Hertz Global Holdings, Inc. reported a 10.5% year-over-year sales increase to $2.00 billion for the first quarter of 2026 [1].

This financial report arrives as the company attempts a broad transformation of its business model to stabilize profitability and modernize its fleet management systems.

Despite the rise in sales, the company reported a non-GAAP loss of $0.72 per share [1]. To address these losses, Hertz presented a transformation strategy centered on three "North Star" financial metrics. These include keeping the Fleet Management metric, or DPU, below $300 [2], pushing the Revenue Optimization metric, or RPU, over $1,500 [2], and maintaining the cost control metric, or DOE per day, in the low $30s [2].

Management also set specific profitability targets for the coming years. The company is targeting an EBITDA margin of 3% to 6% for 2026 [3]. Looking further ahead, Hertz outlined a goal to reach $1 billion in EBITDA by 2027 [3].

Alongside these financial targets, the company announced the launch of the Oro mobility platform [3]. This new platform is part of the company's effort to evolve beyond traditional rental models and integrate more flexible mobility solutions into its service offerings.

The company shared these results and strategic updates during an earnings call on May 7, 2026 [4].

“Hertz reported a 10.5% year-over-year sales increase to $2.00 billion”

Hertz is pivoting from simple volume growth toward strict operational efficiency. By tying its success to specific per-unit metrics (DPU, RPU, and DOE), the company is attempting to move away from the volatility that has plagued its recent earnings. The launch of the Oro platform suggests a strategic shift toward a 'mobility-as-a-service' model, aiming to diversify revenue streams beyond traditional daily rentals.