The Hertz Corporation has announced the expansion of its Firefly brand, Hertz’s deep value brand for price conscious leisure travellers, into the US. 

Opening throughout the year, the first location, in Orlando, will begin serving customers on September 15th, 2013 followed by San Francisco, Las Vegas, and Los Angeles.

The company plans to have, by year end, approximately 20 Firefly locations servicing local area airports in select US leisure markets where other deep value brands have a significant presence.   

The company said that Firefly will enable the company to re-enter the deep value, leisure car rental market in the US which it temporarily exited after divesting the Advantage brand earlier this year. 

Additionally, Firefly will generate incremental fleet sharing, systems and operational synergies among its four brands, including Hertz, Dollar and Thrifty.

First launched in Europe, in March 2013, Hertz now operates 40 Firefly locations in Spain, France, Italy, Germany, the UK, Switzerland and Portugal. 

The locations service the deep value leisure segment, the fastest growing market segment in the airport car rental market.

The company is committed to growing the brand, targeting the price conscious leisure market. 

Adding Firefly is part of a strategic objective to offer multiple brands to provide customers a full range of rental services at different pricing points.