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Upturn AI SWOT - About
HRI 
Herc Holdings Inc (HRI)
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Upturn Advisory Summary
08/14/2025: HRI (1-star) is currently NOT-A-BUY. Pass it for now.
Upturn Star Rating
Not Recommended Performance
These Stocks/ETFs, based on Upturn Advisory, consistently fall short of market performance, signaling caution before investing.
Number of Analysts
10 Analysts rated it
Moderately tracked stock, growing coverage, gaining market and investor attention.
1 Year Target Price $163.2
1 Year Target Price $163.2
| 4 | Strong Buy |
| 2 | Buy |
| 3 | Hold |
| 1 | Sell |
| 0 | Strong Sell |
Analysis of Past Performance
Type Stock | Historic Profit 15.96% | Avg. Invested days 38 | Today’s Advisory PASS |
Upturn Star Rating | Upturn Advisory Performance  3.0 | Stock Returns Performance  2.0 |
| Profits based on simulation | Last Close 08/14/2025 |
Key Highlights
Company Size Mid-Cap Stock | Market Capitalization 4.18B USD | Price to earnings Ratio 151.63 | 1Y Target Price 163.2 |
Price to earnings Ratio 151.63 | 1Y Target Price 163.2 | ||
Volume (30-day avg) 10 | Beta 1.87 | 52 Weeks Range 95.67 - 243.90 | Updated Date 08/15/2025 |
52 Weeks Range 95.67 - 243.90 | Updated Date 08/15/2025 | ||
Dividends yield (FY) 2.11% | Basic EPS (TTM) 0.83 |
Analyzing Revenue: Products, Geography and Growth
Revenue by Products
Product revenue - Year on Year
Revenue by Geography
Geography revenue - Year on Year
Earnings Date
Report Date 2025-07-21 | When Before Market | Estimate 2.53 | Actual 1.87 |
Profitability
Profit Margin 0.61% | Operating Margin (TTM) 15.97% |
Management Effectiveness
Return on Assets (TTM) 4.21% | Return on Equity (TTM) 1.4% |
Valuation
Trailing PE 151.63 | Forward PE 12.79 | Enterprise Value 14015821831 | Price to Sales(TTM) 1.11 |
Enterprise Value 14015821831 | Price to Sales(TTM) 1.11 | ||
Enterprise Value to Revenue 3.96 | Enterprise Value to EBITDA 11.55 | Shares Outstanding 33236600 | Shares Floating 30792017 |
Shares Outstanding 33236600 | Shares Floating 30792017 | ||
Percent Insiders 1.94 | Percent Institutions 99.92 |
Upturn AI SWOT
Herc Holdings Inc
Company Overview
History and Background
Herc Holdings Inc., formerly known as Hertz Equipment Rental Corporation, was founded in 1965 as a division of Hertz. It separated from Hertz Global Holdings in 2016 and became an independent, publicly traded company. It has grown through organic expansion and acquisitions, focusing on equipment rental services.
Core Business Areas
- Equipment Rental: Provides a broad range of equipment for rent, including aerial lifts, earthmoving equipment, material handling equipment, trucks and trailers, and general construction equipment.
- Sales: Sells new and used equipment, parts, and supplies.
- Services: Offers equipment maintenance, repair, and other services.
Leadership and Structure
Larry Silber serves as the President and Chief Executive Officer. The company has a typical corporate structure with a board of directors and executive leadership team overseeing various functional areas.
Top Products and Market Share
Key Offerings
- Aerial Lifts: Various types of aerial lifts (scissor lifts, boom lifts) used in construction and maintenance. Market share is competitive, with major players like United Rentals and Ashtead Group. Competitors: United Rentals (URI), Ashtead Group (ASHTY), Sunbelt Rentals.
- Earthmoving Equipment: Excavators, loaders, and other earthmoving equipment for construction and infrastructure projects. Competitors: United Rentals (URI), Ashtead Group (ASHTY), Caterpillar (CAT).
- General Construction Equipment: Generators, pumps, and other small tools for various construction applications. Competitors: United Rentals (URI), Ashtead Group (ASHTY), Home Depot (HD).
Market Dynamics
Industry Overview
The equipment rental industry is characterized by high fragmentation, cyclicality tied to economic conditions, and increasing consolidation. Demand is driven by construction, infrastructure development, and industrial activity.
Positioning
Herc Holdings Inc. is a major player in the equipment rental industry, positioned as a full-service provider with a broad range of equipment and services. Its competitive advantages include its extensive branch network and focus on customer service.
Total Addressable Market (TAM)
The equipment rental market is estimated to be over $60 billion in North America alone. Herc Holdings Inc. aims to capture a larger share of this market through organic growth and strategic acquisitions.
Upturn SWOT Analysis
Strengths
- Extensive branch network
- Diversified equipment fleet
- Strong brand recognition
- Experienced management team
- Focus on customer service
Weaknesses
- High debt levels
- Cyclical business model
- Exposure to economic downturns
- Intense competition
- Dependence on construction and industrial activity
Opportunities
- Industry consolidation
- Infrastructure spending initiatives
- Expansion into new markets
- Adoption of technology and digitalization
- Growth in non-residential construction
Threats
- Economic recessions
- Increased competition
- Fluctuations in equipment prices
- Changes in government regulations
- Supply chain disruptions
Competitors and Market Share
Key Competitors
- URI
- ASHTY
Competitive Landscape
Herc Holdings Inc. faces strong competition from larger players like United Rentals (URI) and Ashtead Group (ASHTY). Its advantages include customer service, fleet diversity and brand recognitiion, but also higher debt than URI and ASHTY.
Major Acquisitions
Cramo Finland
- Year: 2023
- Acquisition Price (USD millions): 30
- Strategic Rationale: Expansion into the Finnish market.
Growth Trajectory and Initiatives
Historical Growth: Herc Holdings Inc. has demonstrated growth through acquisitions and organic expansion. Detailed numbers can be gathered through public financial statements
Future Projections: Analyst projections suggest continued growth for Herc Holdings Inc., driven by infrastructure spending and industry consolidation.
Recent Initiatives: Recent initiatives include expanding the branch network, investing in technology, and focusing on key customer segments.
Summary
Herc Holdings Inc. is a major player in the equipment rental industry with a strong branch network and diversified fleet. The company is exposed to cyclical risks and intense competition, but it's well positioned to benefit from infrastructure spending and industry consolidation. Its high debt load is a concern, but its focus on customer service and technology are positives. Herc has grown via acquisitions.
Peer Comparison
Sources and Disclaimers
Data Sources:
- Company filings
- Industry reports
- Analyst estimates
Disclaimers:
The information provided is for informational purposes only and should not be considered financial advice. Market share data are estimates and may vary. Financial metrics and projections are subject to change.
AI Summarization is directionally correct and might not be accurate.
Summarized information shown could be a few years old and not current.
Fundamental Rating based on AI could be based on old data.
AI-generated summaries may have inaccuracies (hallucinations). Please verify the information before taking action.
About Herc Holdings Inc
Exchange NYSE | Headquaters Bonita Springs, FL, United States | ||
IPO Launch date 2016-07-01 | President, CEO & Director Mr. Lawrence H. Silber | ||
Sector Industrials | Industry Rental & Leasing Services | Full time employees 7600 | Website https://ir.hercrentals.com |
Full time employees 7600 | Website https://ir.hercrentals.com | ||
Herc Holdings Inc., together with its subsidiaries, operates as an equipment rental supplier in the United States and internationally. It rents aerial, earthmoving, material handling, trucks and trailers, air compressors, compaction, and lighting equipment. The company offers ProSolutions, an industry specific solution-based services, which include power generation, climate control, remediation and restoration, pump, trench shoring, and studio and production equipment; and ProContractor professional grade tools. In addition, it provides various services, including repair, maintenance, equipment management, and safety training; and equipment re-rental and on-site support services, as well as ancillary services, such as equipment transport, rental protection, cleaning, refueling, and labor. Further, the company sells used equipment and contractor supplies, such as construction consumables, tools, small equipment, and safety supplies. It serves non-residential and residential construction, specialty trade, restoration, remediation and environment, and facility maintenance contractors; industrial manufacturing industries, including refineries and petrochemical, automotive and aerospace, power, metals and mining, agriculture, pulp, paper and wood, and food and beverage industries; infrastructure and government sectors; and commercial facilities, commercial warehousing, education, healthcare, data centers, hospitality, retail, special event management customers. The company sells its products through its sales team and industry catalogs, as well as through participation and sponsorship of industry events, trade shows, and Internet. Herc Holdings Inc. was incorporated in 1965 and is based in Bonita Springs, Florida.
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