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TIME: Almanac 1990
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1990 Time Magazine Compact Almanac, The (1991)(Time).iso
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1990-09-17
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BUSINESS, Page 46Leave the Coverage to UsAs credit cards provide free insurance, car-rental rates rise
Travelers heading for the sun or the slopes this winter will
probably notice a jump in the price of getting away from it all.
The culprits this time are not the airlines but the leading U.S.
car-rental agencies, which are imposing their first significant
price increases in several years. Last week Hertz increased its
rates as much as 5%, and Avis said it plans to do likewise within
the year. Other rental agencies are expected to follow the industry
leaders before long.
The car-rental companies are responding in part to a loss of
revenue from one of their most expensive options: collision
insurance. Until recently many car-rental customers paid as much
as $13 a day for so-called collision-damage waivers to protect
themselves against liability for any repair costs in case their
vehicles were damaged. But many major credit-card companies now
offer such coverage to their cardholders at no cost whenever they
charge a rental. As a result, more and more consumers decline the
pricey waivers. In the most sweeping move so far, American Express
began offering the collision coverage last week to its more than
11 million green-card holders. The American Express action, says
Joseph Russo, a Hertz vice president, "begins the de facto
elimination of the CDW by car-rental companies."
Rental-car firms have long maintained that CDWs are reasonably
priced and that most of the revenues from them go toward repairing
vehicles. But now at least some car-rental executives concede that
the CDW has been a money-maker all along. The Hertz rate increase,
says Russo, is "primarily designed to take care of the revenue
loss" that will follow American Express green-card coverage.
Consumer advocates have argued in recent years that CDWs are
a lemon of a deal at the usual rate of $10 or more a day. Robert
Hunter, president of the National Insurance Consumer Organization,
calculates that insurance companies can provide policyholders with
comparable protection for about $1 a day. The CDW controversy began
to heat up in 1987, when many rental agencies removed the ceiling
on customer damage liability, which was typically $3,000, and began
holding motorists responsible for the full value of the cars they
were renting. That threat helped car-rental clerks persuade more
customers to accept the CDW. Acknowledges Russell James, a vice
president at Avis: "Many companies were abusing it. They were
gouging the customer." Many consumers were already covered but did
not realize it, since about 60% of all insured motorists carry
rental insurance as part of the coverage for their personal cars.
The growing resentment against CDWs created a marketing
opportunity for credit-card firms, which concluded that such
coverage would be so inexpensive that they could offer it free.
(The credit-card coverage is typically supplement insurance, which
pays damages if other policies cannot be tapped.) American Express
began providing the coverage in November 1987 to its gold- and
platinum-card holders. Last year MasterCard and Visa did the same
for their premium customers, but they have not yet done so for
regular cardholders.
Several car-rental agencies point out that rising rates cannot
be attributed entirely to the loss of CDW business. A wave of
restructurings and buyouts in the industry has left rental-car
firms in need of greater revenues to pay off a total of $2 billion
in debt. Avis, in particular, borrowed $1.4 billion in 1987 for a
leveraged buyout in which the employees took over the company.
Steep rate increases can be expected in states where
legislatures ban CDWs. In Illinois, which last week became the
first state to do so, car-rental agencies are now liable for all
repairs if the damage is accidental. Hertz and Avis have already
boosted their Illinois rates about 8%, and the Alamo rental-car
agency says its prices there will jump 20%. A similar ban on CDWs
will take effect in New York on April 1. As CDWs head for the junk
heap, basic car-rental rates are likely to keep on climbing. But
most consumers will probably be better off, since the coverage was
a partly hidden, add-on expense. Says Barry Reid, president of the
National Association of Consumer Agency Administrators: "At least
everybody is going to know up front what the doggone car costs."