AmicoBlu

What AmicoBlu does

AmicoBlu is an Italian commercial vehicle rental operator, founded in 1997 as the van-and-truck brand of the Maggiore Group and operated today under Avis Budget Italia S.p.A., a subsidiary subject to the direction and coordination of US-listed Avis Budget Group Inc. The company specializes in renting vans (small, medium, large), refrigerated and isothermal vehicles, hydraulic-platform vans, tipper trucks, and pickup trucks, and was the first operator in Italy to launch an electric van rental (Citroen Berlingo Full Electric Van, February 2015). Its fleet also includes Mercedes-Benz Sprinter vehicles with Euro VI engines, and it offers ATP-certified refrigerated vans (FNAX 0/+4°C and FRCX -20/+18°C) for temperature-controlled food transport. Distribution is omnichannel: a self-service online booking platform on amicoblu.it (with a 10% online discount), call-center reservations, 130+ physical agencies at Italian airports, train stations, ports, and urban centers, and a dedicated corporate sales force.

The company monetizes primarily through short-term usage-based rental (hourly, daily, weekend, weekly, monthly formulas) supplemented by ancillary revenue from insurance upgrades (Super Serenity Pack), accessories (GPS, snow chains, additional driver), roadside assistance, and corporate fleet programs with consolidated billing. It serves a diversified customer base including SMEs and artisans (reached through the CNA association partnership), large enterprises (with customized programs and dedicated account management), private individuals for moves and personal transport, and specialized verticals such as food/perishables logistics and construction. Strategic partnerships with Arval (long-term rental), Alitalia Mille Miglia, Trenitalia (EcoRent and CartaFreccia), Live Nation, and credit-card issuers (American Express, Nexi, Cartimpronta) embed AmicoBlu in a broader Italian mobility and lifestyle ecosystem. Headquartered in Bolzano with a regional hub in Rome and additional offices across Milan, Bologna, Naples, Turin, Catania, Bari, Palermo, Cagliari, and Genoa, AmicoBlu is a domestically focused, asset-heavy rental operator whose growth is tied to Italian commercial transport demand and fleet renewal cycles.

Name

AmicoBlu

Legal name

Avis Budget Italia S.p.A.

Website

https://www.amicoblu.it

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

AmicoBlu is an Italian commercial vehicle rental company (founded 1997, part of Maggiore Group / Avis Budget Italia) operating 130+ agencies across Italy, renting vans, refrigerated vehicles, hydraulic-platform vans, trucks, and pickups to SMEs, large enterprises, and private individuals.

Ownership category

akta.pro rank

Product category

Commercial Vehicle Rental

NAICS

Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (532120), Automotive Equipment Rental and Leasing (5321)

SIC

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

akta.pro primary industry

Commercial Vehicle Rental with Driver (Crew/Delivery) (THADAJAL)

Keywords

• Commercial vehicle rental
• Van rental services
• Truck rental
• Electric van fleet
• Refrigerated van hire

Headquarters

HQ city

Bolzano

HQ country

Italy

HQ region

Europe

Offices11 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Short-term Commercial Van Rental: Core revenue stream from renting commercial vans (furgoni), trucks (autocarri), and specialized vehicles for periods ranging from hours to months. Revenue is usage-based with various rental formulas (daily, weekend, weekly, monthly) and optional mileage packages. Additional charges apply for extras, insurance upgrades, and fuel.
2. Corporate Fleet Solutions: Customized rental programs for businesses including dedicated rates, consolidated invoicing, fleet management integration, and preferential terms for SMEs and large enterprises.
3. Ancillary Services and Add-ons: Additional revenue from insurance coverage upgrades (Super Serenity Pack, damage/thetf waivers), accessories (GPS, additional driver, snow chains), roadside assistance, and specialized equipment rental.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

AmicoBlu rents commercial vans, trucks, and specialized commercial vehicles (electric, refrigerated, hydraulic platform, pickup) across Italy through an online booking platform and 130+ physical agency locations. The company serves both individual consumers (for moves, deliveries, recreational use) and businesses (SMEs to large enterprises) with flexible rental formulas ranging from hourly to monthly, alongside corporate fleet solutions and ancillary services like insurance, accessories, and moving assistance.

Product overview

AmicoBlu is an Italian van and commercial vehicle rental company founded in 1997 as part of the Maggiore Group (owned by Avis Budget Group). The company offers a comprehensive portfolio of rental solutions centered on its core van rental service (Noleggio Furgoni) with various vehicle categories including small, medium, and large vans, electric vans, refrigerated/isothermal vans, hydraulic platform vans, trucks (autocarri), and pickup trucks. The product portfolio is organized around rental formulas (Formula Night, Formula Weekend, Formula Settimanale, Formula Illimitata, AmicoBlu Tutto Compreso, Pomeriggio Amico, Stop&Go) that provide flexible pricing and mileage options, complemented by add-on services including insurance coverages (Super Serenity Pack, damage/theft protection), roadside assistance, additional driver options, accessories (GPS, thermal tires, snow chains), and moving assistance (AmicoBlu fa per te). Business-oriented offerings include dedicated solutions for companies (Soluzioni Azienda) and self-employed professionals (P.IVA & Piccole Imprese). All services are accessible through an online booking platform available at the company's 100+ agency locations throughout Italy.

Differentiator

Problem solved

Functional benefit

Products and services

• Van Rental (Noleggio Furgoni) Core commercial van rental service offering small, medium, and large vans for personal moves, business deliveries, equipment transport, and professional use, available through online booking and 130+ agency locations across Italy.
• Electric Van Rental Zero-emission electric van rental service featuring the Citroen Berlingo Full Electric Van (110 km/h, up to 170 km range) and Nissan e-NV200, enabling access to restricted ZTL city centers and free parking on blue stripes.
• Refrigerated/Insulated Van Rental

Quantifiable outcome

• Online booking discount: 10% savings when booking through official website
• +1 more outcomes

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• CNA ServiziPIÙcoreGTM or Marketing Partner · 9 October 2014Important commercial agreement with CNA (Confederazione Nazionale dell'Artigianato e della Piccola e Media Impresa) offering exclusive tariff discounts on van rental services reserved for CNA member businesses. Enables AmicoBlu to reach the SME and artisan market through CNA's member network.
• Live NationminorGTM or Marketing Partner · 4 April 2012Commercial agreement for concert and event marketing. Joint contests offering concert tickets to customers, co-branded promotions around major concerts (Negramaro, Madonna, Sting, Tiziano Ferro, Coldplay). 'Casa Maggiore' fan zones at concert venues.
• AlitaliacoreGTM or Marketing Partner · 1 January 2012Worldwide exclusive car rental partnership for Alitalia's frequent flyer program Mille Miglia. AmicoBlu/Maggiore is the only car rental company participating in the program, offering exclusive benefits to Alitalia passengers including special Fly&Drive rates. Access to National Car Rental network abroad.
• TrenitaliaminorStrategic or Co-development Partner · 1 December 2011EcoRent joint initiative providing electric vehicle rental (Peugeot iOn) to high-speed train passengers arriving in Rome or Milan. Vehicles delivered at train platforms for seamless train+car mobility. Part of sustainable mobility ecosystem.
• Arval (BNP Paribas Group)coreStrategic or Co-development Partner · 15 June 2011Long-term partnership for long-term rental services, with Arval offering vehicle leasing through Maggiore/AmicoBlu agencies. Locations branded as 'Arval Corner'. Combines short-term (AmicoBlu) and long-term (Arval) rental for comprehensive mobility solutions, particularly targeting SMEs.
• Gruppo Bipiemme (Banca Popolare di Milano, Banca di Legnano)minorGTM or Marketing PartnerCommercial partnership offering preferential rental rates on cars and vans to holders of Cartimpronta credit cards issued by the bank group.
• Avis Budget GroupcoreOthersAvis Budget Italia S.p.A. operates under Avis Budget Group Inc. (US parent) direction and coordination. AmicoBlu is a brand within the Maggiore network, which is part of the global Avis Budget Group.
• MaggiorecoreOthersAmicoBlu operates as the commercial van brand under the Maggiore Group umbrella. Maggiore handles auto rental while AmicoBlu specializes in van/truck rental, sharing agency network and infrastructure.
• Trenitalia CartaFrecciaminorGTM or Marketing PartnerLoyalty program partnership allowing CartaFreccia members to earn and redeem points on AmicoBlu van rentals.
• American Express (Various Cards)minorGTM or Marketing PartnerPartnership programs with American Express offering benefits to Carta Verde, Carta Oro, Carta Platino, Carta Centurion, and business card holders including discounts and special rates.
• NeximinorGTM or Marketing PartnerPayment and benefits partnership with Nexi providing special commercial rates for Nexi Business and Nexi Gold cardholders.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Europcar Mobility Group: One of Europe's largest vehicle rental operators with active commercial van and truck rental operations in Italy. Directly comparable on product (vans/trucks), target market (SMEs, individuals, corporate), and short-term rental model.
• Sixt: Global premium mobility provider with significant Italian presence and growing commercial vehicle fleet offerings. Comparable on van/truck rental, corporate solutions, and flexible rental formulas targeting both B2B and B2C.
• Hertz Italy: Global car rental brand with commercial vehicle offerings in Italy through Hertz Truck & Van. Directly competes with AmicoBlu on short-term van rental to SMEs and individuals across Italian cities and airports.
• Enterprise Mobility (Enterprise Rent-A-Car / Enterprise Truck Rental): Global rental giant with dedicated Enterprise Truck Rental division serving commercial customers. Comparable on van/truck rental, corporate fleet solutions, and airport/urban presence.
• Fraikin: European leader in commercial vehicle rental and leasing with Italian operations. Directly comparable on commercial truck/van rental, refrigerated fleet offerings, and corporate B2B focus.
• Petit Forestier: European specialist in refrigerated vehicle rental and leasing with Italian presence. Directly comparable on temperature-controlled commercial van offerings and food/cold-chain logistics customer base.

Broad incumbents

• Maggiore Rent (Avis Budget Italy sister brand): Sister brand under Avis Budget Italia S.p.A. specializing in passenger car rental while sharing agency network and infrastructure with AmicoBlu. Comparable on Italian footprint, distribution model, and customer base.

Regional players

• Sicily by Car: Italian-owned regional rental company with national coverage focusing on passenger and light commercial vehicles. Comparable on Italian market focus, SME/corporate customer segments, and competitive positioning.
• Locauto: Italian-based rental operator with nationwide locations offering cars and commercial vehicles. Comparable on Italian market specialization, agency network, and customer service model for SMEs and individuals.

Others

• Arval (BNP Paribas): Long-term vehicle leasing specialist and AmicoBlu's existing partner (Arval Corner branded locations). Comparable on commercial fleet management and SME corporate mobility, though focused on long-term lease rather than short-term rental.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/amicoblu

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 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 AmicoBlu