What are the benefits to Hertz of knowing exactly where each of its cars is? As a renter, how do you feel about this capability?

The car rental industry is very competitive, and Hertz (hertz.com), the world’s largest car rental company, competes against hundreds of companies in thousands of locations.
The competition focuses on customer acquisition and loyalty. In the last few years, competition has intensified, and profits in the industry have been drifting downward.
Hertz has been a “first mover” to information technologies since the 1970s, so it has naturally looked for new technologies to improve its competitive position. In addition to data warehousing and mining, a superb executive information system, and e-commerce, Hertz has pioneered some mobile commerce applications.