Renting Colombia

What Renting Colombia does

Renting Colombia S.A.S. is a Colombian multi-brand vehicle leasing and fleet management company founded in 1997 and headquartered in Medellín, operating as a wholly-owned subsidiary of Grupo Cibest (the Bancolombia financial group). The company serves three primary customer segments — individuals (persona natural), SMEs (empresas/PYMEs) and large corporates (corporativo) — with a bundled monthly canon (rental fee) product that covers vehicle use, insurance, maintenance, taxes and administrative management under 12–48 month contracts, and a separate short-term daily/weekly rental line operated under a master franchise agreement with Brazilian multinational Localiza across 19 Colombian cities and 40 agencies with roughly 8,000 vehicles.

The company's technology stack centers on a fleet telemetry and management platform (real-time vehicle tracking, driver behavior monitoring, fuel administration) sold as an add-on to enterprise clients, a customer-facing web portal (app.rentingcolombia.com) for transactions, billing and self-service, and a multi-tier pricing structure (Esencial, Premium, Élite) that includes electric and hybrid SKUs alongside combustion models. Disclosed proprietary features are operational rather than AI-led, with no patents, no public API, and no documented ML products.

Renting Colombia's business model is dominated by recurring subscription canon revenue from long-term contracts, supplemented by usage-based short-term rental income (Localiza), transaction-based used-vehicle sales (Usados Renting Colombia) and professional services for fleet management. Distribution combines a 4-office owned physical network in Medellín, Bogotá, Cali and Barranquilla, an inside-sales advisory team, a self-serve digital portal, and the Localiza franchise and e-commerce channel; marketing spans content, social, WhatsApp, email and sector events such as Agrofest. Customer concentration appears diversified across named enterprise logos including Argos, Ramo, Bureau Veritas, Adecco, Novasep, Grupo Atlas and Cotel, with EcoVadis top-15% global sustainability ranking used as a positioning asset.

Name

Renting Colombia

Legal name

Renting Colombia S.A.S.

Website

https://rentingcolombia.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Renting Colombia S.A.S., a subsidiary of Grupo Cibest (Bancolombia Group), provides multi-brand vehicle leasing and fleet management to individuals, SMEs and large corporates in Colombia through long-term subscription contracts, the Localiza short-term rental franchise, and used-vehicle sales.

Ownership category

akta.pro rank

Product category

Vehicle Leasing & Fleet Rental Services

NAICS

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

SIC

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

akta.pro primary industry

Consumer/Private Lease & Subscription (Personal Contract Hire) (TLABAAAC)

akta.pro secondary industries

Corporate/Enterprise Car Leasing (Closed-End/Open-End) (TLABAAAA), Long-Term / Monthly Car Rental (THADAAAE)

Keywords

• Vehicle leasing services
• Fleet management solutions
• Short-term car rental
• Corporate mobility solutions
• Used vehicle sales

Headquarters

HQ city

Medellín

HQ country

Colombia

HQ region

Latin America

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Long-term Vehicle Rental (Renting): Core revenue stream from medium to long-term vehicle leasing (12-48 months) where customers pay a monthly canon (rental fee) for use of vehicles. The canon can be fixed or variable and may include bundled services such as insurance, maintenance, taxes, and administrative management.
2. Short-term Vehicle Rental (Localiza): Daily and monthly vehicle rental service operated under the Localiza franchise brand. Customers rent vehicles for periods from 1 day up to 12 months without permanence clauses. Pricing is typically usage-based per day or month.
3. Used Vehicle Sales (Usados Renting): Sale of pre-owned vehicles from their rental fleet after lease completion, providing a secondary revenue stream and enabling fleet renewal.
4. Fleet Management Services: Additional services including telemetry/monitoring, fuel administration, and other fleet operational services sold to enterprise clients as add-ons to base rental contracts.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Renting Colombia provides multi-brand vehicle renting (long-term leasing) and short-term rental services to individuals, SMEs, and large corporations in Colombia, bundling insurance, maintenance, taxes, and administrative management into a monthly canon. The company also sells pre-owned vehicles from its rental fleet and offers fleet management add-ons such as telemetry and fuel administration.

Differentiator

Problem solved

Functional benefit

Brands

• Localiza: Short-term vehicle rental service (alquiler por días) for individuals and corporate clients, operated as a franchise of Localiza Rent a Car. Offers vehicles for daily, weekly, or up to 12-month rental periods.
• Usados Renting Colombia

Products and services

• Long-term Vehicle Renting (Renting Colombia) Medium to long-term multi-brand vehicle leasing (12–48 months) where customers pay a monthly canon covering vehicle use plus bundled services such as insurance, maintenance, taxes, and administrative management. Available in three plan tiers (Esencial, Premium, Elite) for individuals and customized corporate plans.
• Short-term Vehicle Rental (Localiza) Daily, weekly, and monthly vehicle rental service operated under the Localiza franchise brand with no permanence requirement. Customers rent vehicles for periods from 1 day up to 12 months, with usage-based pricing per vehicle category. Available to individuals and corporate clients at 40+ agencies and via the Localiza Colombia website.
• Used Vehicle Sales (Usados Renting Colombia)

Quantifiable outcome

• Companies can reduce fleet-associated costs by up to 13%
• +3 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• LeasePlan: Major international vehicle leasing and fleet management company (now owned by ALD/SocGen). Comparable business model in long-term operational leasing, corporate fleet outsourcing, and used-vehicle remarketing through CarNext.
• Localiza Rent a Car: Brazil-based global vehicle rental giant and franchisor of Renting Colombia's Localiza sub-brand. Directly comparable in short-term car rental operations; also offers fleet outsourcing and used-car sales, overlapping with Renting Colombia's long-term renting and Usados businesses.
• ALD Automotive: One of the world's largest operational leasing and fleet management companies (Société Générale group). Comparable on multi-country corporate fleet leasing, full-service rental bundles, and integrated fleet management services — a direct global analogue to Renting Colombia's enterprise offering.
• Avis Budget Group: Global car rental brand with corporate fleet leasing and used-vehicle sales. Comparable in providing branded rental services to both consumer and corporate customers, with similar multi-tier fleet offerings.
• Arval (BNP Paribas): Global corporate fleet leasing and mobility services provider under BNP Paribas. Directly comparable in long-term operational leasing, multi-brand fleet management, and bundled insurance/maintenance offerings for enterprise customers across multiple geographies.
• Sixt SE: Global mobility services provider combining short-term rental, long-term leasing, and fleet management. Comparable in integrated vehicle rental and leasing offerings across consumer and corporate segments.
• Europcar Mobility Group: Major European car rental and leasing operator with global presence. Comparable business model in short-term rental and corporate fleet leasing, and a relevant benchmark for international expansion ambitions.
• Hertz Global Holdings: International car rental brand with corporate and consumer offerings, fleet leasing, and used-vehicle remarketing. Comparable across short- and long-term rental categories.

Regional players

• Leasing Bancolombia: Leasing arm of Bancolombia (parent of Renting Colombia via Grupo Cibest). Overlaps with Renting Colombia in corporate leasing/financial products in Colombia, though more financial-leasing oriented while Renting Colombia focuses on operational renting.

Direct peers

• Toyota Renting Colombia: OEM captive renting program offering Toyota-branded long-term vehicle subscription in Colombia. Directly competes with Renting Colombia in the operational renting space, particularly for consumers and SMEs preferring a single-brand solution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@localizacolombia3014
• Facebookes-la.facebook.com/LocalizaColombia
• LinkedInlinkedin.com/company/localiza-rent-a-car-colombia
• Instagraminstagram.com/localiza_colombia/?hl=es

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Renting Colombia