Most of the large car hire companies are a mixture of company owned and franchise operations - I suspect franchisees can be a very mixed bag.
Personally I would be inclined to:
- select on-airport providers so you are not reliant on car rental for pick up and drop off on return,
- take out collision damage waiver insurance - an annual policy is ~£50 and fertile ground for all car hire companies to rip off punters
Otherwise I would go for the lowest price rental . Service - if when you turn up they hand you the keys to the expected reasonably clean car, there is not a lot more service to be had - bar the fairly low probability of accident or breakdown..
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