In Automotive
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The Latest Trends in the Automotive Rental Industry


s technology evolves, customer preferences change, and sustainability becomes increasingly important, rental fleet managers must adapt to emerging trends. Automotive rental fleet managers face the constant challenge of staying ahead of the curve, adopting new technologies and strategies to increase efficiency, enhance the customer experience, and maintain a competitive edge.

Here’s a look at some key trends that are shaping the future of the automotive rental industry.

Shifting Towards Sustainability

As concerns about carbon emissions and fuel efficiency grow, customers are seeking more sustainable transportation options. Rental fleet managers are responding by increasingly incorporating electric and hybrid vehicles into their fleets to meet customer demands and reduce their environmental footprint. Seventy-eight percent of Americans would consider renting an electric vehicle as a way to test drive the technology before buying, according to a report from Verra Mobility. 

Rental companies that embrace electric and hybrid vehicles can attract environmentally conscious customers, reduce fuel costs, and contribute to a greener future. Beyond electric vehicles, rental companies are focusing on reducing their carbon footprint through sustainable practices. This includes using renewable energy sources, implementing efficient waste management systems, and adopting green building standards for office and garage spaces. Businesses will embrace more sustainable practices in the future as they not only benefit the planet but also enhance a rental company’s reputation.

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Rental companies that embrace electric and hybrid vehicles can attract environmentally conscious customers, reduce fuel costs, and contribute to a greener future.

Focus on the Customer Experience

Automotive rental companies are placing a greater emphasis on enhancing the customer experience, recognizing the importance of customer satisfaction in the competitive rental market. This focus is leading to the adoption of technologies like self-service kiosks, mobile apps, and personalized customer service solutions. Customers no longer have to wait in long lines to rent vehicles. User-friendly digital interfaces have made the process easier, faster, and more convenient.

Digital solutions enable companies to simplify and streamline the car rental process, improving customer satisfaction and boosting loyalty. Dealerware recently launched an integration with the Toyota App that simplifies vehicle rental experiences for Toyota customers. The integration gives Toyota customers a mobile tool for rental reservation management. Through the app, customers can create, modify and cancel reservation dates, times and vehicle choices. In the future we will see more streamlined, digital-first approaches to car rental as consumers increasingly shop online and seek quick and convenient shopping experiences.

Artificial Intelligence and Machine Learning

Artificial Intelligence (AI) and machine learning are being applied to various aspects of automotive rental fleet management, from predicting customer demand and optimizing pricing strategies to automating maintenance scheduling and identifying potential fraud. These technologies can enhance efficiency, reduce costs, and improve customer satisfaction. An AI dynamic pricing engine allows rental companies to react instantly to market conditions, capitalize on peak season periods, and improve and scale up their revenue. 

Due to advances in AI and machine learning, outdated, expensive, and time-consuming vehicle inspection processes can now be replaced with advanced automation techniques that allow companies to accurately detect defects on a vehicle and access the data in a matter of seconds. Digitizing vehicle inspection will accelerate the vehicle inspection process in the future and provide an accurate record of a vehicle’s condition throughout its journey, from the manufacturer to the end customer.

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Subscription-based rentals, car-sharing, and short-term leases are becoming popular alternatives to traditional long-term rentals.

Flexible Rental Models

As consumer behavior evolves, so do rental models. Consumers are increasingly looking for simple, affordable, and sustainable rental options. As a result, subscription-based rentals, car-sharing, and short-term leases are becoming popular alternatives to traditional long-term rentals, and this trend is expected to continue in the years to come. Automotive rental companies are adapting to this trend by offering shared mobility services, such as car sharing and subscription services, to complement their traditional rental offerings.

Additionally, new startups are emerging enabling entrepreneurs to build their own rental businesses. Car-sharing companies Turo and Getaround let people earn money by renting out cars they aren’t using. Customers can select and book cars just as they do with rental companies. On Getaround, about 70% of active cars are rented out by “power hosts,” people who own three cars or more, while several hosts rent out hundreds of vehicles. Many fleet owners start by renting out one vehicle and then grow over time, once they better understand the business requirements.

The future of the automotive rental industry is filled with opportunities for innovation and improvement. By embracing new technologies, prioritizing sustainability, and continually adapting to meet customer needs, fleet managers can navigate the evolving landscape with confidence and be well-positioned to succeed in the years ahead.

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