Tom Brady steps up to boost Hertz’s used car sales in 2025

Tom Brady, the legendary NFL quarterback with seven Super Bowl titles, is back in the spotlight, but this time off the field. At 47, the retired star has taken on a new role as the face of Hertz, one of the world’s largest car rental companies, to promote its used car sales division. The partnership, unveiled in March 2025, launches with a bold campaign featuring a giveaway of a 2023 Cadillac XT5 autographed by Brady—a strategic move to draw attention after a challenging year that saw Hertz report an estimated $2.9 billion loss in 2024. The initiative underscores the company’s push to rebound by leveraging Brady’s charisma, positioning itself as a top player in the used car retail market across the United States and Canada.

This isn’t Brady’s first stint with Hertz. Since 2021, he has appeared in the company’s advertising campaigns, initially to hype its ambitious pivot to electric vehicles (EVs) with the purchase of 100,000 Teslas. That move, however, turned into a financial misstep due to low demand and high maintenance costs, prompting a shift in focus. Now, under CEO Gil West’s leadership, Hertz is doubling down on selling its surplus used car inventory, and Brady emerges as a key asset to reignite public interest. The campaign, rolled out in early March, promotes Hertz Certified vehicles, emphasizing competitive pricing and a rigorous 115-point certification process, with the autographed Cadillac XT5—a premium SUV with features like an electric sunroof and navigation system—serving as a collector’s prize for sports fans and car enthusiasts alike.

Fresh off a football career packed with new ventures, including his gig as a Fox Sports broadcaster and a minority stake in the Las Vegas Raiders, Brady now adds “used car salesman” to his résumé. The campaign highlights the ease of buying from Hertz, whether online or at one of its 40-plus physical locations, and promises transparency in pricing and direct delivery. The Cadillac XT5 giveaway, running from March 4 to April 14, 2025, requires only basic contact details for entry, doubling as a clever data-collection tactic for future marketing efforts.

A strategic pivot after a turbulent year

Hertz’s 2024 was a financial rollercoaster, prompting a major strategic overhaul. Based in Estero, Florida, the company offloaded 30,000 electric vehicles throughout last year—a process finalized by the fourth quarter—after realizing EVs weren’t resonating with renters who favored gas-powered options. High repair costs and rapid depreciation fueled a billion-dollar loss, but the shift cleared the way for Hertz to bolster its used car sales arm, a segment it already dominates by regularly cycling out its rental fleet. Selling these vehicles has become a lifeline, and Brady’s involvement aims to amplify that effort.

Brady’s role goes beyond a celebrity endorsement—it’s a bid to reframe Hertz’s brand amid fierce competition. In a recent ad, he touts the quality of Hertz Certified vehicles and the streamlined buying process, appealing to both his football fanbase and deal-seeking consumers. The Cadillac XT5 giveaway, part of the Prestige Collection that includes high-end models like the Cadillac Escalade, underscores Hertz’s claim that its used cars retain premium value. Participants enter by submitting their name, email, phone number, and ZIP code online, with the winner set to receive a vehicle bearing Brady’s signature on the driver’s sun visor.

The company’s focus on used car sales comes as a response to shifting market dynamics. After the EV debacle, Hertz is realigning its fleet to match customer preferences, a move that analysts see as critical to stabilizing its bottom line. Brady’s star power adds a layer of excitement to this transition, aiming to turn a tough year into a springboard for recovery.

Why Tom Brady? The pull of a superstar

Picking Tom Brady wasn’t a random choice. With an estimated net worth of $530 million—built over 23 NFL seasons and boosted by a $375 million, 10-year Fox Sports deal—he’s an icon whose appeal stretches far beyond sports. His reputation for success, discipline, and longevity aligns with Hertz’s messaging of reliability and excellence. Jeff Adams, Hertz Car Sales’ executive vice president, quipped that Brady is “collecting jobs like he collected championship rings,” while praising him as a “true MVP in the used car game.”

Brady’s personal connection to luxury cars further strengthens his fit. His collection boasts a $3 million Bugatti Veyron, a limited-edition Aston Martin Vanquish S Volante, and a Rolls-Royce Ghost. In 2020, he sold a custom Cadillac Escalade ESV for $350,000—a stretched SUV with a 32-inch TV and reclining captain’s chairs—showing his flair for high-end vehicles. That passion lends authenticity to his pitch, even as he promotes more affordable options from Hertz’s inventory.

The move mirrors a trend among retired NFL stars like John Elway, who’ve ventured into the auto industry post-career. For Hertz, grappling with a devalued fleet and changing consumer tastes, Brady offers a chance to stand out in a crowded market where giants like CarMax and local dealerships vie for buyers.

Campaign timeline and what’s ahead

Hertz has mapped out a tight timeline to maximize the campaign’s impact in early 2025. Here’s the breakdown:

• March 4: Campaign launches, and Cadillac XT5 giveaway entries open.
• Mid-March: Ads featuring Brady ramp up across digital platforms and TV.
• April 14: Giveaway closes, with the winner announcement expected shortly after.

This window aligns with Hertz’s goal to clear out leftover 2024 inventory and refine its fleet for current demand. The company is shifting toward low-maintenance, slower-depreciating vehicles—a direct lesson from the EV misadventure.

Key perks of buying Hertz used cars

The campaign spotlights what sets Hertz apart in the used car space. Here are the standout features:

• Thorough certification: Every vehicle undergoes a 115-point inspection for quality assurance.
• Included warranty: A 12-month or 12,000-mile limited powertrain warranty comes standard.
• Clear pricing: Fixed, competitive prices with no haggling, available online or in-store.
• Diverse options: From sedans like the Chevy Malibu to luxury SUVs like the Cadillac XT5, there’s something for everyone.

Brady highlights these perks in the ads, lending his credibility to the pitch. With over 16,000 Malibus in stock—outnumbering Nissans—Chevrolet models dominate Hertz’s offerings, reflecting its fleet makeup.

Fallout from 2024 and Hertz’s new path

Hertz’s 2024 struggles reshaped its trajectory. The EV push, sparked by the 2021 Tesla order, crumbled as 30,000 units were sold off by year’s end. CFO Scott Haralson cautioned that Q1 2025 might still show losses as the company recalibrates. Under Gil West, the focus is now on gas-powered cars and boosting used car sales, a pragmatic pivot to meet renter and buyer preferences.

Brady’s arrival comes at a pivotal moment. After a worse-than-expected Q3 2024, Hertz is leaning on star power to rebuild trust and drive sales. The campaign is part of a broader strategy that could see more celebrities enlisted as the company stabilizes under new leadership.

With Brady’s visibility, Hertz aims to move inventory and cement its status as a go-to for used cars. The autographed Cadillac XT5, blending luxury with sports legacy, embodies that ambition—pairing a premium brand with an NFL legend’s magnetic pull.