Simply Wheelz features car rental rates from $15 a day on weekends, $94 a week.

The company began accepting reservations on Aug. 1 at its web site, www.simplywheelz.com, and by phone at (888) 999-9078

The first rental location will open on Sept. 1 at Orlando Airport.

Hertz indicated that leisure travelers would be a key market for Simply Wheelz, which offers a choice of only eight vehicle models: Hyundai Accent, Ford Focus, Toyota Corolla, Chevrolet Malibu, Ford Taurus, Chevrolet Trailblazer, Hyundai Entourage and Chrysler Sebring.

"More than 60% of the leisure car rental market is booked online today, and many online shoppers focus heavily on price," Mark Frissora, chairman and CEO of Hertz, said in a statement. " Simply Wheelz allows the Hertz Corp. to effectively tap into that market."

Hertz spokeswoman Paula Rivera said that Simply Wheelz was able to offer lower rates relative to Hertz "because we don't offer all of the products and services" available to Hertz customers, such as reserving specific cars by make and model. Also, Hertz #1 Club and #1 Club Gold Services and benefits are not available to Simply Wheelz renters.

In contrast, Simply Wheelz locations will be highly automated, with renters using self-service kiosks to rent and return vehicles.

Rivera said Hertz was considering opening other Simply Wheelz locations but declined to reveal specific locations or the number of locations being considered. However, Rivera said, it is likely that future Simply Wheelz locations will be in airports.