Location Legare
Location Legaré is a family-owned vehicle rental and sales company founded in 1973 in Quebec, operating three Greater Montreal branches with a fleet of 500-600 short-term and 800+ commercial vehicles, serving individual consumers and business clients.
- Company typePrivate
- Founded1973
- HeadquartersQuebec, Canada
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Location Legare does
Location Legaré is a privately held, family-owned vehicle rental and sales company headquartered in the Greater Montreal area of Quebec, Canada. Founded in 1973 by Jean Legaré, the company operates through three physical branches located in Montréal, Laval, and Saint-Constant, and serves both individual retail customers and commercial clients. The current fleet comprises approximately 500-600 vehicles dedicated to short-term rentals and 800+ vehicles allocated to long-term commercial rentals, supporting a multi-decade operating history and a self-reported customer satisfaction rate above 95%.
The company's core offering is organized into three revenue streams: short-term vehicle rentals targeting individual consumers, long-term commercial fleet rentals targeting businesses, and the resale of used vehicles drawn from the rental fleet. The rental fleet spans cars, SUVs, trucks, minibuses, and specialized units such as refrigerated trucks, elevated bucket trucks, and wheelchair-accessible vans, with the specialized categories serving as a differentiator against generalist rental competitors. The business is explicitly regional: service is limited to Quebec and the company does not operate in the United States.
The operating model is asset-intensive and traditional: revenue is generated by deploying owned vehicles across short-term and long-term rental contracts, with used vehicle sales providing a secondary channel and a fleet renewal mechanism. The company has scaled organically over five decades from a 25-vehicle founding fleet to 1,300+ vehicles today, with no documented external funding, acquisitions, or partnerships.
Location Legare firmographics
Firmographics- Name
- Location Legare
- Legal name
- Location Jean Légaré
- Website
- https://locationlegare.com
- Company type
- Private
- Founded year
- 1973
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Location Legaré is a family-owned vehicle rental and sales company founded in 1973 in Quebec, operating three Greater Montreal branches with a fleet of 500-600 short-term and 800+ commercial vehicles, serving individual consumers and business clients.
- Ownership category
- akta.pro rank
Location Legare industry classification
Industry- Product category
- Vehicle Rental Services
- NAICS
- Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (53212), Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321)
- SIC
- Services-Auto Rental & Leasing (No Drivers) (7510)
- akta.pro primary industry
- Utility / Service Body Truck Leasing & Rental (Bucket, Field Service, Telecom/Power) (TLABABAJ)
- akta.pro secondary industries
- Box Truck & Moving Truck Rentals (THADAJAB), Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH), Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH), Tow Trucks & Recovery Vehicles Leasing & Rental (TLABAEAF), Specialty Work Truck Rentals (e.g., tow, bucket, street sweeper) (THADAJAI)
Keywords
Where Location Legare is headquartered
LocationHeadquarters
- HQ city
- Quebec
- HQ country
- Canada
- HQ region
- North America
Offices3 records
Markets served
Location Legare business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Short-term Vehicle Rental: Daily, weekly, and monthly rental of cars, trucks, and specialized vehicles to individuals for personal use such as moving, travel, and transportation needs.
- Commercial Fleet Rental: Long-term and recurring rental services for businesses with customized rental plans. Fleet of 800+ vehicles including cars, SUVs, vans, cube trucks, and specialized vehicles for various commercial sectors.
- Used Vehicle Sales: Sale of used cars, SUVs, trucks, minibuses and specialized vehicles from their rental fleet. Vehicles subject to rigorous inspection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Pay-as-you-go | Individual rental - daily/weekly/monthly rates |
| Subscription | Multi-year contract | Commercial rental - customized plans |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels3 records
Location Legare product offering
Product offeringCore offering
Location Légaré rents cars, minivans, SUVs, minibuses, cargo vans, cube trucks (12-26 feet), and specialized vehicles (refrigerated, adapted wheelchair-accessible, elevated bucket trucks) for both individual consumers and commercial clients across the Greater Montreal area. The company also sells used vehicles from its fleet and rents moving accessories such as dollies, straps, and enclosed trailers. Three physical branches (Montréal, Laval, Saint-Constant) and online quote forms serve short-term personal rentals alongside long-term customized commercial fleet contracts.
Product overview
Location Legare is a Quebec-owned vehicle rental company operating since 1973, offering short- and long-term rentals of cars, trucks, and specialized vehicles from three locations in the Greater Montreal area (Montreal, Laval, and Saint-Constant). The product portfolio consists of a unified rental platform organized across passenger vehicles (compact cars, mid-size cars, full-size cars, full-size hybrid cars, minivans, compact SUVs, mid-size SUVs, full-size SUVs, executive vans, 8-passenger vans), minibuses (15-passenger and 21-passenger), commercial/truck vehicles (mini cargo vans, pick-ups, closed box pick-ups, cargo vans in 2/5-passenger and super cargo configurations, cube trucks ranging from 12 to 26 feet), and specialized vehicles (adapted minivans, elevated bucket trucks, refrigerated vans, refrigerated cube trucks in 14-foot gas and 16-foot diesel variants, cube trucks with freight elevators in 16-foot and 20-foot sizes, flatbed/float trailer trucks, and 6-passenger 14-foot cube trucks). Supporting offerings include moving accessories (dollies, straps, blankets, GPS), closed trailer rental, and used vehicle sales. Commercial customers benefit from flexible business rental plans, maintenance-free service, and dedicated 24/7 support across a fleet of over 800 vehicles.
Differentiator
Problem solved
Functional benefit
Products and services
- Passenger Vehicle Rental Rental of passenger vehicles for individual customers including compact cars (e.g., Toyota Yaris), mid-size cars (Chevrolet Cruze), full-size cars (Ford Fusion), full-size hybrid cars (Ford Fusion Hybrid), minivans (Dodge Grand Caravan), compact SUVs (Toyota RAV4), mid-size SUVs, full-size SUVs, executive vans with video/HDMI, and 8-passenger window vans. For personal use such as weekend getaways, daily transportation, family trips, and group travel.
- Minibus Rental Rental of 15-passenger minibuses (low, medium, and high roof configurations with luggage space) and 21-passenger minibuses (Class 4B licence required, diesel or gasoline, dual air conditioning, luggage compartment, with optional luxury leather seats). For group transport, events, and commercial shuttles.
- Cargo Van and Cube Truck Rental Rental of cargo and freight vehicles including 2-passenger mini cargo vans (~10 ft box), 3- or 6-seater pick-ups (8-ft box, including crew cab), closed box pick-ups with AWD, 2-passenger cargo vans (Econoline/Super Transit), 5-passenger cargo vans (~7.6 ft partition), super cargo medium-roof vans (~11-14 ft cargo length), and cube trucks from 12 to 26 feet (gasoline or diesel, with loading ramp on selected models). For moving, freight transport, equipment hauling, and commercial deliveries.
- Specialized Vehicle Rental Rental of specialized vehicles including wheelchair-adapted minivans (1-3 wheelchairs plus 1-5 passengers, integrated lateral ramp, lowered floor), elevated bucket trucks (wireless remote control, up to 35.9 ft / 10.9 m working height), refrigerated vans (bi-energy refrigeration, 4-15C or 10-20C ranges), 14-foot refrigerated cube trucks (gasoline, -10C to 20C), 16-foot refrigerated cube trucks (diesel, -10C to 10C), 16- and 20-foot cube trucks with hydraulic freight elevator, 16-foot flatbed/float trailer trucks (up to 9,500 lb payload with hydraulic platform), and 6-passenger 14-foot cube trucks. For cold-chain transport, accessibility, working at heights, and heavy material hauling.
- Moving Equipment and Accessories Rental Rental of moving accessories including 2-wheel dollies for boxes, 4-wheel dollies for furniture, moving straps, blankets, binders, portable GPS, locks, appliance dollies, and arrow signal lights. A 5 x 8 closed trailer is also available for additional transport capacity during moves.
- Commercial Fleet Rental Service Dedicated business rental program with a fleet of over 800 vehicles (cars, SUVs, vans, cube trucks, and specialized vehicles) offered under customized rental plans with maintenance-free service, premium client support, and 24/7 assistance. Serves the food industry, seasonal businesses, courier services, events, construction, film production, and other commercial sectors. Includes dedicated account representatives and volume discounts for multi-vehicle accounts.
- Used Vehicle Sales Sale of used cars, SUVs, trucks, minibuses, and specialized vehicles from the rental fleet, including makes such as Ford, Chevrolet/GMC, Chrysler, Jeep, Toyota, Nissan, Kia, Hyundai, and Volkswagen. Vehicles are subject to rigorous inspection and sold directly to buyers.
Quantifiable outcome
- Over 95% customer satisfaction based on two surveys
Companies that use Location Legare
Customer profileSegments3 records
Ideal customer profiles3 records
Location Legare technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Location Legare partnerships and signals
Strategic signalScale indicators5 records
Recent moves5 records
Expansion highlights3 records
Location Legare competitors and assessment
Company assessmentBroad incumbents
- Avis Budget Group: Avis and Budget brands operate consumer and commercial truck rental globally including in Quebec. Comparable on consumer car rental, commercial truck leasing, and specialty vehicles, though with broader geographic reach.
- Hertz: Global car rental incumbent with commercial fleet leasing (Hertz Commercial Vehicles) and specialty vehicle offerings. Operates across Montreal airports; broad incumbent competing for both retail and corporate accounts.
- Enterprise Rent-A-Car: Global incumbent offering consumer and commercial truck rental including specialty and long-term fleet leasing. Operates in Montreal, with materially greater scale and digital booking infrastructure — the principal broad competitor.
- Ryder System: North American commercial truck leasing and rental with dedicated fleet management services. Comparable on the commercial long-term rental and dedicated multi-vehicle contract business that Location Légaré runs for SMEs in Quebec.
- Sixt Rent a Car: European-rooted global rental incumbent expanding aggressively in North America. Comparable on full-line vehicle rental including commercial trucks; competes on digital booking experience and fleet modernity.
- Penske Truck Leasing: Major North American commercial truck leasing and rental operator serving enterprise fleets. Comparable on the long-term commercial truck rental and fleet management side, though focused on heavier-duty Class 6–8 trucks.
Direct peers
- U-Haul: North American leader in do-it-yourself moving truck and trailer rentals. Directly comparable on the box/cube truck rental side (cargo vans, 12–26 ft trucks, trailers) and on moving accessories.
- Discount Car & Truck Rentals: Canadian-headquartered car and truck rental operator with broad fleet coverage including commercial trucks. Closest national direct peer given shared Canadian market footprint and overlapping product mix of passenger and commercial vehicles.
Emerging players
- Turo: Peer-to-peer car-sharing platform operating in Canada. Comparable consumer rental business model; a digital-native entrant whose app-based booking and pricing transparency contrasts with Location Légaré's quote-based model.
Regional players
- CUBE Car Rental (Quebec): Quebec-based vehicle rental competitor focused on the Greater Montreal market. Operates in the same region with similar consumer and small-business focus, serving as a direct regional peer for local market share.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Location Legare social profiles
Digital presenceLocation Legare financial estimates
Financial estimateRevenue estimate
Valuation estimate
Location Legare leadership team
Management profileNumber of profiles
Profiles1 record
Location Legare funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Location Legare 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 Location Legare
What does Location Legare do?
Location Légaré rents cars, minivans, SUVs, minibuses, cargo vans, cube trucks (12-26 feet), and specialized vehicles (refrigerated, adapted wheelchair-accessible, elevated bucket trucks) for both individual consumers and commercial clients across the Greater Montreal area. The company also sells used vehicles from its fleet and rents moving accessories such as dollies, straps, and enclosed trailers. Three physical branches (Montréal, Laval, Saint-Constant) and online quote forms serve short-term personal rentals alongside long-term customized commercial fleet contracts.
Is Location Legare a public or private company?
Location Legare is a private company. It is classified as family owned and is currently operating.
When was Location Legare founded?
Location Legare was founded in 1973. It employs 11 to 50 people.
Where is Location Legare based?
Location Legare is headquartered in Quebec, Canada, in the North America region.
How does Location Legare make money?
Three revenue lines are on record. Short-term Vehicle Rental is the primary driver. The others are commercial Fleet Rental and used Vehicle Sales.
Who are Location Legare's main competitors?
Broad incumbents on record are Avis Budget Group, Hertz, Enterprise Rent-A-Car, Ryder System, Sixt Rent a Car and Penske Truck Leasing. Direct peers are U-Haul and Discount Car & Truck Rentals. Turo is listed as an emerging player. CUBE Car Rental (Quebec) is listed as a regional player.
Does Location Legare have an API?
No public API is recorded for Location Legare.
What industry is Location Legare in?
Location Legare's product category is Vehicle Rental Services. Its primary akta.pro industry code is TLABABAJ, Utility / Service Body Truck Leasing & Rental (Bucket, Field Service, Telecom/Power), with a secondary code of THADAJAB, Box Truck & Moving Truck Rentals. Its NAICS code is 53212 and its SIC code is 7510.