Macquarie analyst Hamzah Mazari upgraded Hertz to Outperform and raised its price target to $30 from $26. Mazari is more bullish on 2018 rental car pricing given fleet cutting by Enterprise, the positive impact on corporate travel from tax reform, and the potential US infrastructure bill creating excess demand. For Hertz specifically, Mazari said expectations are low, investment spending is rolling off, and the industry is operating as a more "functional oligopoly."

Deutsche Bank analyst Chris Woronka lowered the firm's price target on Hertz (HTZ) to $6 from $10 and keeps a Hold rating on the shares. The Q1 car rental results are likely to confirm what all relevant data points have been pointing to since January: it will be a weak quarter across the board, the analyst tells investors in a research. However, the firm believes strongly that Q1 will prove to be the trough of the post-COVID correction cycle. It has a "clear preference" for owning Avis (CAR) over Hertz, saying the latter's recent CEO change introduces near-term risks associated with potential strategic pivots.