The Dirty Truth Behind U-Haul’s $19.95 Truck Rental

I have been writing about money for over 30 years. A lot has changed during that time, but here’s one thing that hasn’t: America’s corporate love for hidden funds.

Example: You see a U-Haul dump truck with “$19.95” painted on the side in billboard-sized numbers. You will keep that in mind. It’s a cheap way to get around town, right?

It’s wrong.

As you may have guessed by now, that low price is just a hook.

And according to consumer watchdogs at Truth in Advertising, it’s almost impossible for anyone in the country to actually rent a truck for that advertised price.

The organization recently filed a complaint with New York City authorities, arguing that the giant relies on a system of price gouging (advertising only part of a product’s price, then disclosing additional costs later) to pay off its debts. It notes that due to mandatory additions, consumers are often blindsided by the final amount at the checkout counter.

It’s just another prime example of how we get scammed every day.

$20 truck scam

When you save that $19.95 truck, the meter soon starts working in ways you might not expect. The consumer group points out that U-Haul is slapping an environmental fee and vehicle recovery fee on all rentals nationwide.

If you happen to rent in New York City, it gets worse. Some locations charge a mandatory facility fee of up to $15.95. Cumulatively, these hidden costs can increase the base cost of your rental by nearly $20 before you even leave the property. None of this is clearly stated until the end of the online booking process.

Then there are the tolls. If you drive through a toll lane or over a bridge, U-Haul charges an administrative fee to process that toll. The watchdogs say that this is especially detrimental to drivers in large metropolitan areas where toll roads are unavoidable.

New York City recently decided it had had enough of these tactics. Earlier this year, Mayor Zohran Mamdani signed an executive order specifically aimed at fighting hidden costs, and establishing a task force to deal with fraudulent costs across the city.

How to protect your wallet on moving day

You probably can’t force a big company to lower its fees, but you can do it smartly. Here’s how to keep your travel costs low.

• Read the last screen carefully: Before you click confirm on any rental reservation, review the included cost list. If you see facility costs or recovery costs that you didn’t expect, include them in your actual budget.
• Mileage and gas budget: That lower advertised price does not include mileage or fuel. You’ll pay a price per mile that can add up very quickly, and you’ll have to return the truck for the exact same amount of gas it had when you picked it up.
• Compare the total, not the mock: Don’t just look at base prices when comparing U-Haul to competitors like Budget or Penske. Take a few minutes to do a test booking on all their websites to see who really offers the cheapest price out the door.
• Beware of insurance sales: The rental counter will always push you to buy a collision damage waiver. Check your personal auto insurance policy or the credit card you use to pay for the rental. You may already be covered, which means you can safely decline more expensive coverage. Learn more about rental car insurance if you’re unsure.

The movement is stressful enough without feeling like you’re being ridden. Always think that big numbers in ads are the first line, not the last line.