How are inexpensive rentals profitable?
I just booked a car this weekend for 24 hours for $20, and I've had much less expensive ones- even as low as maybe $15 for 24 hours.
The market is a business traveler market, not a leisure market, and so I'd guess that there is little demand on weekends.
How does National make money on those rentals? True, a dollar is better than no dollar, but wouldn't the wear and tear on the car, costs of cleaning, maintenance, etc. be at least $15-20?
Is National's goal just to build customer loyalty and market share, in the hopes of capturing more profitable business in the future?