Midway Car Rental

What Midway Car Rental does

Midway Car Rental (legal entity Midway Rent A Car, Inc.) is a privately held, Southern California-based vehicle rental company founded in 1972 and operating as the largest independently owned rental car operator in the region, with 1,500+ vehicles and 13-15 branches spanning Thousand Oaks to Santa Ana and Santa Monica to Downtown Los Angeles, including airport counters at LAX and Burbank. The company serves four primary customer segments — individual consumers (tourists and locals needing short-term rentals), corporate/business clients on negotiated annual rates with direct billing, the entertainment industry (film, TV, and commercial productions requiring picture cars and production vehicles, served for over 50 years), and long-term renters including exchange students, interns, and traveling professionals — through a mix of walk-in, phone, online, and mobile app reservations. Midway's product portfolio includes the core rental service, a dedicated VIP/concierge line (Midway Travel VIP), an entertainment division (Midway Studio Rental), a separate car sales operation (Midway Car Sales), and a leasing arm, all housed under the Midway Auto Group holding entity within the Hankey Group conglomerate.

The underlying technology stack is conventional for the rental industry: a proprietary online reservation system, a mobile application on iOS and Android supporting booking management and express checkout at LAX, a multilingual website (English, Korean, Simplified/Traditional Chinese, Spanish), and a Fleetit.co integration for automated toll and express lane charge processing. Shuttle service integration with the LAX Economy Parking system enables airport pickup. The company is CCPA-compliant and processes payments via standard credit/debit card deposits starting at $300. Revenue mechanics are diversified across per-day rentals, monthly subscriptions, annual corporate contracts (with direct billing and dedicated account specialists), project-based entertainment fees, premium VIP concierge services with 24/7 dedicated representatives, and vehicle remarketing sales.

Midway is part of the Hankey Group, a privately held diversified Los Angeles-based organization with over $1 billion in assets spanning automotive, finance, real estate, technology, and insurance, with leadership including Bret Hankey (Chairman and CEO of Midway Rent Car, also Vice Chairman/EVP of Westlake Financial Services), Gary Kolodziej (President of Midway Auto Group, ex-Enterprise Rent-A-Car), and other senior executives recruited from Enterprise Holdings. Distribution leverages the Virtuoso luxury travel network (preferred supplier since 2011), travel advisors, hotel concierges, the HyreCar carsharing marketplace for fleet utilization, and direct corporate sales outreach, in addition to organic digital and social channels. The company restricts operations geographically to Southern California (with a documented exclusion of Mexico) and was recognized as a Top Rated Workplace in Southern California by the Los Angeles Times B2B in 2023.

Name

Midway Car Rental

Legal name

Midway Rent A Car, Inc.

Website

https://midwaycarrental.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

101–250 employees

Short description

Midway Car Rental is a privately held Southern California vehicle rental company operating 13-15 branches with 1,500+ vehicles since 1972, serving individual consumers, corporate accounts, entertainment industry productions, and long-term renters through daily, monthly, and annual rental agreements plus VIP concierge services.

Ownership category

akta.pro rank

Product category

Vehicle Rental Services

NAICS

Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321)

SIC

Services-Auto Rental & Leasing (No Drivers) (7510)

akta.pro primary industry

Luxury Sedan & Executive Car Rentals (THADAMAB)

akta.pro secondary industries

Sports & Grand Touring (GT) Car Rentals (THADAMAD), Luxury SUV & Performance SUV Rentals (THADAMAC), Airport Car Rental (On-Airport Concessions) (THADAAAA), Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Long-Term / Fixed-Term Car Subscriptions (6–36 months) (THADACAD)

Keywords

• Luxury car rental
• Exotic car rental
• Corporate account rentals
• Entertainment industry rentals
• Long-term vehicle rental

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices14 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Infrastructure, Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Short-term Vehicle Rentals: Daily and weekly rental charges for sedans, SUVs, convertibles, muscle cars, vans, and exotic/luxury vehicles. Standard rental periods range from a single day to multiple weeks with rates varying by vehicle class, rental duration, and mileage allowances.
2. Long-term Rentals: Month-to-month rentals and extended stay arrangements for exchange students, interns, traveling professionals. Special negotiated rates for multi-car discounts when more than 3 cars are rented per month simultaneously.
3. Corporate Account Rentals: Negotiated corporate rates with set annual pricing, direct billing options, and dedicated account specialists for business clients. Monthly billing available with customized vehicle specifications.
4. Entertainment Industry Rentals: Specialized rental services for film, TV and commercial productions including picture cars, production vehicles, limousine services, with project-based pricing and rapid quotes.
5. VIP/Travel Partner Services: Premium concierge services including exclusive curbside delivery, vehicle make/model/color selection, VIP airport services, and 24/7 dedicated sales representative access for high-value clients and travel network partners.
6. Car Sales: Midway Car Sales division operates as a separate entity selling vehicles from the rental fleet.

Pricing tiers

Go-to-market motion3 records

Distribution channels8 records

Marketing channels7 records

Core offering

Midway Car Rental operates a fleet of 1,500+ vehicles for short-term daily/weekly and long-term monthly rentals from 13-15 branches across Southern California, including LAX and Burbank airports. Core offerings span economy to exotic vehicles (Ferrari, Lamborghini, Bentley, Mercedes-Benz, BMW, Tesla, Range Rover), with specialized sub-brands for entertainment industry production rentals, VIP/concierge travel services, and corporate accounts with direct billing. Booking is supported through a mobile app with LAX express checkout, online reservations, multi-language website, and vehicle delivery service.

Product overview

Midway Car Rental operates as Southern California's largest independently owned car rental company, offering a portfolio of interconnected services centered on its core luxury and exotic vehicle rental platform. The main Midway Car Rental service provides short-term rentals across 13-15 Southern California locations, complemented by specialized sub-brands including Midway Studio Rental for entertainment industry productions, Midway Travel VIP for premium VIP clients, and Midway Car Sales for vehicle remarketing. Additional service modules include Shuttle Service for airport transfers, Delivery Service for door-to-door vehicle drop-off, Corporate Account Rentals for business clients, and a Mobile App for self-service booking and management. The company positions itself as an alternative to major chain rental companies, targeting both individual consumers seeking luxury vehicles and corporate/entertainment industry clients requiring specialized rental arrangements.

Differentiator

Problem solved

Functional benefit

Brands

• Midway Car Sales: Car sales division of Midway Auto Group
• Midway Leasing
• Midway Studio Rental
• Midway Travel VIP

Products and services

• Midway Car Rental (Daily & Weekly Vehicle Rentals) Primary luxury and exotic car rental service from Midway with a fleet of 1,500+ vehicles including sedans, SUVs, convertibles, muscle cars, vans, and exotic supercars (Ferrari, Lamborghini, Mercedes-Benz, BMW, Tesla, Range Rover). Operates 13-15 Southern California locations serving individual consumers, business clients, and entertainment productions.
• Midway Studio Rental Specialized rental service for the entertainment industry — film, TV, and commercial productions — offering guaranteed picture cars, production trucks and vans, SUVs, competitive project bids, day rates, custom deliveries, and VIP baggage meets. The division has served the industry for over 50 years.
• Midway Travel VIP Premium VIP rental service featuring exclusive curbside delivery, vehicle make/model/color selection, 24/7 dedicated sales representative access, third-party billing acceptance, and a fleet including latest EVs and hybrids. Targets luxury travelers, travel network partners, and corporate VIP clients.
• Midway Car Sales Vehicle sales division of Midway Auto Group that remarkets and sells vehicles from the rental fleet to retail buyers, complementing the rental and leasing services.
• Long-term / Monthly Rentals Month-to-month rentals and extended-stay arrangements for exchange students, interns, and traveling professionals, with special negotiated rates and multi-car discounts when more than 3 cars are rented per month simultaneously; 60-day or longer rentals handled via concierge email.
• Corporate Account Rentals Business rental program offering negotiated annual rates, direct billing options, vehicle delivery to LA-area residences, hotels, or businesses, customized vehicle make/model/color requests, and dedicated account specialists. Targets corporate clients needing consistent, centralized fleet rentals.

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Five partnerships are on record, tiered flagship, community, strategic and core.

• Virtuoso Travel NetworkflagshipGTM or Marketing Partner · 1 January 2011Midway Car Rental has been a Virtuoso preferred supplier since 2011. They are recognized as the leading provider of VIP car rental services in Southern California with a focus on ultra-luxury travel.
• Meals on Wheels of West Los AngelescommunityOthersMidway Car Rental is a proud partner of Meals on Wheels of West Los Angeles. Every other week, employees from branch staff to corporate executives volunteer to deliver meals to those unable to prepare meals for themselves due to illness, disability or advanced age in the Westwood area.
• HyreCar Inc.strategicStrategic or Co-development PartnerPartnership with HyreCar Inc., the carsharing marketplace for ridesharing, food, and package delivery services. The partnership increases Midway's fleet utilization and addresses rising demand for vehicles on the HyreCar platform for commercial vehicle rentals.
• World's Best Travel Networks and HotelscoreGTM or Marketing PartnerPartnership with world's best travel networks and hotels who chose Midway for VIP transportation services. These partnerships help drive referrals of high-value customers seeking luxury car rentals.
• Entertainment Industry ProductionsflagshipChannel Partner/ Reseller/ DistributorServing film, TV and commercial productions for over 50 years with guaranteed picture cars, production trucks, vans and SUVs, custom deliveries, and VIP baggage meets.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hertz Global Holdings: Major global car rental company with significant airport presence, premium/luxury sub-brands (Hertz Prestige), and a used-vehicle sales channel. Closely comparable business model including luxury fleet exposure and fleet remarketing via rental car sales.
• Sixt Rent A Car: German-headquartered premium rental company with strong presence in premium and luxury vehicles in the US. Closest comparable on the luxury/premium positioning that Midway emphasizes, competing in the same SoCal airport and high-end segments.
• Avis Budget Group: Operates Avis, Budget, and Payless brands with strong airport and corporate account presence. Comparable in fleet mix, customer segments, and geographic coverage; competes with Midway for corporate and leisure rentals at LAX and Burbank.
• National Car Rental: Enterprise Holdings subsidiary focused on airport and corporate accounts with Emerald Club loyalty. Direct overlap in airport rental and corporate segment; competes for the same executive and corporate travelers Midway targets.
• Budget Rent A Car: Value brand under Avis Budget with leisure and airport presence. Competes with Midway on price-sensitive rentals and also shares the Beverly Hills operational heritage (Ken Kerzner, Midway's Managing Partner Emeritus, was previously President of Budget Rent A Car of Beverly Hills).

Emerging players

• Getaround: Peer-to-peer car-sharing platform with US presence including California. Represents the broader shift to peer-to-peer mobility that pressures traditional independent rental operators like Midway, particularly in the short-term consumer market.
• Turo: Peer-to-peer car-sharing marketplace with strong presence in California and a particularly deep luxury/exotic inventory. Competes with Midway in the exotic and luxury rental space, with a fundamentally different asset-light model.

Broad incumbents

• Enterprise Rent-A-Car: Largest US car rental company operating airport and neighborhood locations nationwide with broad fleet and corporate accounts. Directly comparable in core rental activity; Midway competes with Enterprise for corporate and consumer business in Southern California.

Others

• HyreCar: Carsharing marketplace for rideshare and delivery drivers. Existing partnership with Midway for fleet utilization; not a direct competitor but a complementary distribution channel for fleet placement.

Regional players

• Beverly Hills Rent-A-Car: Independent luxury and exotic car rental company headquartered in Beverly Hills, focusing on premium vehicles for the LA market. Direct head-to-head competitor in the same geography, especially in luxury/exotic rentals and VIP clientele.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MidwayCarRental
• YouTubeyoutube.com/channel/UCi5pqc4gb1XoXQjdLA5vhNA
• Facebookfacebook.com/34165423426
• Instagraminstagram.com/rentmidway/?hl=en
• LinkedInlinkedin.com/company/midway-car-rental

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midway Car Rental