HERTZ:
The Man Who
Painted America Yellow

Hertz transformed a small Chicago taxi operation into Yellow Cab, introducing the iconic yellow color and new standards of service. It became America’s dominant taxi business.

Yellow Cab’s rise sparked violent taxi wars in Chicago, including shootings, bombings and threats against Hertz and his family.

In 1923, Hertz acquired Walter Jacobs’ car rental business and created Hertz DriveUrSelf, laying the foundation for today’s Hertz brand.

In 1924, Joseph P. Kennedy helped Hertz defend Yellow Cab’s stock during a dramatic Wall Street bear raid. Hertz later brought Kennedy into his expanding business interests.

Hertz expanded from taxis into mass transit, gaining control of New York’s Fifth Avenue Coach Company and building a major urban bus empire.

In 1925, General Motors acquired control of Hertz’s manufacturing and car rental businesses. Yellow Truck & Coach later helped develop the GMC brand.

Hertz and his wife Fannie became major figures in horse racing. Their horses Reigh Count and Count Fleet became Kentucky Derby champions and in 1943 won Triple Crown.

In 1930, Hertz appeared in a national Lucky Strike campaign, lending his reputation as a leading businessman to one of America’s most famous brands.

In 1933, Hertz acquired an 8% stake in Lehman Brothers, becoming its largest outside shareholder and later a partner in major investments.

When Paramount Publix faced bankruptcy, Hertz became its finance chairman, helped engineer the company’s financial turnaround, and oversaw its transformation into Paramount Pictures.

Through Lehman Brothers, Hertz played a key role in the acquisition of Transcontinental & Western Air, the airline that became TWA.

In 1957, John and Fannie Hertz established the Hertz Foundation to support America’s future scientists and engineers. Their legacy continues through the Hertz Fellowship.