprise Holdings?
Enterprise Holdings owns key rental brands: Enterprise Rent‑A‑Car, National Car Rental and Alamo Rent A Car.

Who are the biggest competitors of Enterprise Holdings in the U.S.?
Major U.S. competitors include Avis Budget Group and Hertz Global Holdings.

Is Avis Budget Group part of the same company as Enterprise?
No  Avis Budget Group is a separate publicly traded company and not owned by Enterprise. 

How does Hertz Global differ from Enterprise in brand strategy?
Hertz owns its flagship brand as well as Dollar Rent A Car and Thrifty Car Rental, offering broad reach like Enterprise but under distinct names. 

Why does Enterprise hold multiple brands instead of just one?
Holding multiple brands allows Enterprise to cater to different segments (value, leisure, business) while using shared infrastructure.

Does National Car Rental compete directly with full‑service competitors?
Yes  National targets frequent and business travelers with faster airport rental service, positioning it upmarket relative to some value offerings. 

Which brand under Enterprise is geared toward budget leisure travelers?
Alamo Rent A Car is the primary brand geared toward leisure travelers seeking value‑oriented rentals.

Is the car rental market highly concentrated in the U.S.?
Yes  Three major companies (Enterprise, Hertz, Avis Budget) dominate most of the U.S. car rental market. 

How important is geographic coverage for rental brands like Enterprise?
Very important — Enterprise claims thousands of locations including both neighborhood and airport branches, giving broad convenience. 

Are there alternative mobility competitors beyond traditional rental firms?
Yes  The rental industry also competes with car‑sharing and subscription models, though large players still dominate traditional rentals.