Maggiore

What Maggiore does

Maggiore (legally Avis Budget Italia S.p.A., Bolzano, Italy) is one of Italy's oldest and largest car rental operators, founded in 1947 and operating as the Italian national subsidiary of Avis Budget Group Inc. (NASDAQ: CAR). The company runs a nationwide network of 150+ rental agencies covering every major Italian airport (Rome Fiumicino, Milan Malpensa, Milan Linate, Naples, Venice, Florence, Turin, Bologna, Catania, Palermo, and 30+ others), principal train stations (Roma Termini, Milano Centrale, Napoli Centrale, Firenze, Bologna, Verona, Padova), and city centers. With 251–500 employees, Maggiore serves individual consumers, corporate accounts, travel agencies, and self-employed professionals (P.IVA) through direct online booking, phone reservations, and physical counter service.

The product portfolio spans short-term daily rentals (compact cars through SUVs, minivans, electric and hybrid vehicles), subscription-style long-term rentals (Be Active Light at 1,500 km/month and Be Active Extensive at 3,000 km/month, minimum 31-day terms, price locked for 3 months), and specialty packages (City Move for urban weekday use, Relax & Go with bundled insurance and GPS). Differentiated technology features include QuickPass online check-in (pre-arrival paperwork registration), Select&Drive (guaranteed specific make/model reservation with 48-hour advance booking), SanyRent (proprietary fleet-wide sanitization using Würth-certified products, included at no charge), and eToll (electronic highway toll device at €20/day all-inclusive). Commercial vehicle rentals are operated under the wholly-owned AmicoBlu sub-brand. The Maggiore Club loyalty program (free, Silver-tier entry) and partnerships with ITA Airways, American Express, ACI, BancoPosta, Nexi, and CNA Flexyrent provide channel and demand-generation leverage. A Cross-Border add-on extends fleet usability to 28 European countries.

Maggiore generates revenue through a hybrid model: transactional daily/weekly rental fees as the core stream, recurring monthly subscription fees from long-term Be Active rentals, transaction-based fees on add-ons (GPS, additional driver, eToll, EV charging surcharges of €25.70+ VAT under 70% battery and €40.80+ VAT under 10%, young driver supplements, cross-border fees), and margin on optional protection products (CDW/SCDW/STP/PAI/SuperPAI/RSN packages). Pricing varies by vehicle group, rental duration, and pickup location type (airport surcharges apply). Antonio Cavalcanti serves as CEO Maggiore. No external funding rounds exist; the entity is wholly financed and directed by parent Avis Budget Group Inc.

Name

Maggiore

Legal name

Avis Budget Italia S.p.A.

Website

https://maggiore.it

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

251–500 employees

Short description

Maggiore (Avis Budget Italia S.p.A.) is a 1947-founded Italian car rental operator with 150+ agencies at airports, train stations, and city centers. It serves individual consumers, corporate clients, and travel agencies with short-term rentals, multi-month subscriptions, electric vehicles, and commercial vans under the AmicoBlu sub-brand.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental (532111), Passenger Car Rental and Leasing (53211)

SIC

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

akta.pro primary industry

Premium / Luxury & Exotic Car Subscriptions (THADACAH)

akta.pro secondary industry

Corporate EV Rental Programs & Charging Coordination (THADAOAK)

Keywords

• Car rental services
• Vehicle rental fleet
• Short-term rentals
• Long-term rentals
• Commercial van rental

Headquarters

HQ city

Rome

HQ country

Italy

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Fees: Core revenue from short-term and medium-term vehicle rentals charged on a daily or weekly basis. Includes various vehicle categories from compact cars to luxury SUVs, electric and hybrid vehicles, and vans. Rates vary by vehicle group, rental duration, and pickup location (airport, train station, city).
2. Long-term/Multi-month Rental: Monthly rental programs (Be Active Light and Be Active Extensive) with fixed monthly rates including insurance, road tax, maintenance, and roadside assistance. Minimum rental period of 31 days with price guaranteed for 3 months.
3. Supplemental Services and Add-ons: Additional revenue from supplementary services including GPS/navigation rental, additional driver fees, young driver surcharges, cross-border fees, eToll device rental, full fuel prepurchase, extra equipment (child seats, snow chains), and vehicle protection products.
4. Vehicle Protection Products: Optional coverage products including Super Cover (CDW+STP) for damage and theft waiver, glass coverage (LI), personal accident insurance (PAI), SuperPAI package, and roadside assistance packages (RSN).
5. Electric Vehicle Charging Services: Revenue from charging services when electric vehicles are returned below the required 70% battery level. Fees of €25.70 + VAT for returns under 70% and €40.80 + VAT for returns under 10%.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels5 records

Core offering

Maggiore rents passenger vehicles, vans, and electric/hybrid cars to consumers and businesses through 150+ agencies located at Italian airports, train stations, and city centers. It operates daily short-term rentals, multi-month subscription rentals (Be Active), electric-vehicle rental (E-City), and commercial vehicle rental under the AmicoBlu sub-brand. The offering is enhanced by online check-in (QuickPass), a vehicle-selection program (Select&Drive), a loyalty program (Maggiore Club), and add-on services such as insurance packages, GPS, eToll electronic toll payment, Cross-Border coverage, and roadside assistance.

Product overview

Maggiore is an Italian car rental company (operated as Avis Budget Italia S.p.A.) offering a comprehensive portfolio of vehicle rental services across Italy through 150+ agency locations. The core offering is short-term car rental with vehicles ranging from compact cars to SUVs and minivans. The company differentiates through technology-enabled services like QuickPass (online check-in), Select&Drive (specific model reservation), and Maggiore Club loyalty program. Specialty offerings include multi-month rental programs (Be Active Light/Extensive), electric vehicle rental (E-City), and city-focused packages (City Move). The product portfolio also includes add-on services such as insurance packages, GPS navigation, child seats, snow chains, eToll electronic toll payment, Cross-Border coverage, and the SanyRent sanitization system. Commercial vehicle rental is available through the AmicoBlu sub-brand. The offering is distributed across airports, train stations, and city center locations throughout Italy.

Differentiator

Problem solved

Functional benefit

Brands

• AmicoBlu: Van and commercial vehicle rental brand for transporti eccezionali, traslochi, and long-distance travel.
• Maggiore QuickPass
• Select&Drive
• Be Active
• E-City
• Maggiore Club
• SanyRent

Products and services

• Car Rental (Short-Term) Standard car rental service for short durations (daily/weekly), offering vehicles across categories from compact cars to SUVs, sedans, station wagons, minivans (7-9 seats), and electric/hybrid vehicles. Available to individual consumers and business customers through 150+ agencies throughout Italy.
• Maggiore Be Active (Multi-Month Rental) Long-term vehicle rental subscription formula for stays of 31 days or more in Italy. Available in two monthly tiers (Light and Extensive) with all-inclusive fixed monthly pricing covering insurance, road tax, maintenance, roadside assistance, and a second driver, with no deposit and no penalties for early return.
• City Move All-inclusive rental package tailored for weekday urban use, providing extended roadside assistance, discounted damage, theft and crystal coverage, and free cancellation as a bundled offer.
• Maggiore E-City (Electric Vehicle Rental) Electric vehicle rental service for urban and sustainable mobility, providing 100% electric cars (e.g., Jeep Avenger Electric, BMW iX1, Peugeot 2008 Electric) with access to a charging card network of more than 280,000 charging points across Italy and Europe.
• Van Rental (AmicoBlu) Commercial vehicle rental service operated under the AmicoBlu sub-brand, offering trucks, insulated vans, and hydraulic platform vans for moves, exceptional transport, long-distance travel, and business logistics needs across Italy.
• Select&Drive (Specific Model Reservation) Premium reservation service that lets customers choose a specific car make and model with guaranteed availability, available at major train station and airport locations when booked at least 48 hours in advance.
• Maggiore QuickPass (Online Check-In) Free online check-in service that lets customers pre-register their driver details and payment information via the website or email link before arriving at the rental counter, reducing wait times at pickup.
• Maggiore Club (Loyalty Program) Free loyalty program offering Silver-level enrollment with discounts, rewards, and member benefits such as complimentary snow chains for frequent renters of Maggiore vehicles.

Quantifiable outcome

• Free cancellation on all vehicle rentals
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core and minor.

• American ExpresscoreGTM or Marketing PartnerAmerican Express partnership offering special promotional rates and exclusive benefits for American Express cardholders. Joint marketing initiatives including co-branded promotional banners on maggiore.it.
• ITA AirwayscoreGTM or Marketing PartnerStrategic partnership with Italy's national airline providing exclusive benefits to ITA Airways customers. Includes special rental rates, integrated booking experiences, and co-marketing campaigns targeting airline passengers traveling to Italy.
• Avis Budget GroupcoreOthersMaggiore is a subsidiary of Avis Budget Italia S.p.A., which is subject to direction and coordination by Avis Budget Group Inc. The company operates under the Avis Budget Group umbrella, benefiting from global brand standards and operational support.
• ACI (Automobile Club d'Italia)minorGTM or Marketing PartnerPartnership with ACI (Automobile Club d'Italia) offering benefits to ACI members including special rates and club discounts on vehicle rentals.
• BancoPostaminorGTM or Marketing PartnerPartnership with BancoPosta offering special discounts and promotional rates for BancoPosta customers on car rental services.
• CNA FlexyrentminorGTM or Marketing PartnerPartnership with CNA (Confederazione Nazionale dell'Artigianato e della Piccola e Media Impresa) offering special vehicle rental programs for small businesses and artisans through the Flexyrent program.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Regional players

• Sicily by Car: Italian rental company with strong southern Italy and island (Sicily/Sardinia) presence; competes with Maggiore on inbound tourism rentals at overlapping regional airports.

Direct peers

• Locauto: Italy-focused independent rental company with airport and city presence; competes with Maggiore in the domestic short- and medium-term rental segment with similar fleet and pricing tiers.
• Leasys: Stellantis-owned Italian rental, subscription and leasing operator; directly competes in the multi-month subscription and corporate fleet space where Maggiore's Be Active products play.
• Autovia: Italian short- and long-term rental operator with nationwide presence; competes with Maggiore's Be Active multi-month program and standard airport/city rental offerings.
• Drivalia: Italian mobility company (CA Auto Bank / Crédit Agricole) operating car rental, leasing and subscription services including EVs; overlaps with Maggiore's Be Active subscription and E-City EV programs.
• Sixt SE: German-headquartered premium rental giant with significant Italian airport and city presence; competes head-to-head with Maggiore for leisure, business and premium rentals across Italy.
• Europcar: European rental leader with broad Italian footprint across airports, stations and cities; directly comparable fleet breadth and corporate/leisure segmentation to Maggiore.
• Hertz Italy: Italian operation of global rental brand Hertz, offering short- and long-term car rental through airport and city agencies in direct competition with Maggiore's network.

Broad incumbents

• Enterprise Rent-A-Car: Global rental giant with growing Italian airport and city network; broader portfolio than Maggiore with focus on city/insurance-replacement segment but overlapping corporate and leisure demand.
• Budget Rent a Car Italy: Avis Budget Group sister brand operating alongside Maggiore in Italy; targets value-tier leisure and corporate customers with overlapping fleet, channels and airport concessions, competing for the same underlying demand pool.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/MaggioreRent
• Facebookfacebook.com/info
• LinkedInlinkedin.com/company/maggiore-rent-spa

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Maggiore