Firefly Car Rental is a low cost American car rental brand owned by The Hertz Corporation.

Hertz developed the new brand to replace Advantage Rent a Car which had to be sold following the acquisition of Dollar Thrifty Automotive Group.

[1] It first opened in March 2013 with branches in Europe, with American branches following in September 2013.

[2] In August 2014 Firefly opened its first location in the Middle-East serving Dubai Airport in the UAE[3] and in September 2014 opened its first locations in Australia.

As of January 2015 it has over 100 locations in 13 countries.