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FORM 10-K ☐ANNUAL REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACT OF1934For the fiscal year ended December 31, 2024 ☐TRANSITION REPORT PURSUANT TO SECTION 13 OR 15(d) OF THE SECURITIES EXCHANGE ACTOF 1934 Commission File Number 001-33139 HERC HOLDINGS INC. (Exact name of registrant as specified in its charter) Securities registered pursuant to Section 12(b) of the Act: Name of each exchange on whichregistered Common Stock, par value $0.01 pershare Securities registered pursuant to Section 12(g) of the Act: None Indicate by check mark if the registrant is a well-known seasoned issuer, as defined in Rule 405 of Securities Act. Yes☐No o Indicate by check mark if the registrant is not required to file reports pursuant to Section 13 or Section 15(d) of the Act. Yes o No☐ Indicate by check mark whether the registrant (1) has filed all reports required to be filed by Section 13 or 15(d) of the SecuritiesExchange Act of 1934 during the preceding 12 months (or for such shorter period that the registrant was required to file suchreports), and (2) has been subject to such filing requirements for the past 90 days. Yes☐No o Indicate by check mark whether the registrant has submitted electronically every Interactive Data File required to be submittedpursuant to Rule 405 of Regulation S-T (§232.405 of this chapter) during the preceding 12 months (or for such shorter period thatthe registrant was required to submit such files). Yes☐No o Indicate by check mark whether the registrant is a large accelerated filer, an accelerated filer, a non-accelerated filer, smallerreporting company, or emerging growth company. See the definitions of "large accelerated filer," "accelerated filer," "smallerreporting company," and "emerging growth company" in Rule 12b-2 of the Exchange Act. If an emerging growth company, indicate by check mark if the registrant has elected not to use the extended transition period forcomplying with any new or revised financial accounting standards provided pursuant to Section 13(a) of the Exchange Act. o Indicate by check mark whether the registrant has filed a report on and attestation to its management's assessment of theeffectiveness of its internal control over financial reporting under Section 404(b) of the Sarbanes-Oxley Act (15 U.S.C.7262(b)) by the registered public accounting firm that prepared or issued its audit report.☐ If securities are registered pursuant to Section 12(b) of the Act, indicate by check mark whether the financial statements of theregistrant included in the filing reflect the correction of an error to previously issued financial statements. o Indicate by check mark whether any of those error corrections are restatements that required a recovery analysis of incentive-basedcompensation received by any of the registrant’s executive officers during the relevant recovery period pursuant to §240.10D-1(b). o Indicate by check mark whether the registrant is a shell company (as defined in Rule 12b-2 of the Act). Yes☐No☐ The aggregate market value of the voting and non-voting common equity held by non-affiliates of the registrant as of June 28, 2024,the last business day of the registrant's most recently completed second fiscal quarter, based on the closing price of the stock onthe New York Stock Exchange on such date, was $3.35 billion. As of February 7, 2025, there were 28,455,466 shares of the registrant's common stock outstanding. Documents incorporated by reference: Certain portions, as expressly described in this report, of the Registrant's Proxy Statement for its 2025 annual meeting ofstockholders, to be filed within 120 days of December 31, 2024 (the "Proxy Statement"), are incorporated by reference into Part III. Table of Contents HERC HOLDINGS INC. AND SUBSIDIARIES INDEX PageCautionary Note Regarding Forward-Looking StatementsiPART IITEM 1.Business1ITEM 1A.Risk Factors9ITEM 1B.Unresolved Staff Comments20ITEM 1C.Cybersecurity21ITEM 2.Properties22ITEM 3.Legal Proceedings22ITEM 4.Mine Safety Disclosures22PART IIITEM 5.Market for Registrant's Common Equity, Related Stockholder Matters andIssuer Purchases of Equity Securities24ITEM 6.Reserved25ITEM 7.Management's Discussion and Analysis of Financial Condition and Resultsof Operations26ITEM 7A.Quantitative and Qualitative Disclosures About Market Risk36ITEM 8.Financial Statements and Supplementary Data37Report of Independent Registered Public Accounting Firm37Consolidated Balance Sheets39Consolidated Statements of Operations40Consolidated Statements of Comprehensive Income41Consolidated Statements of Changes in Equity42Consolidated Statements of Cash Flows43Notes to Consolidated Financial Statements45ITEM 9.Changes in and Disagreements with Accountants on Accounting andFinancial Disclosures80ITEM 9A.Controls and Procedures80 ITEM 9B.Other Information80ITEM 9C.Disclosure Regarding Foreign Jurisdictions That Prevent Inspections80PART IIIITEM 10.Directors, Executive Officers and Corporate Go