Risk-aware traders manage position sizes tightly when playing breakouts in such high-beta names. This move also marks a “critical milestone” in making retail the company’s primary car selling channel, West said. The company has been trying to right its business after filing for bankruptcy in May 2020 amid the height of the COVID-19 pandemic. Last year, it announced a “Back-to-Basics Roadmap” for a turnaround plan focused in part on fleet management. Hertz said AI makes the checkout process uniform and consistent. “For years, vehicle damage inspections have caused confusion and frustration," a Hertz spokesperson told CNBC . "The process was manual, subjective, and inconsistent, and that isn’t good enough for our customers or our business,” she added. Market chatter around Hertz stock price includes speculation on strategic partnerships in the EV space. Fundamental analysts view such developments as potentially accretive to earnings multiples if executed effectively.