Avis Budget Group Inc. plans to trump a rival’s bid for Dollar Thrifty Automotive Group Inc., saying the rental car company agreed to sell itself too cheaply.

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Avis to Dollar Thrifty: We will top Hertz bid

The announcement by Avis signals a potential battle in the rental car sector, an industry that has already seen significant consolidation.

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Avis Seeks to Top Hertzs Bid for Dollar Thrifty