Part I of this article series discussed how the coronavirus pandemic was reshaping the business landscape and affecting companies like Hertz, a 102 year-old iconic institution in the rental car industry (My childhood memories of television advertising include watching Hertz commercials showing O.J. Simpson, arguably the most famous professional football player of his day, running through airports to the tagline: “The superstar in a rent-a-car.”). We pointed out that prior to the pandemic, Hertz and others (e.g., J.C. Penney) had made numerous strategic mistakes, accumulated debt and were in such bad shape that the pandemic simply finished them off. More from our friends, Mark and Lori Siwik.
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