National Review

National Car Rental was founded in 1947 by a cooperative of 24 independent car rental agents who joined forces to create a brand with national reach. Headquartered in Clayton, Missouri, National has grown into one of the most recognized premium rental brands in North America and beyond. Today, National operates as part of Enterprise Holdings, the world's largest car rental company, which also owns Enterprise Rent-A-Car and Alamo Rent A Car. This corporate structure gives National access to a combined fleet of more than 2 million vehicles, ensuring strong availability across its 1,500+ locations worldwide. National has carved out a distinct niche in the car rental market by targeting business travelers and frequent renters rather than competing on price alone. The brand's signature feature is the Emerald Aisle, where Emerald Club members can walk through a selection of available vehicles and choose whichever one they prefer -- a unique experience that no other major rental brand offers at the same scale. This focus on speed, convenience, and choice has made National a favorite among corporate travel programs and road warriors who rent multiple times per month. While National's pricing sits in the mid-range to premium tier, the brand's value proposition centers on time savings and a superior pickup experience rather than the lowest possible rate.

National benefits from Enterprise Holdings' massive fleet infrastructure, which includes over 2 million vehicles across all three brands. National's own fleet tends to focus on midsize, full-size, and premium categories, reflecting its business traveler target market. The brand offers more than 300 makes and models, ranging from compact sedans to full-size SUVs, minivans, and premium vehicles. One of National's strongest fleet advantages is vehicle age. Cars at National locations are generally newer than those found at competitors like Avis, Budget, or Hertz. The Enterprise Holdings fleet rotation strategy ensures vehicles are cycled out regularly, and National locations in particular tend to receive newer inventory given the brand's premium positioning. The Emerald Aisle experience elevates fleet selection beyond what other brands offer. Rather than being assigned a specific vehicle at the counter, Emerald Club members walk through a curated selection of midsize and above vehicles and choose their preferred car based on make, model, color, and features. This means members frequently drive vehicles above their reserved category at no additional charge. National's Premier Selection offers access to luxury and specialty vehicles at participating locations, including models from BMW, Mercedes-Benz, Audi, and other premium brands. Availability varies by location, with major airport hubs offering the widest premium selection.

National's pricing positions it in the mid-range to premium tier of the car rental market. Base daily rates typically range from USD 45-75 for midsize vehicles in the United States and EUR 40-65 in European markets, though rates vary significantly based on location, season, and advance booking period. National is consistently more expensive than budget-tier competitors like Budget, Economy, or Alamo, but often comparable to or slightly above Enterprise and Avis. One area where National provides genuine value is through transparent pricing. The brand displays the full rental cost including taxes, fees, and surcharges during the booking process, which reduces unpleasant surprises at the counter. Airport concession fees and surcharges are clearly itemized rather than buried in fine print. For Emerald Club members, the value equation shifts significantly. The ability to choose your own vehicle from the Emerald Aisle often means driving a vehicle one or two categories above the reserved class at no extra charge. Combined with counter bypass, which saves 15-30 minutes per rental, frequent renters can justify the price premium through time savings alone. Corporate rate programs further improve National's value proposition for business travelers. Many companies negotiate discounted corporate rates with National that bring pricing closer to mid-market competitors while retaining the premium service experience. Additional driver fees, young driver surcharges, and insurance options are additional costs to factor in. National charges approximately USD 13-15 per day for additional drivers in the US, though Emerald Club Executive and Executive Elite members receive complimentary additional driver benefits.

National operates more than 1,500 locations worldwide, with the strongest presence in the United States and Canada. The brand maintains counters at virtually every major North American airport, as well as many mid-size and regional airports. International coverage spans Europe, Latin America, the Caribbean, Asia-Pacific, Africa, and Australia, primarily through the Enterprise Holdings global network and franchise partnerships. In the United States, National's airport presence is its primary strength. Most major airport locations feature dedicated Emerald Aisles with a strong selection of vehicles, and these locations typically offer the longest operating hours, including 24-hour service at major hubs. Off-airport neighborhood locations are less common for National compared to Enterprise, as the brand focuses primarily on the airport and business travel market. European coverage has expanded significantly in recent years through Enterprise Holdings' investment in the region. National locations can be found at major airports across the United Kingdom, Germany, France, Spain, Italy, and other Western European countries. Coverage in Eastern Europe, the Middle East, and Asia-Pacific is growing but remains more limited compared to global competitors like Hertz or Europcar. One practical advantage of National's Enterprise Holdings ownership is the ability to use Enterprise locations for vehicle returns or one-way rentals in some markets. This extends the effective network reach beyond National-branded locations alone. However, service standards and the Emerald Aisle experience may not be available at partner or franchise locations outside North America.

The Emerald Club is National's loyalty program and widely regarded as one of the best in the car rental industry, particularly for its Choose Your Own Car feature. Membership is free at the base level and immediately unlocks the ability to bypass the counter and access the Emerald Aisle at participating locations. This alone makes the program worth joining even for infrequent National renters. The program operates on a tier structure with escalating benefits. Base Emerald Club members earn one credit per qualifying rental, and after accumulating 7 credits within a 12-month period, they earn a free rental day. There are no blackout dates on free day redemptions, which adds genuine flexibility compared to some competitor programs that restrict availability. Emerald Club Executive status is achieved after 12 qualifying rentals or 40 qualifying rental days within a year. Executive members receive guaranteed vehicle upgrades when available, priority vehicle assignment, and complimentary additional driver privileges. Emerald Club Executive Elite, the highest tier, requires 25 rentals or 85 rental days and adds benefits including guaranteed one-car-class upgrades, elite-only vehicle selection areas at participating locations, and partner airline mile earning. National's partnership network includes major airlines such as United, Delta, American, and Southwest, allowing members to earn airline miles alongside Emerald Club credits. Credit card partnerships with major issuers provide additional earning opportunities. The Choose Your Own Car feature is the centerpiece of the Emerald Club experience and truly sets National apart from competitors. At participating locations, members walk through the Emerald Aisle and select from any available midsize or above vehicle. This means members frequently drive premium vehicles at midsize rates, which represents significant added value for those who appreciate vehicle choice and potential upgrades.

Customer service at National is a tale of two experiences. For Emerald Club members, the rental process is streamlined and efficient -- bypass the counter, walk the Emerald Aisle, choose your car, and drive away. This process can take as little as 5 minutes at well-run locations and is consistently cited as one of the best pickup experiences in the car rental industry. For non-members or at locations without an Emerald Aisle, the experience is more mixed. Counter wait times during peak periods can reach 20-40 minutes at busy airport locations, which is comparable to most major rental brands. Staff professionalism varies by location, with some branches delivering excellent service while others receive complaints about long waits and unhelpful employees. National has faced some criticism regarding post-rental charges, including fuel charges when vehicles are returned without a full tank and disputed damage claims. While these issues are not unique to National, they represent a friction point for some customers. The brand has improved its digital experience with a mobile app that supports reservations, mobile check-in, and digital receipts, though the app's functionality still lags behind leading competitors like Sixt and Hertz in some areas. Return processes at major airport locations are generally smooth, with attendants processing returns quickly and providing printed receipts. Express return options are available at many locations for Emerald Club members. Overall, National's service experience is at its best when leveraging the Emerald Club membership, which transforms the rental process from a typical counter-based transaction into a quick, self-directed experience.