Mark P. Frissora is a renowned corporate leader and respected industry figure in the transportation and mobility space. Since 2009, he has been the Chief Executive Officer of Hertz Corporation, one of the world's leading car rental companies. During his tenure at Hertz, Frissora has implemented numerous initiatives to strengthen the company's position in the automotive and travel sectors, while positioning the organization to create a path towards commercial success in the years to come.
At the core of Frissora’s strategy is a focus on “delivering mobility to the modern consumer.” This mantra is reflected in the ambitious road map that Frissora has devised for Hertz from the onset of his tenure with the organization. According to Frissora, Hertz must transition from being simply a car rental company to a consumer-centric “mobility solutions provider” and become an innovative, nimble market leader in the transportation and mobility space.
To achieve this, Frissora has spearheaded a series of strategic initiatives. First, Hertz is investing heavily in technology, focusing mainly on the digitization of its platform. This includes the enhancement of its website and mobile app, as well as providing customers with mobile-friendly check-in, rental car booking, and payment options. In addition, Hertz is investing in new rental search capabilities to quickly and accurately match customers with available vehicles and locations.
Under Frissora’s guidance, Hertz has also developed a comprehensive innovation program. This program involves utilizing external resources, such as venture capital funding and partnerships with tech companies, to drive growth in the mobility solutions space. As part of this program, Fraser has spearheaded a number of partnerships with prominent players in the transportation and mobility sectors, such as Uber and Airbnb.
In addition to these strategic investments, Frissora’s commitment to providing an unparalleled customer experience is evident in his leadership of the company’s “Experience Transformation" Program. This program is aimed at enhancing the customer experience from the moment a customer books a vehicle. It includes improvement initiatives in customer service, as well as investments in best-in-class customer service tools and cutting-edge technologies.
Frissora has also taken a proactive stance in addressing the global transition from traditional fuel-based energy solutions to renewable energy solutions. As such, Hertz is rapidly transitioning its fleet to include electric and hybrid vehicles. To date, Hertz has acquired more than 15,000 electric vehicles, and has the largest limousine and chauffeured rental fleet of electric vehicles in the world. It also operates more than 400 charging stations at its locations throughout the US.
In the wider industry, Frissora’s influence is also visible in his role as Chairman of the American Car Rental Association (ACRA). In this capacity, he is regularly consulted by government leaders and industry peers alike on mobility and transportation topics. His insights on diversity and inclusion, sustainable travel solutions, and digital disruption have been featured in numerous leading industry publications and conferences.
At the end of the day, Frissora’s devoted leadership and unwavering commitment to excellence are what has enabled Hertz to increasingly shape the future of the transportation industry. His focus on mobility solutions, advanced customer experience strategies, and innovative use of technology has made him a respected leader at the vanguard of the rapidly evolving transportation and mobility space. This, in turn, has helped to position Hertz as one of the major players in the industry – and as a force to be reckoned with for many years to come.
