Hertz Global Holdings will debut Firefly, its European budget brand, in the U.S. later this month.



Hertz looks to regain some of the budget-sector business it lost when the company sold Advantage Rent-A-Car last November. It sold Advantage as a regulatory prerequisite to acquiring Dollar Thrifty Automotive Group.

The first U.S. Firefly outlet is scheduled to open in Orlando on Sept. 15, followed by locations in San Francisco, Las Vegas and Los Angeles.

Hertz, which introduced Firefly in Western Europe in March, expects to have 20 Firefly locations in the U.S. by year's end.

Follow Danny King on Twitter @dktravelweekly.
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