Is Hertz stock a buy right now?
As of early May 2025, Hertz Global Holdings (NASDAQ: HTZ) is trading near $6.68, with recent average daily volumes around 16.56 million shares—highlighting continued investor attention following substantial volatility in recent months. The stock has rallied impressively, with a 65% gain over the past month and strong momentum since renowned investor Bill Ackman's Pershing Square Capital took a notable 20% stake in April. This move has not only restored confidence but also signaled a constructive shift in market sentiment, especially as Ackman's strategy hinges on operational improvements and potential upside from auto tariff policies, which could favorably affect Hertz's used vehicle values. Under new CEO Gil West, the company is midway through an extensive "back-to-basics" transformation, stabilizing its core business and concluding a significant EV fleet reduction. While the travel and rental sector continues to face fierce competition and cyclical pressures, Hertz’s global network and recognized brands position it well to capture growth as travel demand improves. Consensus among more than 34 national and international banks sets a target price of $8.68, reflecting measured optimism about the company's recovery potential under the new strategic direction. For Canadian retail investors, Hertz stands as a notable stock to watch amid its ongoing transition.
- Globally recognized brand with over 100 years of market presence and customer trust.
- Recent strategic investment by Bill Ackman signals renewed confidence in turnaround potential.
- Strong operational liquidity with $1.8 billion supports ongoing transformation and stability.
- Comprehensive international reach, operating in over 160 countries with a diverse fleet.
- Proactive management: New CEO Gil West driving operational and strategic changes.
- High debt levels may limit flexibility until operational improvements yield greater results.
- Net losses continue; profitability restoration depends on successful execution of transformation plans.
- What is Hertz?
- How much is Hertz stock?
- Our full analysis on Hertz </b>stock
- How to buy Hertz stock in Canada?
- Our 7 tips for buying Hertz stock
- The latest news about Hertz
- FAQ
Why trust HelloSafe?
At HelloSafe, our specialist has been monitoring Hertz's performance for more than three years. Every month, hundreds of thousands of users across Canada rely on us to analyze market trends and highlight the best investment opportunities. Our analyses are intended for informational purposes only and do not constitute investment advice. In line with our ethical charter, we have never been, and will never be, compensated by Hertz.
What is Hertz?
| Indicator | Value | Analysis |
|---|---|---|
| 🏳️ Nationality | United States | Based in Florida, Hertz is a major American car rental brand with global operations. |
| 💼 Market | NASDAQ | Listed on the NASDAQ, Hertz is accessible for U.S. and international investors. |
| 🏛️ ISIN code | US42806J1060 | Unique identifier for Hertz shares, useful for trading on global markets. |
| 👤 CEO | Gil West | Gil West, appointed in 2024, is leading major operational and strategic transformation initiatives. |
| 🏢 Market cap | $2.06 billion | Market cap reflects post-Ackman rally, but remains below historic highs due to recent losses. |
| 📈 Revenue | $9.0 billion (2024) | Annual revenue indicates strong global presence, but has declined due to operational challenges. |
| 💹 EBITDA | -$357 million (Q4 2024) | Negative EBITDA highlights ongoing operational issues and need for successful restructuring. |
| 📊 P/E Ratio (Price/Earnings) | N/A (Net loss) | No P/E as the company reported significant losses; profitability remains a key issue for investors. |
How much is Hertz stock?
The price of Hertz stock is rising this week. As of now, Hertz (HTZ) is trading at $6.68 USD, reflecting a 24-hour decrease of $0.17 (-2.48%) and a significant 19.52% drop over the past week.
| Market Cap | Avg. 3-month Volume | P/E Ratio | Dividend Yield | Beta |
|---|---|---|---|---|
| $2.06 billion | 16.56 million | N/A | 0% | 2.38 |
With recent volatility and a major investment from Pershing Square, Canadian investors should be aware that market swings could continue in the near term.
Compare the best brokers in Canada!Compare brokersOur full analysis on Hertz stock
Having carefully reviewed Hertz Global Holdings’ most recent financial results alongside its robust stock performance over the past three years, it is clear that this industry stalwart is entering a pivotal phase. By merging financial indicators, technical signals, sectoral trends, and competitive benchmarking through proprietary analytical frameworks, we arrive at an in-depth and nuanced portrait of a company in transition. So, why might Hertz stock once again become a strategic entry point into the mobility and mobility services sector in 2025?
Recent Performance and Market Context
Hertz (NASDAQ: HTZ) has experienced a period of renewed dynamism—a narrative underscored by the stock’s impressive rebound in 2025. Over the past six months, HTZ shares have soared by 139.43%, and the year-to-date performance sits at a robust +82.51%. On a one-year basis, the stock is up 33.6%, demonstrating resilience and an emerging bullish profile, particularly after a prolonged downturn following industry-wide headwinds.
April 2025 marked a turning point, driven by the high-profile investment of Bill Ackman’s Pershing Square Capital Management, which acquired a significant 20% stake in the company. This move acted as a market catalyst, propelling the stock more than 73% upward that month alone. Ackman’s confidence, paired with his track record for successful turnarounds, has injected renewed market optimism into Hertz.
Broader macroeconomic and sector-specific trends further reinforce the case for Hertz. The North American car rental and mobility sector is benefiting from:
- A resilient recovery in leisure and business travel demand.
- Tailwinds from potential auto tariffs, which could boost used car values, positively impacting Hertz’s fleet valuation.
- Increasing demand for flexible mobility solutions, particularly among urban and younger demographics.
Positioned as a global operator with strong brand equity, Hertz appears favourably placed to capture incremental market share as travel activity accelerates into the second half of 2025.
Technical Analysis
The technical picture for HTZ reveals a shifting landscape, with momentum suggesting a potential transition from correction to recovery. While the stock saw an intraday pullback (-2.48%) to $6.68 and a weekly drop of 19.52% amid profit-taking, the broader trend remains constructive.
Moving averages are particularly encouraging:
- The 20-day MA ($6.02), 50-day MA ($4.75), 100-day MA ($4.39), and 200-day MA ($3.93) are all decisively below the current price—indicative of solid medium- and long-term positive momentum.
- Short-term underperformance against the 5-day MA ($7.57) reflects near-term consolidation and presents a potentially attractive technical entry point, with the stock having found interim support.
Key indicators underscore a stabilized technical base:
- RSI (14) at 56.91 suggests neutrality—neither overbought nor oversold—leaving room for price appreciation.
- Williams %R at -43.91 emits a buy signal, supporting the thesis of emerging bullish pressure.
- MACD at 0.97 is currently negative but is often a lagging indicator; recent reversals and support at $6.15 and $5.83 add conviction to the medium-term structure.
- ADX (14) at 36.69 confirms a moderately trending market, one primed for possible acceleration.
With the price hovering above foundational support and constructive signals lining up on the majority of major moving averages, HTZ appears to be consolidating ahead of the next leg higher—especially amid positive catalysts.
Fundamental Analysis
The case for renewed interest in Hertz is further strengthened by underlying fundamentals that point to the potential for a strategic about-face under its new leadership. Gil West, appointed CEO in April 2024, brings a laser focus on operational transformation and a measured “back to basics” approach, with business stabilization a clear priority.
Recent setbacks, including a GAAP net loss of $2.9 billion in 2024 and challenging depreciation tied to prior EV fleet investments, have already set the stage for a reset. However, fresh momentum is evident:
- Revenue in Q4 2024 reached $2.0 billion, with annual revenues totaling $9.0 billion—a testament to the enduring demand for Hertz’s diversified services spanning 160 countries.
- Corporate liquidity stands at $1.8 billion, affording Hertz significant breathing room to execute its turnaround strategy.
- The EV fleet downsizing is nearing completion, normalizing depreciation per unit and restoring capital allocation flexibility.
Valuation remains a compelling pillar in the investment thesis:
- Hertz’s market capitalization of $2.06 billion implies a price-to-sales (P/S) ratio under 0.23x—well below the sector median—suggesting substantial upside potential should profitability return.
- Despite the high debt load ($16.3 billion), Ackman’s involvement hints at tangible steps to optimize the balance sheet and unlock hidden asset value.
Hertz’s structural strengths endure:
- Over a century of global brand recognition and a diverse suite of offerings (Hertz, Dollar, Thrifty, Firefly).
- A loyal customer base and an ability to pivot, as evidenced by proactive management of its fleet composition.
- Network scale that few global competitors can match.
Volume and Liquidity
A deep and liquid trading environment remains a distinctive asset for Hertz investors:
- The average daily trading volume over the past three months stands at 16.56 million shares, nearly eightfold the recent volume, underscoring lingering volatility but also considerable market interest.
- Such high turnover is a hallmark of stocks in transition and typically reflects mounting institutional and retail engagement.
- The float structure, amplified by Ackman’s significant stake, is favourable to dynamic price movement—a scenario where positive news or successful execution can catalyze sharp upside moves.
This robust liquidity ensures that both short- and long-term investors can build or scale positions efficiently—an attractive feature in the current market environment.
Catalysts and Positive Outlook
Hertz faces the remainder of 2025 with a series of powerful catalysts and tailwinds:
- Operational Transformation: The “back to basics” program—by all indications—will be substantially complete by year end, targeting normalized depreciation and improved cost controls.
- Fleet Flexibility: With the EV rotation largely executed, Hertz is positioned to benefit from higher residual fleet values, especially should auto tariffs elevate used car prices.
- Activist Stewardship: Bill Ackman’s 20% stake is not only symbolic but transformative; activist involvement often acts as an accelerant for strategic restructuring and market rerating.
- Travel Recovery: Robust travel demand, led by pent-up leisure and gradually normalizing business travel, spells higher utilization—already at 79% and rising.
- New Leadership: CEO Gil West’s operational pedigree and a complete leadership overhaul inject fresh discipline and an external perspective, setting the tone for a credible turnaround.
Emergent sector trends—such as the growing appetite for flexible, tech-enabled mobility and shifts in urban transportation preferences—align with Hertz’s competitive strengths, setting the groundwork for a multiple expansion as profitability is restored.
Investment Strategies
There are compelling arguments for both tactical and strategic entries in Hertz stock now, with the current setup aligning attractively across time horizons:
- Short-term: Recent technical consolidation just above the $6.15 support, combined with the imminent Q1 2025 earnings catalyst (May 12, 2025), provides a potential window for swing and position traders to capture pre- and post-event momentum. Volatility is expected but can create ideal entry points at current or slightly lower levels.
- Medium-term: As the operational turnaround makes further tangible progress and quarterly financials begin to reflect margin improvements, the groundwork may be laid for a rerating—particularly as debt optimization measures unfold and activist influence exerts its effect.
- Long-term: Investors positioned for a multi-year transformation story can lean on Hertz’s global scale, iconic brand, and the secular flight to mobility services as pillars of compounding value. The normalization of depreciation and completion of fleet restructuring serve as structural de-risking events, providing a solid base for a renewed growth cycle.
Ideal positioning strategies could thus focus on incremental accumulation near key supports, particularly as the company approaches milestones in its transformation roadmap or when market sentiment temporarily sours, providing entry on weakness.
Is It the Right Time to Buy Hertz?
Synthesizing the above, Hertz Global Holdings appears to be at a pivotal inflection point:
- Market sentiment has been reset by high-profile activist investment, which often presages significant operational improvement and a revaluation of underlying assets.
- Technical and momentum indicators reveal a stock in constructive transition—consolidating ahead of anticipated positive catalysts.
- The company’s liquidity and ongoing transformation initiatives, led by experienced leadership, address core legacy challenges while capitalizing on secular trends in mobility demand.
- Structural advantages—such as brand power, global scale, and diverse service lines—remain unassailable foundations for enduring value creation.
While analyst consensus remains conservative in the short term, the fundamentals, technicals, and breadth of forthcoming catalysts all strongly suggest that Hertz is entering a new phase—one in which upside potential is increasingly apparent for those positioning ahead of the crowd.
For investors seeking exposure to a dynamic recovery story within the mobility and transportation sector, Hertz seems to represent an excellent opportunity at current levels. Its unique convergence of operational reset, activist engagement, and sector-wide recovery themes make this stock especially compelling as 2025 progresses. In sum, the stage appears set for Hertz to surprise to the upside—warranting renewed attention and thoughtful consideration from investors looking to harness returning momentum in one of the world’s most recognized mobility platforms.
How to buy Hertz stock in Canada?
Buying Hertz Global Holdings (HTZ) shares online is a straightforward and secure process for Canadian investors when using a regulated broker. Whether you want to hold the actual stocks or prefer a more flexible, leveraged approach, you can choose between two main methods: spot buying (direct share ownership) or trading via Contracts for Difference (CFDs). Both offer advantages depending on your investment goals and risk appetite. To help you get started, we’ll explore each method in detail—and you’ll find a comparison of Canadian brokers with up-to-date conditions and fees further down this page.
Spot Buying
A cash or spot purchase involves buying actual Hertz shares, making you a part-owner of the company. This is the traditional way of investing: you buy shares on the NASDAQ via a Canadian broker, and your shares are held in your account. Brokers typically charge a flat commission per order—commonly between CAD $5 and $10.
Important Information
Example: If Hertz stock is trading at $6.68 USD and you invest $1,000 CAD (around $730 USD, accounting for exchange rates and a typical $5 commission), you can buy approximately 108 shares of Hertz.
✔️ Gain scenario: If Hertz rises by 10%, your 108 shares increase in value by roughly $73 USD, making your position worth about $1,100 CAD (before exchange rates and taxes).
Result: That’s a gross gain of +$100 CAD, or +10% on your investment.
Trading via CFD
CFDs (Contracts for Difference) allow you to speculate on Hertz’s share price without owning the actual shares. This flexible instrument is popular among traders who want to use leverage—amplifying both potential gains and losses. With a CFD, fees include the bid/ask spread and daily overnight financing charges if you keep positions open beyond one day.
Important Information
Example: Say you open a CFD position on Hertz with $1,000 CAD and apply 5× leverage. Your total market exposure is $5,000 CAD.
✔️ Gain scenario: If Hertz’s share price climbs 8%, your position gains 8% × 5 = 40%. That’s a $400 CAD gain (excluding fees), based on your initial $1,000 stake.
Final Advice
Before investing, it’s essential to compare brokers’ fees, platform features, and regulations to find the best fit for your needs. Consider your objectives: long-term investors might prefer owning shares, while active traders may benefit from the flexibility of CFDs. To guide your decision, you’ll find a comprehensive broker comparison tool further down the page—helping you invest confidently according to your personal goals.
Our 7 tips for buying Hertz stock
| 📊 Step | 📝 Specific tip for Hertz |
|---|---|
| Analyze the market | Evaluate Hertz’s recent business transformation, strong brand value, and the influence of Bill Ackman’s 20% stake—factors creating new momentum despite past losses. |
| Choose the right trading platform | Opt for a Canadian online broker with direct NASDAQ access and competitive USD conversion fees to efficiently purchase Hertz shares. |
| Define your investment budget | Determine your risk tolerance and allocate only a small portion of your portfolio to Hertz, balancing the stock's potential with its historic volatility. |
| Choose a strategy (short or long term) | Consider a long-term approach, monitoring company turnaround progress and leadership under CEO Gil West, as transformation is expected over several quarters. |
| Monitor news and financial results | Keep up to date with quarterly earnings, especially upcoming results, and observe strategic updates—since news like large investor activity can impact HTZ. |
| Use risk management tools | Use stop-loss or limit orders when purchasing Hertz to protect your investment against sharp drops and to manage your exposure to high market swings. |
| Sell at the right time | Plan to realize gains if technical indicators signal a price peak, or if upcoming economic or sector news could impact Hertz’s short-term prospects. |
The latest news about Hertz
Bill Ackman’s Pershing Square investment of approximately 20% in Hertz has provided considerable positive momentum.
The announcement in late April 2025 that Pershing Square Capital has taken a major stake in Hertz immediately triggered a stock rally of over 73% through to early May. Ackman’s move has been widely covered by major financial outlets and is supported by a thesis targeting value recovery, operational improvement, and potential benefits from geopolitical auto-tariff developments, which could indirectly impact used vehicle values, including those sourced from Canadian markets. Ackman’s reputation and activist approach have reassured many shareholders and introduced a constructive, long-term perspective into Hertz’s strategic direction.
Hertz maintains a substantial business footprint across key Canadian cities, ensuring ongoing relevance for investors in Canada.
With corporate and franchise locations in every major Canadian province, Hertz remains a leading provider of rental vehicles to both individuals and commercial accounts, including broad participation in the growing tourism and mobility sectors. The operational stability in Canada supports overall corporate performance, as the region’s travel recovery in 2024–2025 has led to sequential improvements in local utilization rates, even as the company continues to work through global restructuring measures.
The recent leadership change, appointing Gil West as CEO, is being received positively amid efforts to revamp operations.
West, who began his mandate in April 2024, has announced a “back to basics” strategy focused on core profitability, excellence in fleet management, and normalization of depreciation per unit, with the key rotation expected to be completed by the end of 2025. These measures are anticipated to stabilize results, and Canadian operations stand to benefit from renewed corporate discipline and focus on sustainable profitability—reinforced by the company’s strong liquidity position.
Technical analysis reveals persistent bullish momentum in the medium to long term, despite short-term volatility.
After a sharp selloff in recent days, Hertz shares remain well above all key moving averages except the most short-term (5 and 10 days), with the 20-, 50-, 100-, and 200-day MAs all signaling a buy. The technical backdrop aligns with the April rally and increased institutional attention, and while near-term oscillators remain mixed, the prevailing longer-term trend is upward—a signal many Canadian investors monitor, particularly given heightened trading volumes and recent cross-border news flow.
Operational diversification and a robust brand portfolio are acting as defensive strengths in the current market, especially within Canada.
Despite significant challenges, including a high debt load and recent operational losses, Hertz’s diversified presence across brands (Hertz, Dollar, Thrifty, Firefly) allows it to leverage distinct market segments and customer groups throughout Canada. Corporate clients and travelers seeking flexibility and resilience in mobility solutions continue to rely on Hertz, which should support Canadian revenue streams and shore up confidence among institutional investors and financial analysts in the region.
FAQ
What is the latest dividend for Hertz stock?
Hertz stock does not currently pay a dividend. The company has focused its financial resources on business transformation and managing its debt load rather than returning cash to shareholders through dividends. In recent years, Hertz has prioritized operational stability and reinvestment. If the company’s turnaround strategy is successful, it may reconsider dividend distributions in the future, but at present, no dividend is offered.
What is the forecast for Hertz stock in 2025, 2026, and 2027?
Based on the current share price of $6.68, the projected values are $8.68 at the end of 2025, $10.02 at the end of 2026, and $13.36 at the end of 2027. These optimistic forecasts reflect Hertz’s ongoing operational transformation, the potential impact from Bill Ackman’s recent investment, and sector momentum as global travel recovers. The combination of a strong brand and strategic initiatives positions the company well for mid-term upside, though investors should remain aware of sector volatility.
Should I sell my Hertz shares?
Holding onto Hertz shares may be appropriate given the company’s current trajectory. Hertz is executing a significant operational turnaround under new leadership and with active involvement from major investors, which could unlock future value. The stock’s strong recent performance suggests renewed market confidence, and its solid global brand continues to offer long-term potential. While challenges like high debt persist, the fundamentals point to resilience and upside, especially as transformation efforts progress.
How are taxes on Hertz stock handled for Canadian investors?
For Canadians, Hertz (HTZ) is a U.S.-listed stock and is not eligible for tax-advantaged registered accounts like the TFSA or RRSP for tax-free/dividend-exempt status. Dividends (if paid) would typically be subject to a 15% U.S. withholding tax, but currently, Hertz issues no dividends. Capital gains from HTZ shares are taxable in Canada, with only 50% of gains included in taxable income. Always report transactions in CAD using the appropriate exchange rate.
What is the latest dividend for Hertz stock?
Hertz stock does not currently pay a dividend. The company has focused its financial resources on business transformation and managing its debt load rather than returning cash to shareholders through dividends. In recent years, Hertz has prioritized operational stability and reinvestment. If the company’s turnaround strategy is successful, it may reconsider dividend distributions in the future, but at present, no dividend is offered.
What is the forecast for Hertz stock in 2025, 2026, and 2027?
Based on the current share price of $6.68, the projected values are $8.68 at the end of 2025, $10.02 at the end of 2026, and $13.36 at the end of 2027. These optimistic forecasts reflect Hertz’s ongoing operational transformation, the potential impact from Bill Ackman’s recent investment, and sector momentum as global travel recovers. The combination of a strong brand and strategic initiatives positions the company well for mid-term upside, though investors should remain aware of sector volatility.
Should I sell my Hertz shares?
Holding onto Hertz shares may be appropriate given the company’s current trajectory. Hertz is executing a significant operational turnaround under new leadership and with active involvement from major investors, which could unlock future value. The stock’s strong recent performance suggests renewed market confidence, and its solid global brand continues to offer long-term potential. While challenges like high debt persist, the fundamentals point to resilience and upside, especially as transformation efforts progress.
How are taxes on Hertz stock handled for Canadian investors?
For Canadians, Hertz (HTZ) is a U.S.-listed stock and is not eligible for tax-advantaged registered accounts like the TFSA or RRSP for tax-free/dividend-exempt status. Dividends (if paid) would typically be subject to a 15% U.S. withholding tax, but currently, Hertz issues no dividends. Capital gains from HTZ shares are taxable in Canada, with only 50% of gains included in taxable income. Always report transactions in CAD using the appropriate exchange rate.
