> And why don't they do that? Good 'ol competition. Everyone is afraid to start enforcing reservations because if Hertz does but Enterprise doesn't, people are going to book with Enterprise ("Book w/ us and never pay a penalty when your plans change!").
Competition brings out the best solution. The current system is the best overall solution. Most people don't really care what car they rent, and probably sometimes get an upgrade to a better car if they complain about not getting the car they reserved. By having this system, rental car companies can substantially reduce the cost of renting a car. It would be very expensive to intentionally have cars waiting on the lot for upcoming customers.
Competition brings out the best solution. The current system is the best overall solution. Most people don't really care what car they rent, and probably sometimes get an upgrade to a better car if they complain about not getting the car they reserved. By having this system, rental car companies can substantially reduce the cost of renting a car. It would be very expensive to intentionally have cars waiting on the lot for upcoming customers.