New Data, New Targets: Hertz Redraws Baseline as CO₂ Surges

When it comes to sustainability reporting, data is king. Sustainability covers a wide spectrum of concerns, from greenhouse gas output to fair employment practices, but, at the end of the day, most of it comes down to which direction the graph lines are travelling.

Getting these measurements right matters enormously. Without properly documented progress, neither organisations nor the communities they impact can truly determine if meaningful advancement is taking place.

Against this backdrop, Hertz, the globe's premier vehicle rental business, has made an uncommon yet significant choice.

The organisation has opted to establish a fresh baseline for its greenhouse gas reporting, which means future decarbonisation efforts will be tracked against 2024 figures as the reference point.

According to the company, this shift reflects substantial enhancements in accessible data, including previously unaccounted Scope 3 Category 11 emissions generated by vehicles the company has sold.

Hertz's recently released 2024 Sustainability & Impact Report reveals total emissions of 26.2 million metric tonnes of CO₂ equivalent during 2024, representing a dramatic jump from the 8.8 million recorded in 2023.

This substantial rise, however, primarily reflects the organisation's enhanced data gathering capabilities rather than major shifts in how it operates.

Given these revised calculations, Hertz has concluded that its net zero objectives require recalibration, leading to the decision to establish this year as a clean starting point.

Hertz's sustainable initiatives

Beyond the headline of Hertz's pivot in emissions accounting, the company's report details some significant investment in contemporary, more efficient petrol and diesel vehicles throughout 2024, alongside hybrid models that combine electric and traditional engine technologies.

According to the report, roughly 77% of vehicles in the North American fleet achieved five-star safety ratings from New Car Assessment Programs, up from 73% the previous year.

"The Hertz brand today is built upon decades of earned trust from our customers, in delivering a seamless and consistent experience," says Vikram Rajagopalan, Vice President of Customer Experience at Hertz.

Between June 2024 and June 2025, the company's Net Promoter Score rose by 11 points, which senior management credits to operational enhancements and improvements in fleet quality.

The impact of Hertz's foray into the rideshare market

During 2024, vehicles in Hertz's rideshare business logged around 1.5 billion miles across the United States.

Through partnerships with leading ridesharing services Uber and Lyft, the programme enables individuals without personal vehicles to generate income via adaptable rental terms.

Within this initiative, electric vehicle uptake has shown considerable momentum, with drivers completing over 652 million EV miles in 2024, compared to 601 million in the year before.

Hertz has also brought its rideshare services to European cities including Amsterdam, Lyon and Paris, where electric rentals help drivers circumvent municipal emissions fees.

How Hertz is developing its workforce

Across 2024, Hertz allocated more than US$97,500 to the TechForce Foundation, supporting 65 students enrolled in automotive technician training.

This investment addresses a projected deficit of 87,000 automotive technicians required by 2028 due to sector expansion, based on TechForce Foundation projections.

Additionally, Hertz donated decommissioned vehicles and furnished US$40,000 in grants via the Collision Repair Education Foundation, benefiting 270 students studying collision repair.

"Our mission is clear: to run a sharper operation today, while keeping customers at the centre of everything we do, operating more sustainably and building a workforce ready to lead in the next era of mobility," explains Gil West, the firm's CEO.

Hertz's environmental work

The organisation introduced water-saving cleaning technology at roughly 50 European sites, deploying EcoPrep steam systems that use more than 90% less water than traditional approaches.

This measure conserved an estimated 13.6 million gallons of water while servicing over 515,000 vehicles during 2024.

In 2024, Hertz launched a comprehensive climate risk and opportunities analysis, scheduled for completion in 2025, evaluating physical threats and transition scenarios such as regulatory shifts and carbon pricing frameworks.

The company's Estero, Florida headquarters holds LEED Gold certification and incorporates rooftop solar installations that contribute to the facility's power requirements.

Can Hertz reach net zero on time?

Although Hertz's choice to reset its emissions reporting baseline may create the impression of beginning its sustainability journey anew, company leadership remains optimistic about its competitive positioning.

"Looking ahead, we know the mobility industry is changing rapidly," says Gil. "Connected technologies and autonomous vehicles will reshape how people move. Hertz is positioned to lead in this future."

Emerging technologies of this nature represent a crucial element of the company's near and medium-term strategy. Furthermore, precise measurement and documentation of all data provides an effective means of assessing the full effects of new innovations and acquisitions like these.

"Our experience managing large, complex fleets, including EVs, provides the foundation for scaling tomorrow's fleets safely and efficiently," Gil says.