On March 31, 2009, the assets of Advantage were purchased by The Hertz Corporation for $33 million, which outbid Enterprise Rent-a-Car in Minnesota bankruptcy court. The purchase included the Advantage logo and website. Hertz stated its intentions after Enterprise had announced it would acquire the assets. The Advantage website was modified to match (or closely mirror) some design and operational aspects of the Hertz website. By fall 2009, Hertz had rebranded its "Simply Wheelz" economy sub-brand with the acquired Advantage trademark properties, and had largely withdrawn the service.