Sixt’s Digital Strategy Aims to Drive Growth and Customer Loyalty

Following a record performance in 2025, mobility provider Sixt is accelerating its strategic initiatives. The company’s latest move involves a significant digital overhaul of its customer loyalty scheme, now branded “SIXT ONE,” which is being rolled out across Europe. This initiative is central to the firm’s goal of converting occasional renters into a dedicated, recurring customer base. Market observers are now assessing whether this renewed digital focus can provide lasting support for the share price of the company’s preferred stock.

Financial Performance Provides a Solid Base

The strategic pivot is built upon a robust financial foundation established in the last fiscal year. For 2025, Sixt reported currency-adjusted revenue growth of approximately 9%, reaching €4.28 billion. The bottom line showed a net profit of €285.8 million. This operational strength has recently been mirrored in the market performance of the preferred shares. Closing at €55.50 on Monday, the stock registered a weekly gain of 5.11%, pushing its price back above the 50-day moving average of €54.33.

A New Loyalty Program Takes Center Stage

At the heart of the digital offensive is the replacement of the former “Advantage Circle” program with the new “SIXT ONE” system. After launching in the United States, the platform is now live in Germany, Austria, and Switzerland. Fully integrated into the Sixt app, the program utilizes a transparent points-based system designed to enhance customer retention in these core markets. Management is betting that increasing the proportion of recurring revenue will make the business more resilient amid volatile market conditions.

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Technical Indicators and Price Action

Despite the recent recovery, the shares remain in a consolidation phase, trading roughly 16% below their 52-week high of €66.20. Technical analysis suggests there is room for upward movement, with the Relative Strength Index (RSI) reading of 36.4 indicating the stock is not in overbought territory. For a sustainable trend reversal to gain confirmation, analysts are watching the 200-day moving average, currently positioned at €56.61, as a key technical hurdle.

The coming months will reveal whether the enhanced customer loyalty strategy translates into the anticipated improvement in profitability. Investors are now focused on whether the share price can achieve a closing level above the €56.61 mark, which would be a critical step in breaking the medium-term downtrend.