Hertz announced the addition of the INEOS Grenadier to its U.S. rental fleet, making it the largest provider of the premium British off-road 4×4 for rent anywhere in the country. The vehicles will be available at select airport locations nationwide starting this spring.
“At Hertz, we’re focused on offering the newest and most exciting vehicles in the industry and giving customers access to modern, high-quality rental options,” said Adnan Manzur, senior vice president of North America customer operations at Hertz. “With the addition of the INEOS Grenadier, we’re continuing to broaden customer choice and reflect travelers’ evolving preferences for unique, premium driving experiences.”
INEOS builds the Grenadier, a body-on-frame 4×4 designed for off-road use, at a dedicated factory in Wales. It entered the U.S. market in 2023 as a spiritual successor to the original Land Rover Defender and has developed a following among adventure travelers and overlanders. Hertz places the vehicle in its premium vehicle tier.
The announcement is part of a broader fleet strategy at Hertz, following a challenging 2025 when the company posted a net loss of $747 million but recorded sequential improvements in revenue per unit and revenue per day throughout the year. The company ended 2025 with an average fleet age of less than 10 months — the youngest in nearly a decade — following the completion of a major fleet rotation.
Hertz said it expects mid-single-digit revenue growth in the first quarter of 2026. The company operates the Hertz, Dollar, and Thrifty brands and competes primarily with privately held Enterprise Mobility, which controls approximately 55% of the U.S. rental car market through its Enterprise, Alamo, and National brands.
