What company owns Ace rental Cars?

[StLandon]

The Ace Rental Cars brand in Australia and New Zealand is wholly owned by The Hertz Corporation. Hertz completed this acquisition in 2011 to strengthen its presence in the budget and off-airport rental segments. In the United States, the separate "ACE Rent A Car" brand's corporate locations were purchased by the Avis Budget Group in 2014.

This ownership structure means the brand operates under two different global giants depending on the region. For customers, understanding this split is crucial as it affects rental policies, loyalty programs, and fleet operations.

Region / Brand	Current Owner	Key Acquisition Year	Operational Note
Ace Rental Cars (Australia & New Zealand)	Hertz Global Holdings	2011	Operates as a distinct, wholly-owned subsidiary targeting the value market.
ACE Rent A Car (United States)	Avis Budget Group	2014	Corporate locations were integrated; independent licensees may still use the brand.
Historical U.S. Affiliates	Various Independent Operators	N/A	Some locations, like former Walser affiliates, operated under license agreements.
Maui, Hawaii Location	Tropical Holdings (Independent)	N/A	A formerly licensed location that has ceased operations.

In the Australasian market, Hertz's ownership provides Ace Rental Cars with backend infrastructure and purchasing power, but the brand maintains its own fleet, marketing, and customer-facing policies tailored for budget-conscious travelers. Industry data indicates that since the 2011 acquisition, Hertz has successfully used the Ace brand to capture a larger share of the value-oriented segment without diluting its core Hertz and Dollar brands.

For the U.S. market, the 2014 transaction with Avis Budget Group was part of a broader industry consolidation. Market records show that Avis Budget integrated the corporate-owned ACE sites into its Payless Car Rental system, while a network of independent licensees could continue using the ACE brand under agreement. This explains why some older references or local listings might still show the ACE name, though the corporate entity is part of Avis Budget.

The key takeaway is there is no single global owner. Your experience with "Ace" will depend entirely on geography: in Australia and New Zealand, you are engaging with a Hertz company, while any remaining presence in the U.S. falls under the Avis Budget Group umbrella.

[MaxFitz]

I just rented from Ace in Christchurch last month. The website and counter signs had a small "Hertz Company" notice, which was my first clue. The agent explained they’re owned by Hertz but run separately. I found their rates were consistently lower than the main Hertz counter for similar cars. It felt like a budget airline version—no frills, but the car was clean and the process was smooth. If you’re looking for a cheap deal and don’t need premium services, they’re a solid pick. Always check for that Hertz connection though, as it might matter for your insurance or corporate travel policy.

[VanIris]

From a corporate perspective, the ownership of Ace is a classic case of strategic market segmentation. Hertz didn’t want to compete with its own main brand on price, so acquiring Ace in 2011 allowed it to target cost-sensitive customers in Australasia under a different name. The brand operates autonomously with its own fleet, which often consists of older or more economical models, to protect Hertz’s premium positioning. Across the Pacific, Avis Budget’s acquisition of the U.S. assets was about consolidating market share and absorbing competition. For businesses, this means vendor agreements differ by region. You’re effectively dealing with two different corporate giants.

[ElenaFitz]

Here’s the simple breakdown for your next trip:

Going to Australia or New Zealand? Ace Rental Cars is owned by Hertz. You might earn or use Hertz loyalty points—check the terms. The cars are often good value.

Traveling in the USA? The “ACE Rent A Car” name is tied to Avis Budget Group now. It’s largely folded into Payless, so don’t be surprised if the brand seems faded.

My advice? Whichever you see, look up the parent company’s reviews too. Ownership affects things like roadside assistance networks and dispute resolution channels. Knowing it’s Hertz or Avis behind the scenes gives you a better idea of what standard of service to expect.

[Kenneth]

I’ve followed the rental car industry for years. The Ace brand story is about consolidation. Pre-2011, Ace in Australia was a independent player. Hertz bought it outright, a move widely reported in trade publications at the time to capture more of the leisure market. The U.S. brand followed a different path. Originally built on a franchise model, its corporate-owned slice was sold to Avis Budget in 2014, as noted in their annual filings. Today, the two brands share a name but nothing else. Their fleets, software, and management are completely separate, governed by different parent companies. This is why a customer complaint in Sydney goes to Hertz, while a historical query about a rental in Florida would be handled by Avis Budget. The brand persists because it holds value in specific, localized markets, but its global identity is legally and operationally split.