By the Autorentalinsider Editorial Team
The European car rental market is going through some major changes. With stricter environmental regulations, rapid digitalization, and shifts in consumer behavior, companies are being pushed to find new ways to connect with their audience. By 2025, experts expect the market to grow by 6–8% annually, but staying ahead will depend on how well businesses can adapt to the trends that are already shaking up the game.
Electrification: Not Just a Trend — It’s a Game-Changer
Switching to electric vehicles (EVs) isn’t some distant goal anymore — it’s the new normal that companies have to deal with right now. Picture this: you land in Amsterdam, book a car through an app, and instead of that usual whiff of gas, you catch the smell of fresh coffee from a nearby café — and yeah, that’s no accident. Cities across Europe, from Oslo to Barcelona, are going all-in on electric fleets, while local governments are speeding things up by rolling out zero-emission zones.
The big players aren’t sitting still either. Europcar just teamed up with Renault with plans to make 50% of their fleet electric by 2025 — we’re talking models like the MeganE and Kangoo Van. Meanwhile, Sixt is going after the premium crowd, adding the Tesla Model 3 and Porsche Taycan to their lineup in Germany and Austria.
Digital Innovation: From Booking to Smart Analytics
Tech isn’t just an add-on anymore — it’s the backbone of modern car rental. AI-powered platforms are already analyzing customer behavior to serve up personalized pricing. For example, if the system sees you usually rent compact cars for airport runs, it’ll automatically tailor deals that fit your habits.
But the real game-changer? Keyless entry and full app integration. Companies like Getmancar — along with a few rivals — are testing systems where you unlock the car via a QR code in the app, and payment gets charged automatically when you’re done. It’s faster, easier, and cuts down on fraud.
Sustainability as a Competitive Edge
Being eco-friendly isn’t just a nice-to-have anymore — it’s a selling point. Gen Z customers, in particular, are willing to pay more for carbon-neutral rentals. In response, companies are rolling out loyalty programs that reward you with points for choosing EVs or hybrids. Transparency is a big deal, too: people want to see the “eco footprint” of their trip.
Short-Term Rentals & Subscriptions: Flexibility Over Ownership
The pandemic reshaped how people feel about long-term commitments. Weekly rentals used to be the go-to, but now there’s growing demand for daily — even hourly — options. It’s a perfect fit for freelancers and digital nomads who see cars as tools, not trophies.
Car subscriptions are also taking off — a hybrid between rental and leasing. For a flat monthly fee, you get access to different models with the option to switch. Getmancar is currently piloting this service in Poland and the Czech Republic, offering packages that include maintenance and insurance.
Key Metrics for the European Car Rental Market (2023–2025 Forecast)
| Metric | 2023 | 2024 | 2025 |
|---|---|---|---|
| Market size, € billion | 28.4 | 30.1 | 32.6 |
| Share of EVs in rental fleets | 18% | 24% | 31% |
| Average rental price per day | €65 | €68 | €72 |
| Growth in online bookings | 62% | 67% | 73% |
| Share of subscriptions in revenue | 9% | 14% | 19% |
Regional Differences: Who’s Growing the Fastest?
Northern Europe is still leading the charge when it comes to EV adoption, while Eastern Europe is leaning more toward hybrids due to less-developed infrastructure. Getmancar, based in Poland, is tapping into this niche by offering hybrids at lower prices than many Western competitors.
Southern Europe, on the other hand, is focused on the tourist market. There’s growing demand for premium cars for resort travel. But tough competition is pushing companies to optimize pricing through dynamic models that adjust based on season and demand.
Forecast Through 2025: What’s Ahead for the Industry?
- Market consolidation. Smaller players will likely be acquired by larger networks as tech costs continue to rise.
- Partnerships with automakers. Direct deals with brands like Tesla and Renault will help bring down EV acquisition costs.
- Expansion of mobility-as-a-service. Car rentals will increasingly be part of ecosystems that include carsharing, scooter rentals, and last-mile delivery.
Experts believe Getmancar has a solid shot at breaking into the European top 10 by 2025 — if it keeps doubling down on digital services and strengthening its eco-friendly brand.
Hertz, for example, is testing out a “car-as-art” service in Spain — customers can rent vehicles wrapped in unique designs created by local artists. Meanwhile, Bucherer Leasing in Switzerland is going after a niche crowd, offering luxury electric vehicles with a personal concierge included.
The European car rental market is shifting from a one-size-fits-all service to a personalized, tech-driven, and sustainable experience. The companies that can blend innovation with flexibility are the ones that’ll stay afloat. For customers, that means more freedom, more transparency, and more accountability toward the planet.
As the CEO of Getmancar said in a recent interview:
“We’re not just renting out cars — we’re offering a new way to connect with the world.”
This article was prepared by the Autorentalinsider editorial team based on exclusive interviews, industry reports, and company data.