Naniko

What Naniko does

Naniko is a Tbilisi-headquartered car rental company operating under a hybrid owned-and-franchise model. The company traces its origins to CONCORD MOTORS, founded in 1994 in Georgia with five vehicles, and was rebranded internationally as Naniko in 2004 when its managers entered a joint venture with American partners. Naniko directly owns and operates offices in Tbilisi, Kutaisi, and Batumi, while the remainder of its footprint — offices and airport service points in countries such as Armenia, Azerbaijan, Kazakhstan, Uzbekistan, Belarus, Lithuania, Latvia, Ukraine, Italy, and Albania — is delivered through franchise partners. The company claims a franchise presence in 60+ countries across Europe, Asia, Africa, and North America.

The core product is a vehicle rental offering spanning economy sedans (e.g., Kia Picanto from 74 GEL/day in Tbilisi) through SUVs, minivans (e.g., Hyundai H1), and 4WD vehicles suitable for mountainous terrain. The technology layer is a web-based multilingual booking platform (English, Georgian, Russian) supporting real-time availability, online reservation, modification/cancellation, and franchise-managed local inventory; ancillary products include airport pickup/drop-off, chauffeur services with multilingual drivers, child seats, GPS, roof baskets and other accessories, one-way rentals, and bundled insurance (basic and health). Mobile operators provide 24/7 phone reservations, while SEO-optimized city landing pages and social channels drive top-of-funnel demand.

Naniko generates revenue from three streams: (1) vehicle rentals (self-drive and chauffeur) on daily, weekly, and long-term contracts; (2) franchise fees paid by partners operating Naniko-branded offices in their territories; and (3) ancillary services — accessories and one-way fees. Pricing is published in local currency with VAT and basic insurance included plus unlimited mileage, and includes a free-cancellation window of up to 48 hours before pickup. Customer segments are tourists and leisure travelers (primary), corporate clients including hotels and embassies, families and groups, and business travelers using long-term rentals.

Name

Naniko

Legal name

Naniko Rentacar

Website

https://naniko.com

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Naniko is a Tbilisi-based car rental company operating company-owned offices across Georgia and a franchise network spanning 60+ countries, offering self-drive and chauffeur vehicle rentals with multilingual online booking for tourists, corporate clients, and business travelers.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

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

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

akta.pro secondary industries

Chauffeur-Driven Car Rental (With Driver) (THADAAAG), Long-Term / Monthly Car Rental (THADAAAE), Chauffeured / Black Car & Executive Car Services (THACAIAC)

Keywords

• Car rental services
• Vehicle rentals
• Airport transfers
• Franchise car rental
• Chauffeur services

Headquarters

HQ city

Tbilisi

HQ country

Georgia

HQ region

Asia

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rentals: Core revenue from renting vehicles to customers on daily, weekly, and long-term basis. Includes both self-drive and driver services. Revenue based on rental duration and vehicle class.
2. Franchise Fees: Revenue from franchise partners who operate Naniko-branded car rental businesses in their territories. Franchisees pay for the right to use the Naniko brand, system, and operational support.
3. Ancillary Services: Additional revenue from accessories such as child seats, GPS navigators, roof baskets, bicycle carriers, snow chains, and other optional equipment. Also includes driver services and one-way rental fees.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Naniko is an international car rental company that rents vehicles ranging from economy sedans to luxury cars, SUVs, 4x4 jeeps, and minivans on a self-drive or with-chauffeur basis across owned and franchise-operated locations in Georgia and 60+ other countries. The service includes unlimited mileage, basic and health insurance, airport pickup and drop-off, optional accessories (child seats, GPS, roof baskets), and one-way rentals, supported by a multilingual online booking platform and 24/7 customer service.

Product overview

Naniko is a car rental company offering a unified platform of vehicle rental services. The core offering consists of car rental with vehicles ranging from economy sedans to luxury cars and 4x4 jeeps, available for self-drive or with professional drivers. The platform operates across franchise locations in multiple countries including Georgia, Armenia, Azerbaijan, Kazakhstan, Uzbekistan, Latvia, Lithuania, Ukraine, Russia, and several European countries. Additional services include insurance coverage (included in rental price), airport transfers, accessories (GPS, child seats), and one-way rental options. The company also offers an international franchise program for partners to establish Naniko offices in their regions.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Rental Services Core vehicle rental offering providing economy sedans, SUVs, luxury cars, 4x4 jeeps, minivans, and buses for self-drive or with-driver across owned offices in Georgia and franchise locations in 60+ countries. Includes unlimited mileage, basic and health insurance, and 24/7 customer support.
• Chauffeur / Driver Service Professional driver service available with vehicles for airport transfers, business trips, planned routes, and tourism; drivers communicate in Russian, Uzbek, and English.
• Airport Transfer and Pickup Service Vehicle delivery and collection at airports and customer-specified addresses, integrated into the car rental booking flow.
• Accessories Rental Add-on rental equipment including child seats, GPS navigators, roof baskets, bicycle carriers, snow chains, and MP3 devices.
• One-Way Rental Cross-city rental option allowing customers to pick up a vehicle in one city and return it in another, with fixed pricing displayed during booking.
• Naniko Franchise Program International franchise offering enabling local partners to open and operate Naniko-branded car rental offices in their country or territory, with brand rights, operational systems, and on-the-ground training support from experienced Naniko managers.
• Long-Term Rental Extended-duration vehicle rental for business trips, remote work stays, and multi-city travel, with pricing negotiated based on rental duration and vehicle requirements.

Quantifiable outcome

• Free insurance coverage for accidents, theft, and third-party liability included in rental price
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• American Partners (Joint Venture)coreStrategic or Co-development Partner · 1 January 2004In 2004, managers of CONCORD MOTORS together with American partners decided to found the joint international car rental company NANIKO. This partnership led to the creation of the Naniko brand and international expansion strategy.
• Concord GroupcoreStrategic or Co-development PartnerOriginal parent company founded in 1994 by enthusiastic founders of business association CONCORD GROUP. Created CONCORD MOTORS car rental company as the foundation for what would become Naniko.

Scale indicators4 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• EconomyBookings: Online car rental broker with deep coverage in Eastern Europe, the CIS, and Central Asia. Comparable to Naniko on price-led positioning, multilingual booking, and inbound tourist focus.
• GreenMotion: International car rental franchise brand operating across multiple emerging markets via franchisees. Highly comparable to Naniko in asset-light franchise model, geographic breadth, and price-sensitive customer focus.
• DiscoverCars: Online car rental aggregator and broker with strong presence in Eastern Europe, the Caucasus, and Central Asia. Directly comparable to Naniko in customer segment (inbound tourists), geography, and self-drive model.
• Localrent: Regional car rental aggregator with strong coverage in Georgia, Armenia, Azerbaijan, and other Caucasus destinations. Closest direct peer in geography, customer segment, and self-drive offering.
• Auto Europe: International car rental broker offering rentals in 30+ countries including Eastern Europe and Central Asia. Comparable to Naniko as a cross-border self-drive rental brand serving tourists with multilingual booking and airport pickup.

Emerging players

• Surprice Car Rental: Value-priced car rental brand operating in Mediterranean and Eastern European destinations. Comparable to Naniko on economy positioning, airport service, and inbound tourist customers.
• Centauro Rent a Car: European-focused car rental brand with airport locations across Southern and Eastern Europe. Comparable to Naniko on airport pick-up, multilingual booking, and self-drive focus, but with a different geographic anchor.

Broad incumbents

• Rentalcars.com (Booking Holdings): Global car rental meta-search platform covering 160+ countries. Competes with Naniko for the same inbound tourist customer, though it operates as an aggregator rather than a fleet-owning brand.
• Enterprise Rent-A-Car: World's largest car rental brand with a global airport and city network. Overlaps with Naniko in core self-drive car rental services and corporate client offerings, and competes for the same international tourist customers.
• Sixt Rent a Car: Major European-headquartered car rental brand with growing presence in Eastern Europe. Comparable to Naniko in offering premium and economy rentals with multilingual booking, but at vastly larger scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/naniko_com
• Facebookfacebook.com/nanikorentacar
• LinkedInlinkedin.com/company/naniko

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 Naniko