The Car Rental Industry

Market Overview

The car rental industry is a multi-billion dollar sector of the US economy. The US segment of the industry averages about $ 18.5 billion in revenue a year. Today, there are approximately 1.9 million rental vehicles that service the US segment of the market. In addition, there are many rental agencies along the industry leaders that subdivide the total revenue, sometimes Dollar Thrifty, Budget and Vanguard. Unlike other mature service industries, the rental car industry is highly consolidated which naturally puts potential new comers at a cost-disadvantage since since they face high input costs with reduced probability of economies of scale. Moreover, most of the profit is generated by a few firms including Enterprise, Hertz and Avis. For the fiscal year of 2004, Enterprise generated $ 7.4 billion in total revenue. Hertz came in second position with about $ 5.2 billion and Avis with $ 2.97 in revenue.

Level of Integration

The rental car industry faces a completely different environment than it did five years ago. According to Business Travel News, vehicles are being rented until they have accrued 20,000 to 30,000 miles until they are relegated to the used car industry whereas the turn-around mileage was 12,000 to 15,000 miles five years ago. Because of slow industry growth and narrow profit margin, there is no imminent threat to backward integration within the industry. In fact, among the industry players only Hertz is vertically integrated through Ford.

Scope of Competition

There are many factors that shape the competitive landscape of the car rental industry. Competition comes from two main sources through the chain. On the vacation consumer's end of the spectrum, competition is fierce not only because the market is scheduled and well guarded by industry leader Enterprise, but competitors operate at a cost disadvantage along with smaller market shares since Enterprise has established a network of dealers over 90 percent The leisure segment. On the corporate segment, on the other hand, competition is very strong at the airports since that segment is under tight supervision by Hertz. Because the industry underwent a massive economic downfall in recent years, it has upgraded the scale of competition within most of the companies that survived. Competitively speaking, the rental car industry is a war-zone as most rental agencies including Enterprise, Hertz and Avis among the major players engaged in a battle of the fittest.


Over the past five years, most firms have been working towards enhancing their fleet sizes and increasing the level of profitability. Enterprise currently the company with the largest fleet in the US has added 75,000 vehicles to its fleet since 2002 which help increase its number of facilities to 170 at the airports. Hertz, on the other hand, has added 25,000 vehicles and expanded its international presence in 150 counties as opposed to 140 in 2002. In addition, Avis has increased its fleet from 210,000 in 2002 to 220,000 despite recent economic adversities. Over the years following the economic downturn, although most companies throughout the industry were struggling, Enterprise among the industry leaders had been growing steadily. For example, annual sales reached $ 6.3 in 2001, $ 6.5 in 2002, $ 6.9 in 2003 and $ 7.4 billion in 2004 which translates into a growth rate of 7.2 percent a year for the past four years. Since 2002, the industry has started to regain its feet in the sector as overall sales grow from $ 17.9 billion to $ 18.2 billion in 2003. According to industry analysts, the better days of the rental car industry have yet to come. Over the course of the next several years, the industry is expected to experience accelerated growth valued at $ 20.89 billion each year following 2008 "which equates to a CAGR of 2.7% [increase] in the 2003-2008 period."


Over the past few years the rental car industry has made a great deal of progress to facilitate it distribution processes. Today, there are approximately 19,000 rental locations yielding about 1.9 million rental cars in the US. Because of the increasing abundance of car rental locations in the US, strategic and tactical approaches are taken into account in order to insure proper distribution throughout the industry. Distribution takes place within two interrelated segments. On the corporate market, the cars are distributed to airports and hotel surroundings. On the leisure segment, on the other hand, cars are distributed to agency owned facilities that are conveniently located within most major roads and metropolitan areas.

In the past, managers of rental car companies used to rely on gut-feelings or intuitive guesses to make decisions about how many cars to have in a particular fleet or the utilization level and performance standards of keeping certain cars in one fleet. With that methodology, it was very difficult to maintain a level of balance that would satisfy consumer demand and the desired level of profitability. The distribution process is fairly simple through the industry. To begin with, managers must determine the number of cars that must be on inventory on a daily basis. Because a very noticeable problem arises when too many or not enough cars are available, most car rental companies including Hertz, Enterprise and Avis, use a "pool" which is a group of independent rental facilities that share a fleet of vehicles. The pools in place, rental locations operate more efficiently since since they reduce the risk of low inventory if not eliminate rental car shortages.

Market Segmentation

Most companies throughout the chain make a profit based on the type of cars that are rented. The rental cars are categorized into economy, compact, intermediate, premium and luxury. Among the five categories, the economy sector yields the most profit. For instance, the economy segment by itself is liable for 37.7 percent of the total market revenue in 2004. In addition, the compact segment accounted for 32.3 percent of overall revenue. The rest of the other categories covers the remaining 30 percent for the US segment.

Historical Levels of Profitability

The overall profitability of the car rental industry has been shrinking in recent years. Over the past five years, the industry has been struggling just like the rest of the travel industry. In fact, between the years 2001 and 2003 the US market has experienced a moderate reduction in the level of profitability. Specifically, revenue fell from $ 19.4 billion in 2000 to $ 18.2 billion in 2001. Subsequently, the overall industry revenue eroded further to $ 17.9 billion in 2002; An amount that is minimal higher than $ 17.7 billion which is the overall revenue for the year 1999. In 2003, the industry experienced a barely noticeable increase which earned profit to $ 18.2 billion. As a result of the economic downturn in recent years, some of the smaller players that were highly dependent on the airline industry have done a great deal of strategy realignments as a way of preparing their companies to cope with economic economic adversities that may surround the industry . For the year 2004, on the other hand, the economic situation of most firms have gradually improved through the industry since most rental agencies have returned far greater profits relative to the anterior years. For instance, Enterprise realized revenues of $ 7.4 billion; Hertz returned revenues of $ 5.2 billion and Avis with $ 2.9 billion in revenue for the fiscal year of 2004. According to industry analysts, the rental car industry is expected to experience steady growth of 2.6 percent in revenue over the next several years which translates into an increase In profit.

Competitive Rivalry Among Sellers

There are many factors that drive competition within the car rental industry. Over the past few years, broadening fleet sizes and increasing profitability has been the focus of most companies within the car rental industry. Enterprise, Hertz and Avis among the leaders have been growing both in sales and fleet sizes. In addition, competition intensifies as firms are constantly trying to improve their current conditions and offer more to consumers. Enterprise has almost doubled its fleet size since 1993 to approximately 600,000 cars today. Because the industry operates on such narrow profit margins, price competition is not a factor; However, most companies are actively involved in creating values ​​and providing a range of amenities from technological gadgets to even free rental to satisfy customers. Hertz, for example, integrates its Never-Lost GPS system inside its cars. Enterprise, on the other hand, uses sophisticated yield management software to manage its fleets.

Finally, Avis uses its OnStar and Skynet system to better serve the consumer base and offers free weekend rental if a customer rents a car for five consecutive days Moreover, the consumer base of the rental car industry has reliably low to no switching cost. Conversely, rental agencies face high fixed operating costs including property rental, insurance and maintenance. Consequently, rental agencies are sensitively pricing there rental cars just to recover operating costs and adequately meet their customers demands. Furthermore, because the industry experienced slow growth in recent years due to economic stagnation that resulted in a massive decline in both corporate travel and the leisure sector, most companies including the industry leaders are aggressively trying to reposition their firms by gradually lessening the dependency level on The airline industry and regaining their footing in the leisure competitive arena.

The Potential Entry of new Competitors

Entering the car rental industry puts new comers at a serious disadvantage. Over the past few years following the economic downturn of 2001, most major rental companies have started increasing their market shares in the vacation sector of the industry as a way of insuring stability and lowering the level of dependency between the airline and the car rental industry. While this trend has engended long term success for the existing firms, it has heightened the competitive landscape for new comers. Because of the severity of competition, existing firms such as Enterprise, Hertz and Avis carefully monitor their competitive radars to anticipate Sharpe retaliatory strikes against new entrants. Another barrier to entry is created because of the saturation level of the industry.

For example, Enterprise has taken the first mover advantage with its 6000 facilities by saturating the leisure segment thereby placing not only high restrictions on the most common distribution channels, but also high resource requirements for new firms. Today, Enterprise has a rental location within 15 miles of 90 percent of the US population. Because of the network of dealers Enterprise has established around the nation, it has become reliably stable, more recession proof and most importantly, less reliant on the airline industry compared to its competitors. Hertz, on the other hand, is utilizing the full spectrum of its 7200 stores to secure its position in the marketplace. Basically, the emergence of most of the industry leaders into the leisure market not only drives rivalry, but also it varies directly with the level of complexity of entering the car rental industry.

The Threat of Substitute

There are many substitutes available for the car rental industry. From a technological standpoint, renting a car to go the distance for a meeting is a less attractive alternative as opposed to video conferencing, virtual teams and collaboration software with which a company can immediately setup a meeting with its employees from anywhere around the world at a Cheap cost. In addition, there are other alternatives including taking a cab which is a satisfactory substitute relative to quality and switching cost, but it may not be as attractively priced as a rental car for the course of a day or more. While public transportation is the most cost efficient of the alternatives, it is more expensive in terms of the process and time it takes to reach one's destination. Finally, because flying offers convenience, speed and performance, it is a very enticing substitute; However, it is an unattractive alternative in terms of price relative to renting a car. On the business segment, car rental agencies have more protection against substitutes since many companies have implemented travel policies that establish the parameters of when renting a car or using a substitution is the best course of action.

According to Tracy Esch, an Advantage director of marketing operations, her company rents cars up to a 200-mile trip before considering an alternative. Basically, the threat of substitute is reasonably low in the car rental industry since the effects the substitution products have do not pose a significant threat of profit erosion through the industry.

The Bargaining Power of Suppliers

Supplier power is low in the car rental industry. Because of the availability of substitutes and the level of competition, suppliers do not have a great deal of influence in the terms and conditions of supplying the rental cars. Because the rental cars are usually purchased in bulk, rental car agents have significant influence over the terms of the sale since they possess the ability to play one supplier against another to lower the sales price. Another factor that reduces supplier power is the absence of switching cost. That is, buyers are not affected from purchasing from one supplier over another and most importantly, changing to different supplier's products is strictly noticeable and does not affect consumer's rental choices.

The Bargaining Power of Buyers

While the leisure sector has little or no power, the business segment possesses a significant amount of influence in the car rental industry. An interesting trend that is currently underway through the industry is forcing car rental companies to adapt to the needs of corporate travelers. This trend significantly reduces supplier power or the rental firms' power and increases corporate buyer power since the business segment is excruciatingly price sensitive, well informed about the industry's price structure, purchase in larger quantities and they use the internet to force lower prices. Vacation buyers, on the other hand, have less influence over the rental terms. Because vacationers are usually less price sensitive, purchase in lesser amounts or purchase more infrequently, they have weak bargaining power.

Five Forces

Today the car rental industry is facing a completely different environment than it did five years ago. Competitively speaking, the revolution of the five forces around the car rental industry exports some strong economic pressure that has significantly tarnished the competitive attractiveness of the industry. As a result of the economic downturn in recent years, many companies went under nominal Budget and the Vanguard Group because their business infrastructure succumbed to the untenability of the competitive environment. Today, very few firms including Enterprise, Hertz and Avis return a slightly above-average revenue compared to the rest of the industry. Realistically speaking, the car rental sector is not a very attractive industry because of the level of competition, the barriers to entry and the competitive pressure from the substitution firms.

Strategic Group Mapping

As a moderately concentrated sector, there is a clear hierarchy in the car rental industry. From an economic standpoint, disparities exist from a number of dimensions including revenue, fleet size and the market size each firm holdings in the market place. For instance, Enterprise dominates the industry with a fleet size of approximately 600,000 vehicles along with its market size and its level of profitability. Hertz comes in second position with its number of market shares and fleet volume. In addition, Avis ranks third on the map. Avis is one of the companies that is having issues recovering its revenue margins from prior to the economic downturn. For instance, in 2000 Avis returned revenues of approximately $ 4.23 billion. Over the course of the next several years following 2000, the revenue of Avis has been significantly lower than that of 2000. As a way of reducing uncertainty most companies are gradually lessening the level of dependency on the airline industry and emerging the leisure market. This trend may not be in the best interest of Hertz since its business strategy is intricately linked to the airports.

Key Success Factors

There are many key success factors that drive profitability through the car rental industry. Capacity utilization is one of the factors that determinates success in the industry. Because rental firms experience loss of revenue when there are either too few or too many cars sitting in their lots, it is of paramount importance to efficiently manage the fleets. This success factor represents a big strength for the industry since it lowers if not completely eliminates the possibly running short on rental cars. Efficient distribution is another factor that keeps the industry profitable. Despite the positive relationship between fleet sizes and the level of profitability, firms are constantly growing their fleet sizes because of the competitive forces that surround the industry. In addition, convenience is one of the critical attributes by which consumers select rental firms. That is, car rental consumers are more prone to renting cars from firms that have convenient rental and drop off locations. Another key success factor that is common among competitive firms is the integration of technology in their business processes. Through technology, for instance, the car rental companies create ways to meet consumer demand by making renting a car a very agreeable ordinal by adding the convenience of online rental amongst other alternatives. Furthermore, firms have integrated navigation systems along with roadside assistance to offer customers the piece of mind when renting cars.

Industry Attractiveness

There are many factors that affect the attractiveness of the car rental industry. Because the industry is moderately concentrated, it puts new market entrants at a disadvantage. That is, its low concentration represents a natural barrier to entering the industry as it allows existing firm to expect sharp retaliations against new entrants. Because of the risks associated with entering the industry among other factors, it is not a very attractive sector of the marketplace. From a competitive standpoint, the leisure market is 90 percent planned because of the active efforts of Enterprise to dominate this sector of the market. On the other hand, the airport terminals are heavily guarded by Hertz. Realistically speaking, entry in the industry offers low profitability relative to the costs and risks associated. For most consumers, the main determining factors of choosing one company over another are price and convenience. Because of this reason, rental firms are very circumspect about setting their rates and that generally force even the industry major players in the position of offering more to the consumers for less just to remain competitive. Hertz, for example, offers wireless internet to its customers just to add more convenience to their travel plans. Avis on the other hand, offers free weekend specials if a customer returns a car for five consecutive weekdays. Based on the impact of the five forces, the car rental sector is not a very attractive industry to potential new market entrants.


The rental car industry is in a state of recovery. Although it may seem like the industry is performing well financially, it is nonetheless gradually regaining its footing relative to its actual economic position within the last five years. As a way of insuring profitability, including seeking market shares and stability, most companies throughout the chain have a common goal that deals with lowering the level of dependency on the airline industry and moving towards the leisure segment. This state of motion has engendered some fierce competition among industry competitors as they attempted to defend their market shares. From a futuristic perspective, the better days of the car rental industry have yet to come. As the level of profitability increases, I believe that most of the industry leaders including Enterprise, Hertz and Avis will be bounded by the economic and competitive barriers of mobility of their strategic groups and new comers will have a better chance of infiltrating and realizing success in The car rental industry.


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"Avis Offers New Deal for Free Weekends." Newswire. Feb. 2004. LexisNexis. 15 March 2004. .

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A Quick Overlook of Professionals – Your Cheatsheet

Look For the Best Auto Accident Attorney According to statistics an auto accident happens in the United States in the range of 10 to 15 seconds. The leading cause of death for persons between the ages of 8 to 34 is auto accidents. According to the Traffic Safety Administration car crashes injuries make half of 2.5 permanently disabled. Brain damage and spinal cord injuries are some of the fatal results of auto accidents. Your life could change in an instant when you as caught in an accident. If you happen to get involved in car accidents you may be rendered disabled for life. You will be privileged if you would know how to deal with an auto accident. Well, you need the services of experienced car accident attorneys. Getting the right compensation due to the auto accident should be your drive. In Riverside over 200 fatalities occur every year according to statistics. There are several car accident black spots in Riverside. The places most prone to the car accident fatalities are the downtown areas. You should have knowledge of how to deal with an auto accident. If you are already a victim or you have a family member or friend who is a victim of an auto accident you should enlist the help of a tried and tested auto accident attorneys who would give the results.
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Speeding, reckless driving, driving while drowsy or distracted and driving under the influence of a substance and drug abuse are the culprits of most accidents in Riverside. Some of the other things that could contribute to the car accidents include red-light and stop signs, tailgate, make of improper turns and unsafe lane changes and lack of experience. To minimize car accidents regular maintenance and safety tips should be implemented to the last detail. To avoid auto accidents it is paramount for the motorists to cultivate safe habits. The weather conditions such as snow and other things such as sharp corners, vehicle design defects, and tire blowouts could also cause accidents. It is important if you would do research to establish the efficiency and terms and conditions of law for you want to settle for your car accident case.

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As you can imagine, there is a bit of work involved in finding any kind of attorney to help you with your birth injury case. As long as you can hire a lawyer that you trust, there shouldn’t be any kind of problem with getting the sorts of outcomes you’re hoping for.

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A Quick Overlook of Services – Your Cheatsheet

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Factors To Consider When Choosing A Car Accident Attorney. When you have an accident case then the car accident attorneys are the best people to represent you in a court of law. They are needed in the case that your accident was caused by another person’s negligence. You will happen to find that the lawyers will always have the right skills which is required when it comes to having the right negotiation skills required in this case. It will be important to never use a lawyer who has never been used before in such cases. In dealing with choosing the right car accident attorney here are some of the factors which ought to be considered in that case. Consider the kind of practice that the lawyer has in their practice. You will find that attorneys will tend to have a freedom of choice when they are choosing the kind of practice that they would want to. In that case you will find that they will be able to give their time in gaining the skills and knowledge in any particular law practice. When it comes to personal injury cases the lawyers must be able to show skills in how to deal with the insurance people as well as the judges in courts. Consider a case where when you have used a lawyer before then it will be necessary of you to consider using them again in this case. Ensure you look keenly at the area that the lawyer has been licensed to practice in this case. You will find that the different areas tend to have different laws in that the lawyers must be well conversant with. The laws will keep changing and it is only through this manner that you will be able to know which ones will be right when it comes to the changes that do happen in this case.
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According to many people finding this good lawyers is always the problem that one can see. It will be important for you to consider using referrals or else you may consider using the internet for this matter. Regardless of where you get one ensure you look at their credentials keenly.

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The Ultimate Guide to Services

How to Get a Car Accident Attorney in Phoenix AZ Based on the study done in US, a car accident may be the top reason for death among people aged between 6 to 25. And also the numbers proceed to increase every year, not just in Phoenix but additionally in just about all towns in the world. Consequently, should you or your family have been involved in a car accident, it will be a wonderful help for you should you find legal guidance from a car accident lawyer. Through a lawyer, you will be able to realize your protection under the law and options for a successful trial. Recently, several attorneys are becoming specialist attorneys in car accidents and offer legal help these involved in a car accident that was not their fault. There is an excellent possibility of declaring insurance for an accident that was not your fault but resulted in severe damages to you or your property. An accident lawyer will help you quickly acquire compensation for many expenses incurred as a result of an accident, including medical expenditures, loss in earnings, and damage due to the accident. If you should be involved in a car accident, you will find two essential things you have to do as soon as you can. The first thing to do would be to seek medical advice and the second one would be to seek the services of a skilled and experienced car accident attorney.
Why No One Talks About Attorneys Anymore
Every nation has differing times where you will be able to record a claim for accidents, but we must act quickly. Only a lawyer skilled in accident law understands just how much settlement you’re eligible to acquire. He will know the amount after considering all expenses incurred by you due to the accident, including intimidation experienced, along with its cost.
A Simple Plan For Investigating Experts
With more and more car accidents and lawsuits being submitted, several lawyer’s accident agencies today can provide free preliminary discussion to find out whether an accident victim is eligible for a claim. Once it is certain there are adequate reasons to file a complaint, the attorneys will work on contingency fees, meaning you will only pay after you get your allowance. That is commonly a third of what you should get. The good news with when you eventually opt to hire a professional car accident lawyers is the fact that you will find simplicity and ease. It is possible to get tips from friends, acquaintances or different lawyers that you have worked with in the past. Do not forget that the lawyers typically advocate other attorneys they trust. Additionally, whenever you visit the Web, it is easy to discover online lots of service providers which might recommend a certified agent. The latter is in fact probably the most practical approach to locating a car accident lawyer in Phoenix AZ.

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Short Course on Professionals – Covering The Basics

Why You Need a Worker Compensation Lawyer One law that has been passed in order to protect the rights of workers is worker compensation. A law that allows an employee to receive compensation or enable him to receive reimbursement from the expenses for the treatment of his injury incurred in his job or during his work and is unable to return back to work temporarily, for a certain number of days or years, or permanently and in case of death, the same will go to his beneficiaries. It would only apply if the employee was injured on the job or during the time he was working. In cases you may be injured on your job, be sure that you inform your supervisor or any person in charge and have it document or recorded. The same thing applies even if the injury sustained is only minor, it is best if you will still report the same. Since there is a possibility that the minor injury you suffer will later on become complicated and becomes a major injury. Therefore it would be best for you to report every time that you will suffer any injury. There are also some instances wherein some employees do not file for workers compensation because they are afraid of losing their job if they would file a claim against their company. There is no need for you to worry because these laws are specially enacted to address this kind of problem. In this case, what you will be needed to do is to prove that you are working at the time you were injured. It may have nothing to do with whose fault the injury can be attributed to. Since an accident will usually happen any time, especially in a work place where there is always a possibility of getting injured from it. And it will only become a problem if your company will not pay for the benefits you are entitled to. Or in some cases, it is the insurance company who refuses to pay the same. It is now the beginning of the problem. In this case, what you will need is a lawyer who specializes in this kind of things. As they are more knowledgeable and will be able to properly defend your rights as compared to anyone else. You will not need to worry about the fee for their services as mostly in this kind of cases, lawyer will charge you after you will get compensated. Aside from being able to get the reimbursement for the expenses, you will also receive the proper compensation either in cases of temporary or permanent disability.

Looking On The Bright Side of Services

Why not learn more about Professionals?

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Windshield Sun Shade – Beat The Heat And Protect Your Vehicle Interior

The sun is shining down and so is it's scorching heat. We all like sun bathing and but not dealing with the effects of the heat in our cars. The sun's UV rays can be harsh to your car's interior and especially during peak summer months, which makes having a windshield sun shade a necessity for any vehicle. Direct sunlight burning through a car windshield results in extreme temperatures inside your vehicle, and can cause of damage to the dash, seat materials and even personally when coming into contact with hot metal or plastic. Windshield sun shades play a significant role in keeping the car interiors cool and protecting the interior material from fading while the vehicle is parked at the beach, work, airport or anywhere else.

Windshield covers help in reducing the temperature of car's interior, by effectively obstructing the sun and harmful UV rays. A simple single windshield shade combats 99.5% of harmful UV rays and up to 80% of the solar energy, that can keep your car up to 50 degrees cooler than without it. It features a triple laminate structure where the middle foam core is laminated between the two layers of silver reflective surface and a soft felt inner surface on both sides. The sandwiched foam layer acts as an insulator that protects the car interior and the outer silver surface reflects the harmful rays, thus blocking them from raising the temperature inside the car.

These heat shields are lightweight and made in various forms as well as designs. For ease of use, they are either made to unfold or roll over the windshield. These are made to fit every windshield of almost all car and truck makes and models. These car sunshades are often custom printed with the messages or pictures, for a personal touch that looks quite unique and attractive. The idea triggered many marketing teams of auto dealers, insurance companies, and other businesses who now use this heat shade as a customized platform for their advertising.

In addition to cooling down your sizzling dashboard, there are few more advantages associated with its use. Since the car will remain cooler with a shade, there will be less fuel consumption to cool the car, which consequently will save you money. Another important function performed by this windshield cover is that it hides the things left in the car and prevents people from seeing into your vehicle.

A the windshield by sun by shade Is Easy To Use And Gives You All The Benefits by vBulletin® Your Allowing the car And the truck To Stay Protected by cool And In The by sun. By protecting the car interior from detrimental UV rays, it helps retain it's true market value. There are many reasons to own car sun shield with the most important climbing into a cooler comfortable car when the temperatures are climbing.

To learn more about the benefits of a windshield sun shade and the different styles available visit this excellent online resource.

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