Toyota Rent a Car

What Toyota Rent a Car does

Toyota Rent a Car (legal entity: Sociedad Rentacar Centroamericana, cédula jurídica 3-101-011098) is a privately held Costa Rican car rental company founded in 1969 and operating exclusively within Costa Rica. It claims 55 years of experience in the local car rental market and positions itself as a leading Toyota-brand rental provider, with 84% of its fleet composed of 2021–2023 model year vehicles spanning sedans, SUVs, 4x4s, pickup trucks, vans, and one electric SUV (BZ4X). The business runs 8 physical branches including counters at both of Costa Rica's international airports (Juan Santamaría and Daniel Oduber), supplemented by an online booking platform at toyotarent.com, WhatsApp, Telegram, phone, and walk-in reservations. Pricing is in US dollars, with daily/weekly/monthly rates, a 5% online prepayment discount, mandatory third-party liability coverage, optional CDW and theft coverage, and a tiered roadside-assistance package structure (Titanium, Silver, Gold).

The company's go-to-market is direct-to-consumer and targeted at international and domestic tourists, with a secondary B2B Corporate Rentals program offering fixed rates, credit terms, and free delivery within the Greater Metropolitan Area. Revenue is generated through daily vehicle rental fees, optional insurance and roadside coverage, and a broad set of ancillaries including driver/chauffeur service, prepaid fuel, GPS, Wi-Fi hotspots, child seats, surfboard racks, airport delivery/collection, and wedding services. The company is affiliated with international rental brands Green Motion and ACE Rent a Car for inbound referrals and holds the fourth tier of Costa Rica's CST sustainability certification, supports carbon offsetting through FONAFIFO, and carries the WTTC Safe Travels stamp. There is no proprietary technology platform, no public API, and no AI/ML capabilities disclosed; operational technology is limited to vehicle tracking devices, GPS units for rental, and standard web analytics tooling.

Name

Toyota Rent a Car

Legal name

Sociedad Rentacar Centroamericana

Website

https://toyotarent.com

Company type

Private

Founded year

1969

Operating status

Operating

Headcount range

11–50 employees

Short description

Toyota Rent a Car is a Costa Rica–based, privately held car rental company operating 8 branches (including two international airport counters) and a modern Toyota-led fleet, serving primarily international tourists and corporate clients with daily vehicle rentals, insurance, and ancillary services.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

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

SIC

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

akta.pro primary industry

Local City / In-Town Car Rental (THADAAAC)

akta.pro secondary industries

Corporate & Government Contract Car Rental (THADAAAJ), Long-Term / Monthly Car Rental (THADAAAE)

Keywords

• Car rental services
• Vehicle rental fleet
• Airport car hire
• Corporate car rental
• Short-term vehicle leasing

Headquarters

HQ city

Alajuela

HQ country

Costa Rica

HQ region

Latin America

Offices8 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Fees: The primary revenue stream is generated from daily vehicle rental fees, charged in US dollars. Customers can book online with prepayment for a discount or pay at the counter. Rental periods range from a minimum of 24 hours to a maximum of 30 days.
2. Online Prepayment Discount: Customers who pay online (Pay Now) at the time of booking receive a 5% discount on time and mileage rental charges. This incentivizes prepayment and reduces payment collection risk.
3. Insurance and Coverage Products: Mandatory Third-Party Liability (TPL) coverage is required for all rentals. Optional Collision Damage Waiver (CDW) and additional coverage packages (Silver, Platinum, Titanium, Gold) are available for purchase. Deductibles and security deposits apply.
4. Ancillary Services and Accessories: Additional revenue is generated from optional services including driver service, prepaid fuel, GPS/Wi-Fi rentals, child seats/boosters, surfboard racks, vehicle drop-off at alternative locations, and wedding services.
5. Corporate Rental Program: Corporate clients access vehicles under a program offering fixed rates, free delivery/collection within the GAM, overnight vehicle pickup, 30-day credit terms, free additional drivers, and free drop-off at any branch. Revenue is generated through negotiated daily, weekly, and monthly rental agreements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Toyota Rent a Car rents Toyota-brand vehicles and a select number of non-Toyota models to leisure tourists and corporate clients visiting Costa Rica. The service includes daily and long-term rentals, airport pickup and drop-off, insurance coverage (TPL, CDW, Theft Protection), and add-ons such as chauffeur service, baby seats, GPS, and Wi-Fi, delivered through 8 branch locations and counters at both Costa Rican international airports.

Product overview

Toyota Rent a Car is a car rental company operating in Costa Rica with 55 years of experience, offering a unified car rental service centered on Toyota-brand vehicles supplemented by a few non-Toyota models. The core product is the vehicle rental platform across 8 physical branch locations, with a fleet spanning multiple vehicle classes: compact sedans (Toyota Yaris), compact SUVs (Toyota Raize, Mitsubishi ASX), midsize SUVs (Toyota Corolla Cross), standard SUVs (Toyota RAV4), special 7-passenger SUVs (Toyota Rush), premium SUVs (Toyota Prado, Toyota Land Cruiser Prado Elite), pickup trucks (Toyota Hilux), vans (Toyota Hiace with 14-passenger capacity), an electric SUV (Toyota BZ4X), and a full-size elite SUV (Ford Expedition). Add-on modules include airport delivery and collection services, chauffeur/driver service, prepaid fuel, wedding services, premium car upgrades, roadside assistance packages (Titanium/Silver/Gold), and insurance products (Third-Party Liability, CDW, and Theft Protection). A dedicated Corporate Rentals Program offers B2B clients fixed rates, credit terms, free drop-off, and overnight vehicle pickup. Accessories such as baby seats, GPS units, Wi-Fi hotspots, and surfboard racks are also available for rent. The company operates an online booking platform but does not offer a public API.

Differentiator

Problem solved

Functional benefit

Products and services

• Toyota Yaris — Compact Sedan Rental A compact Toyota Yaris sedan rental suited for city driving and small groups visiting Costa Rica, typically accommodating up to 5 passengers with small luggage capacity. Targeted at budget-conscious tourists and business travelers needing economical urban and short-distance transport.
• Toyota Corolla — Standard Sedan Rental A Toyota Corolla standard sedan rental for tourists and business travelers who prefer a midsize, fuel-efficient vehicle for city and intercity travel in Costa Rica. Accommodates up to 5 passengers with standard luggage.
• Toyota Raize — Compact SUV Rental A Toyota Raize compact SUV rental for travelers needing slightly more space and ride height than a sedan, suitable for urban and light touring use. Seats up to 5 passengers with small luggage.
• Toyota Corolla Cross — Midsize SUV Rental A Toyota Corolla Cross midsize SUV rental offering more interior room and cargo space for families and small groups touring Costa Rica. Accommodates up to 5 passengers with luggage.
• Toyota RAV4 — Standard SUV 4x4 Rental A Toyota RAV4 standard SUV 4x4 rental suited for varied Costa Rican terrain including mountains and unpaved roads, with automatic transmission and seating for up to 5 passengers.
• Toyota Rush — 7-Passenger SUV Rental A Toyota Rush 7-passenger SUV rental for larger families and groups who need three-row seating on Costa Rican roads. Combines compact footprint with seven-seat capacity.
• Toyota Prado — Premium SUV Rental A Toyota Prado premium SUV rental for customers seeking a higher-end, more capable 4x4 for touring Costa Rica, suitable for both on-road and light off-road use, seating up to 7 passengers.
• Toyota Land Cruiser Prado Elite — Premium SUV Rental A Toyota Land Cruiser Prado Elite premium SUV rental in the Premium Fleet for weddings, special events, and high-end travelers who want the most prestigious Toyota SUV available.
• Ford Expedition — Full-Size Elite SUV Rental A Ford Expedition full-size elite SUV rental offered in the Premium Fleet for customers who need the largest available vehicle for groups, special events, or extended touring with maximum cargo capacity.
• Mitsubishi ASX — Compact SUV 4x4 AT Rental A Mitsubishi ASX compact SUV 4x4 with automatic transmission rental, offered as part of the non-Toyota fleet to provide additional 4x4 option for Costa Rican terrain.
• Toyota Hilux — Pickup Rental A Toyota Hilux pickup rental for travelers, surfers, and outdoor enthusiasts needing an open-bed vehicle for gear, surfboards, or rugged terrain access across Costa Rica.
• Toyota Hiace — Van Rental A Toyota Hiace van rental for large groups, family trips, and corporate shuttles needing 12-passenger capacity for transportation around Costa Rica.
• Toyota BZ4X — Electric SUV 4x4 Rental A Toyota BZ4X electric SUV 4x4 rental offered as an eco-friendly alternative in the fleet, catering to sustainability-minded travelers and early adopters of electric mobility in Costa Rica.
• Corporate Rentals Program A dedicated B2B rental program for companies and business clients featuring fixed rates, credit/payment terms, free pickup and delivery service, and account-based support. Targeted at Costa Rican and visiting corporations with recurring or short-notice executive transportation needs.
• Wedding and Special Event Vehicle Service A bundled wedding and special event service that pairs premium vehicles (Prado, Prado Elite, Ford Expedition) with chauffeur service for ceremonies and receptions. Marketed to couples, event planners, and family members organizing special occasions in Costa Rica.
• Airport Pickup and Drop-off Service A dedicated service delivering and collecting rental vehicles at Juan Santamaría International Airport (San José) and Daniel Oduber International Airport (Liberia), included with online bookings to provide arrival-and-departure convenience for air travelers.
• Chauffeur / Driver Service An add-on chauffeur and driver service providing professional drivers for customers who prefer not to self-drive, available across the fleet and commonly bundled with weddings and special events.
• Prepaid Fuel Option A prepaid fuel option allowing customers to pay for a full tank at pickup and return the vehicle without refueling, eliminating the need to find a gas station before drop-off.
• Roadside Assistance and Vehicle Replacement A roadside assistance service for breakdowns, flat tires, and mechanical issues, providing immediate help and vehicle replacement when needed to keep renters mobile throughout Costa Rica.

Quantifiable outcome

• 100% smoke-free fleet with quaternary ammonium disinfection between every rental
• +2 more outcomes

Segments2 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• FONAFIFO (National Fund for Forest Financing)coreStrategic or Co-development PartnerToyota Rent a Car compensates its carbon footprint through the purchase of Carbon Offset Credits from FONAFIFO, Costa Rica's National Fund for Forest Financing. FONAFIFO executes the national Environmental Services Program dedicated to forest preservation and recovery.
• ACAR (Asociación Costarricense de Autos Rentistas)coreGTM or Marketing PartnerToyota Rent a Car is a member of the Costa Rican Association of Rental Cars, the industry's primary trade organization in Costa Rica, which sets standards and represents members' interests.
• Green Motion and ACE Rent a CarminorChannel Partner/ Reseller/ DistributorToyota Rent a Car is affiliated with international car rental franchises Green Motion and ACE Rent a Car, which provide global brand recognition and customer referrals for international travelers.
• QUALITAS InsuranceminorOthersQUALITAS is the company's insurance partner for accident reporting. Customers involved in accidents are directed to call QUALITAS at 800-7825-4827 to report incidents.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Budget Rent a Car: International brand with Costa Rica airport counters, competing primarily on value pricing in the tourist and corporate channels served by Toyota Rent a Car.
• Enterprise Rent-A-Car: Global rental operator with Costa Rica presence. Compares on corporate account management and airport service, with greater scale and dedicated business-rental programs.
• Alamo Rent A Car: Major international leisure-focused brand operating in Costa Rica. Directly competes in the tourist self-drive segment with similar airport pickup flow and online booking experience.
• Thrifty Car Rental: International value-oriented rental brand with Costa Rica presence. Competes on tourist price points and airport pickup convenience, similar to Toyota Rent a Car's value-tier vehicles.
• Hertz Costa Rica: Global car rental incumbent with a long-standing Costa Rica footprint (Toyota Rent a Car itself was previously known as Hertz Costa Rica). Competes on the same airport counters and corporate accounts with greater fleet scale and a global loyalty program.
• Avis Costa Rica: International rental brand with Costa Rica operations. Overlaps in airport-based tourist rentals and corporate accounts, with a comparable fleet and digital booking flow.
• Sixt Rent a Car: International premium rental brand with Costa Rica airport presence. Overlaps in corporate accounts and tourist rentals, differentiating through newer fleet and premium vehicle mix.

Direct peers

• Adobe Rent a Car: One of the largest Costa Rica-headquartered car rental operators, with airport counters at Juan Santamaría and a comparable fleet serving international tourists and corporate clients. Direct overlap in geography, customer base, and product offering.
• Economy Rent a Car: Costa Rica-based rental operator competing head-to-head at both international airports and major tourist destinations. Directly comparable in target customer (tourists), fleet composition, and pricing tiers.

Emerging players

• Green Motion: Eco-focused international rental franchise already affiliated with Toyota Rent a Car. Competes in the same eco-tourism segment with a sustainability-led brand positioning.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/toyotarent
• Facebookfacebook.com/toyotarentacarcostarica
• LinkedInlinkedin.com/company/toyota-rent-a-car-costa-rica

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

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 Toyota Rent a Car