Hertz founded the Yellow Cab Company in 1915 as a way to provide transportation services at a modest price. At the time, livery services were targeted only to the upper echelons of society, and Hertz believed that there was a vast untapped potential. Hertz’s distinctive yellow cabs became popular quickly, and he was soon able to franchise operations in cities throughout the country. In 1924, Hertz went on to establish the Hertz Drive-Yourself Corporation – the first rental car business in the United States. Both operations were eventually sold to General Motors.