First Car Rental
First Car Rental is the largest proudly South African independent car rental operator, third-largest overall in the country, running ~9,000 vehicles across 60+ branches in South Africa, Namibia, Tanzania, Mauritius and Malta. It serves individual travellers, corporate accounts (Show&Go), and pre-owned car buyers with daily, long-term and transfer rental products.
- Company typePrivate
- Founded1999
- HeadquartersDurban, South Africa
- Headcount501–1,000
- GTM typeB2B and B2C
- OfferingServices
What First Car Rental does
First Car Rental is a South African car rental operator headquartered in Durban and the largest proudly South African independent in the sector, ranking third overall in the country. The company runs a fleet of approximately 9,000 vehicles across 60+ branches covering all major South African airports (OR Tambo, Cape Town, King Shaka, Lanseria, George, Bloemfontein, Nelspruit, Polokwane, Kimberley, East London, Port Elizabeth) and an international footprint spanning Namibia, Tanzania, Mauritius and Malta. Its service portfolio spans short-term daily rentals across 17 vehicle groups (economy, bakkie/pickup, SUV, minibus/van, executive), a long-term mini-lease product (30+ days from R231/day), a dedicated corporate Show&Go programme with sub-15-second self-service checkout, a direct transfer service, and a pre-owned vehicle retail programme (CarCart) monetising retired fleet vehicles.
The technology stack is a cloud-based rental management system delivered through a 3-step online booking flow claimable in under 30 seconds, native iOS and Android mobile apps, the FirstConnect member portal for booking and rental history management, and a self-service QuickCheckout kiosk system clocked at 12 seconds. The entire fleet is fitted with SANRAL e-tags enabling toll-gate pass-through. The business monetises through per-day unit pricing, ancillary transaction fees (GPS R150/day, additional driver R525, child seats R580, cross-border fees R1,300-2,200, contract fee R130, 13% airport surcharge), corporate recurring accounts, and one-time pre-owned vehicle sales. Distribution combines direct-to-consumer online booking and airport branches, enterprise corporate accounts, a flagship exclusive partnership with FlySafair airline spanning 15 destinations and 11 years, and local channel partners (Skylink Travel and Tours in Tanzania, partner operators in Namibia and Mauritius) for international markets.
First Car Rental is a wholly-owned subsidiary of Combined Motor Holdings (CMH), a JSE-listed diversified vehicle retail group, operating as CMH Car Hire (Pty) Ltd. It holds B-BBEE Level 2 status (51% black ownership, 31% black women ownership), which is a procurement advantage among South African corporates and government entities. Founded in 1999 originally as National Alamo, the company rebranded to First Car Rental in 2008 after Europcar acquired the Alamo franchise rights, and most recently exited a Sixt Rent a Car agreement in 2024 to concentrate on building its independent homegrown brand.
First Car Rental firmographics
Firmographics- Name
- First Car Rental
- Legal name
- CMH Car Hire (Pty) Ltd t/a First Car Rental
- Website
- https://firstcarrental.co.za
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Short description
- First Car Rental is the largest proudly South African independent car rental operator, third-largest overall in the country, running ~9,000 vehicles across 60+ branches in South Africa, Namibia, Tanzania, Mauritius and Malta. It serves individual travellers, corporate accounts (Show&Go), and pre-owned car buyers with daily, long-term and transfer rental products.
- Ownership category
- akta.pro rank
First Car Rental industry classification
Industry- Product category
- Car Rental Services
- NAICS
- Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Self-Drive Car Rental (THADAAAF)
- akta.pro secondary industries
- Long-Term / Monthly Car Rental (THADAAAE), Local City / In-Town Car Rental (THADAAAC), Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH)
Keywords
Where First Car Rental is headquartered
LocationHeadquarters
- HQ city
- Durban
- HQ country
- South Africa
- HQ region
- Africa
Offices16 records
Markets served
First Car Rental business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Short-term Car Rental: Core daily car rental services across multiple vehicle categories including economy cars, bakkies (pickup trucks), minibuses, and luxury vehicles. Charged per 24-hour cycle with various free mileage allowances.
- Long-term Car Rental (Mini Lease): Extended vehicle rentals for 30+ days at discounted monthly rates starting from R231 per day, including maintenance and support services such as regular servicing and roadside assistance.
- Corporate Car Hire (Show&Go): Dedicated corporate account program with fast-track checkout, pre-loaded customer information, and self-service rental options for frequent business travelers and companies.
- Pre-Owned Vehicle Sales: Sale of retired rental vehicles (12-24 months old) with low mileage (average 45,000 km), full service history, and well-maintained condition. Vehicles retired between 60,000-80,000 km.
- Transfer Services: Direct transfer booking services between airports, hotels, and destinations, providing ground transportation coordination for travelers.
- Ancillary Services and Fees: Additional revenue from GPS rental, child safety equipment, additional driver fees, cross-border fees, and various waiver options including tyre, windscreen, and hail damage waivers.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Monthly | Long-term rentals from R231/day |
| Unit Pricing | Pay-as-you-go | Standard daily rentals from R273/day |
| Transaction based/ take rate | One time/ perpetual license | Additional Driver Fee: R525 |
| Unit Pricing | Daily | GPS Rental: R150/day |
| Unit Pricing | One time/ perpetual license | Child Safety Equipment: R580 each |
| Transaction based/ take rate | One time/ perpetual license | Cross-border fees: R1300-R2200 |
| Transaction based/ take rate | One time/ perpetual license | Contract Fee: R130 |
| Transaction based/ take rate | One time/ perpetual license | Airport surcharge: 13% |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
First Car Rental product offering
Product offeringCore offering
First Car Rental provides short-term daily vehicle rentals across 17 vehicle groups (economy cars, bakkies, minibuses, SUVs, executive sedans) from 60+ branches in South Africa and international locations. It also offers long-term mini-lease rentals (30+ days), the Show&Go corporate self-service checkout programme, direct transfer services, and the CarCart pre-owned vehicle sales programme selling retired rental vehicles.
Product overview
First Car Rental operates a diversified car rental platform offering short-term daily vehicle hire, corporate account management through its Show&Go programme, long-term/mini-lease rentals, direct transfer services, and international rentals across Namibia, Mauritius, Malta, and Tanzania. The core offering spans 17 vehicle groups from economy hatchbacks and bakkies/pickup trucks to SUVs (compact through luxury 4x4) and minibuses/vans. Supporting services include a Quick Checkout system (clocked at 12 seconds), the Show&Go corporate self-service check-out (under 15 seconds), and a Pre-Owned Car Sales programme (CarCart) selling retired rental vehicles. Digital access is provided via a 3-step online booking system, native iOS/Android mobile apps, and the FirstConnect online customer portal. The company positions itself as the third-largest and largest independent car rental operator in South Africa, with approximately 9,000 vehicles across over 60 branches.
Differentiator
Problem solved
Functional benefit
Brands
- Show&Go: Corporate car hire product designed for fast-track business travel with self-service quick check-out in under 15 seconds.
- CarCart
- First Feeling
- FirstConnect
Products and services
- Short-Term Car Rental
- Show&Go Corporate Programme
Quantifiable outcome
- 12-second vehicle checkout time achieved through self-service QuickCheckout system
- +1 more outcomes
Companies that use First Car Rental
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
First Car Rental technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature4 records
First Car Rental partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered minor, flagship and core.
- Combined Motor Holdings (CMH) and Ford Global Philanthropy FundminorPartnership with parent company CMH and Ford Global's Philanthropy Fund to help rebuild Seatides Combined School in KwaZulu-Natal after tornado damage. Contributed to reconstruction of school's Administration Block as part of collaborative community rebuilding initiative with other corporate sponsors.
- Teachers Across Borders Southern Africa (TABSA)minorCSI partnership since 2011 supporting TABSA's annual training programme for rural teachers. First Car Rental sponsors vehicles (double cab bakkie and 8-seater buses) to assist volunteer teachers from the United States and local curriculum advisors travel between workshop sites in Eastern Cape and Free State. Initiative has trained over 4,500 teachers impacting more than 1.5 million learners.
- FlySafairflagshipFirst Car Rental is the exclusive car hire partner of FlySafair airline. The 11-year partnership provides FlySafair passengers with easy in-path booking of car rentals during flight booking and offers preferential car rental rates. FlySafair operates 170+ flights daily to 15 destinations across South Africa and beyond with First Car Rental branches at airport or conveniently nearby locations.
- Sunshine Ladies Tour / South African Women's OpencoreFirst Car Rental sponsors the Sunshine Ladies Tour including the SA Women's Open, supporting world-class women's golf in South Africa and championing growth of women's sports. Partnership aligns with company values of empowering women and commitment to local excellence.
- Skylink Travel and TourscoreLocal service partner operating First Car Rental locations in Tanzania including Dar es Salaam (Southern Sun Building and Julius Nyerere Airport), Arusha, and Zanzibar. Provides local operations, customer service, and ground logistics for international rental services.
- Namibia OperationsminorInternational partner providing car rental services in Namibia through firstcarrental.com.na with cross-border capabilities from South Africa.
- Mauritius Airport OperationsminorAirport car rental operations at Seewoosagur Ramgoolam International Airport in Plaine Magnien, Mauritius. Service available 5am-9pm daily with counter at car rental parkade outside Terminal arrivals.
Scale indicators6 records
Recent moves4 records
Expansion highlights6 records
First Car Rental competitors and assessment
Company assessmentBroad incumbents
- Thrifty Car Rental South Africa: Value-positioned international rental brand with South African airport presence; competes for price-sensitive travellers and corporate accounts at airports where First Car Rental operates.
- Hertz South Africa: Global car rental brand with South African airport and city locations; directly comparable airport self-drive rental offering but with the scale, global loyalty program, and international inbound traveler pull of a worldwide incumbent.
- Budget Rent a Car South Africa: Value-positioned global rental brand operating at South African airports; competes in the same value-conscious leisure and corporate traveler segment targeted by First Car Rental's economy fleet.
- Sixt Rent a Car South Africa: European-headquartered premium rental brand with South African presence; relevant competitor in the premium/luxury and corporate segments where First Car Rental fields executive sedans and SUVs.
- Avis South Africa: Global car rental brand operating across South African airports and cities; competes head-to-head with First Car Rental in self-drive and corporate rentals and benefits from Avis Budget Group's worldwide loyalty infrastructure.
- Europcar South Africa: International car rental brand with strong South African presence, including acquisition of the former National/Alamo franchise rights that triggered First Car Rental's 2008 rebrand; closest like-for-like competitor in airport and leisure rentals.
Direct peers
- Drive South Africa: South African rental broker and operator specialising in 4x4, SUV and cross-border leisure rentals; competes in adventure and cross-border niches overlapping First Car Rental's bakkie/SUV and Namibia offerings.
- Tempest Car Hire: South African independent car rental operator focused on value leisure and replacement rentals; closest domestic independent peer to First Car Rental in target customer and airport/off-airport distribution.
- Bidvest Car Rental: Corporate-focused South African rental brand within the Bidvest group; competes for enterprise and long-term contracts that overlap with First Car Rental's Show&Go and mini-lease offerings.
- Woodford Car Hire: South African independent car rental company serving airport and corporate accounts; comparable independent scale and customer mix, competing for similar self-drive and corporate accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
First Car Rental social profiles
Digital presenceFirst Car Rental financial estimates
Financial estimateRevenue estimate
Valuation estimate
First Car Rental leadership team
Management profileNumber of profiles
Profiles5 records
First Car Rental funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
First Car Rental M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about First Car Rental
What does First Car Rental do?
First Car Rental provides short-term daily vehicle rentals across 17 vehicle groups (economy cars, bakkies, minibuses, SUVs, executive sedans) from 60+ branches in South Africa and international locations. It also offers long-term mini-lease rentals (30+ days), the Show&Go corporate self-service checkout programme, direct transfer services, and the CarCart pre-owned vehicle sales programme selling retired rental vehicles.
Is First Car Rental a public or private company?
First Car Rental is a private company. It is classified as corporate owned and is currently operating.
When was First Car Rental founded?
First Car Rental was founded in 1999. It employs 501 to 1,000 people.
Where is First Car Rental based?
First Car Rental is headquartered in Durban, South Africa, in the Africa region.
How does First Car Rental make money?
Six revenue lines are on record. Short-term Car Rental is the primary driver. The others are long-term Car Rental (Mini Lease), corporate Car Hire (Show&Go), pre-Owned Vehicle Sales, transfer Services and ancillary Services and Fees.
Who are First Car Rental's main competitors?
Broad incumbents on record are Thrifty Car Rental South Africa, Hertz South Africa, Budget Rent a Car South Africa, Sixt Rent a Car South Africa, Avis South Africa and Europcar South Africa. Direct peers are Drive South Africa, Tempest Car Hire, Bidvest Car Rental and Woodford Car Hire.
Does First Car Rental have an API?
No public API is recorded for First Car Rental.
What industry is First Car Rental in?
First Car Rental's product category is Car Rental Services. Its primary akta.pro industry code is THADAAAF, Self-Drive Car Rental, with a secondary code of THADAAAE, Long-Term / Monthly Car Rental. Its NAICS code is 53211 and its SIC code is 7510.