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What: Shares of car rental company Dollar Thrifty Automotive Group (NYSE: DTG) jumped 13% today after Hertz Global (NYSE: HTZ) made another bid for the company.

So what: The new offer from Hertz is for a total of $72 per share consisting of $57.60 in cash and 0.8546 shares of Hertz stock. That’s more than a 30% jump from $43.60 per share in cash and 0.6366 shares of Hertz stock offered last September.

Now what: The market still doesn’t think that’s enough, with Dollar Thrifty shares jumping to $78.80 as I am writing. That might be right considering Avis Budget Group (Nasdaq: CAR) is still in the mix and this bidding war might just be heating up. I would be cautious here because Avis could walk away from the bidding, leaving $72 as the best offer. The upside potential is there, but it isn’t attractive enough to bet the farm.

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Fool contributor Travis Hoium does not have a position in any company mentioned. You can follow Travis on Twitter at @FlushDrawFool, check out his personal stock holdings or follow his CAPS picks at TMFFlushDraw. The Fool owns shares of Hertz Global Holdings. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.