It is an oligopoly, at least in the USA. See my previous post nearby. Business customers rent most of the cars. Most businesses have year-long contracts with o

It is an oligopoly, at least in the USA. See my previous post nearby. Business customers rent most of the cars. Most businesses have year-long contracts with one of the big companies. That way they get discounts on their rentals. They're not going to make a deal with a small "outfit" that doesn't have national airport coverage. That leaves leisure customers. Those are very price sensitive. They're not going to spend an extra nickel to rent a car w/o a camera. Sometimes they will put up with taking a shuttle to an off-airport rental to save a few bucks. But, and this is very important, the smaller companies are less sophisticated in terms of customer screening. So the smaller companies are more susceptible to being scammed by customers. So they will probably be even more eager than the big guys to installing cameras, GPSes, etc to keep track of their cars.