To provide customers with services that provide better value than those offered by competitors, while simultaneously reducing costs and improving performance, rental car giant Hertz Corporation has initiated an enterprise-wide effort to integrate project and program management into its overall structure. This article--featuring Hertz's senior vice president for process improvement and project management--discusses how Hertz is adopting and applying project management. In doing so, it looks at Hertz's approach to introducing project management and training personnel in a core set of project management skills. It describes the internal response to this initiative and a few of the projects that Hertz has launched to improve its services to customers. It also notes how Hertz internally advertises its project successes, shares its best practices, and encourages senior management participation. It overviews how project management is helping Hertz realize its strategic objectives, listing a few of the outcomes that Hertz has realized from practicing project management.