The rental car brand's service combines a GPS, 'Lonely Planet' guide and local expert

Auto rental agencies have always given some attention to helping their customers make the most of their vacations. There's always that rack of brochures on the wall near the desk, and a chatty customer service rep is always good to recommend a good bar or local atttraction. But Hertz's Neverlost Companion app, launched this August, takes this practice up a few dozen notches.

Companion builds on Hertz's proprietary NeverLost GPS system, which was essentially a standard GPS skinned to remind the user that Hertz had provided it for free. Companion takes that framework and adds alerts and photos about events, landmarks, restaurants and shows in the area as they drive through.

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