the car rental market


1.1 Definition and presentation

The car rental market covers all operations involved in the borrowing of a vehicle for a certain period of time. Usually a distinction is made between short and long term rental. The car hire additionally differs by target audience:

  • Private
  • Company

This study focuses exclusively on short-term rental of passenger cars and light commercial vehicles.

The Italian car rental market is very dynamic and growing in recent years, as demonstrated by the rapid spread of companies specializing in both short and long term rental throughout the country. The market is very competitive and with the growing market share of car sharing or shared mobility, the incumbent market operators are forced to renew their services and innovate their offering. Although demand is present and has driven market growth, present and future trends are closely linked to the demographic, social and economic aspects of Italians (e.g. attention to ecology and sustainability, frequency of travel).

In addition, with the spread of more and more varied offers, the rental price becomes a determining factor and quite transparent thanks to the numerous comparators of car rentals.

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