Avis focuses on digital and fast service. Drivalia offers variable duration solutions

The short-term rental sector got off to a good start in 2024, reporting a 7% growth in turnover and 5% growth in rental days in the first quarter, according to Aniasa estimates. These positive figures continue the trend of 2023, in which operators generated 35.9 million rental days (+14%), producing a turnover of €1.5 billion (+8%). On the vehicle supply side, the average fleet is estimated at 123,000 units in the first three months, registering a 4% growth. The year 2024 reveals a very different vehicle supply scenario than in the recent past. In 2022 and partly in 2023 there was a shortage of product and renters were forced to buy the little available product from the houses at low discounts and with the percentages between buy backs (with buy-back agreement from the houses) and risks (without buy-back agreement) completely reversed.

In 2024, product abundance has returned and manufacturers have returned to selling at heavily discounted prices; the car rental sector bought 53,000 cars (+58%) in the first four months. But not all that glitters is gold. It is fair to imagine that the overabundance of cars in the fleet will lead to an increase in volumes, but at the expense of margins, exploiting above all the channel of the large brokers, whose recourse in recent years had been somewhat reduced. The weight of the indirect channel on rental days had in fact fallen from 38% in 2018 to 27% in 2023. Consequently, the price per rental day had increased from EUR 31 in 2018 to EUR 45 in 2023. On top of that, renters are suffering on the resale of used equipment because they bought last year at low discounts and, if they want to sell, they have to do so at prices that are currently not attractive. It is interesting to note the predisposition of operators to buy growing brands with good value for money.

"Once again this year, MG being a volume brand," says Andrea Bartolomeo, Country Manager Saic Motor Italy, "we have decided to continue to invest in rental, and volumes will be just as important, because according to our objectives we will do 20% B2B, 80% of which will be short-term. On the supply side, the optimisation of the purchasing process and the simplification of the customer experience are the areas in which the players are also focusing with significant elements of innovation. Avis is focusing on digitalisation and service speed by launching the Kiosk Self-Service. This is the innovative service that allows customers to quickly and safely collect their vehicle keys, after booking from an automated kiosk, through a QR Code generated by the Avis APP. Kiosk services are located at major airports and railway stations. To simplify the customer experience, Europcar provides companies with a deskless service that allows them to collect the booked car without going through the rental office. A simple and free service that saves time and is available for selected companies at the Europcar offices at Malpensa and Fiumicino airports.

Flexibility is the workhorse of Drivalia, which offers mobility solutions ranging from sharing to long-term. On short-term rental offers, with a view to simplification for the customer, the company proposes the flexrent 30 and 90. This is a rental lasting one month and three months respectively, renewable online from month to month for a maximum continuous period of six months.

Hertz focuses and invests in the premium sector. Those who rent a premium car expect an equal level of service, which Hertz provides through the constant development of options to make the rental experience excellent, the careful selection of operators, but also through certain services, such as fast check-in, provided for loyal customers through the Gold Plus Rewards programme. Recently, Hertz received the Italian Mission Awards as best rental for business travel.