Car Rental 2021 Shock

Yes, I expect they're trying to recover from significant losses in 2020.

There's a good opportunity for a disruptor to jump in and make a name for themselves and make good money, but that's unlikely to happen.

There was a small, local, fair-priced car rental company near my home. They were nice people, making a living offering good service. I used them a few times.

Their cars were parked outside, unused and accumulating debt, for most of 2020. The cars (and the company) disappeared a few months ago.

This is the reality of any business servicing the travel industry. 

There is much debt to be repaid; the normal trading margins can't generate sufficient income.

There were too many hire firms offering ridiculous prices - they would have struggled to survive without the added griefs of Covid & Brexit.