Value Van and Car Rental

What Value Van and Car Rental does

Value Van & Car Rental was a privately held, family-owned vehicle rental business that operated for 45 years in New Jersey before permanently closing in 2025. The company provided daily and multi-day rentals of cars (economy, compact, standard), SUVs (compact and midsize), and vans (12- and 15-passenger, cargo, and 7-passenger minivans) from two physical locations in Union and Newark, NJ. It served individual travelers, families, business travelers using Newark Liberty International Airport, group organizers needing large passenger vans, and customers needing cargo vans for moving purposes.

The underlying operation was straightforward: a fleet of mostly sub-two-year-old vehicles rented on per-day pricing with unlimited mileage and 24-hour roadside assistance included. Reservations were taken by phone, an online request form (with 24-hour business-day confirmation), and walk-ins; the Newark location additionally offered airport pickup/drop-off service for EWR (Mon-Fri 9AM-4PM, minimum 3-day rental). Distribution was exclusively direct-to-consumer through the two locations, phone lines, and the company website, with no third-party resellers or partnerships. Marketing relied on local SEO, a content blog, and social media (Facebook, Twitter).

Revenue mechanics were per-day rental fees on a transactional basis, augmented by ancillary charges such as a $5/day additional driver fee, a $15/day young driver surcharge for ages 21-24, collision damage waivers, and seasonal cancellation penalties. The company operated on a quote-based, non-publicly-disclosed pricing model with no loyalty program or subscription structure. Upon closure, customers were referred to Sensible Auto Rental, another family-owned NJ rental operator.

Name

Value Van and Car Rental

Legal name

Value Van & Car Rental

Website

https://valueautorental.com

Company type

Private

Founded year

1980

Operating status

Closed

Headcount range

11–50 employees

Short description

Value Van & Car Rental was a family-owned New Jersey vehicle rental operator offering cars, SUVs, and passenger/cargo/minivans from two locations in Union and Newark, plus Newark Liberty airport pickup, before closing in 2025.

Ownership category

akta.pro rank

Product category

Vehicle Rental Services

NAICS

Passenger Car Rental (532111)

SIC

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

akta.pro primary industry

Local City / In-Town Car Rental (THADAAAC)

akta.pro secondary industry

Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH)

Keywords

• Vehicle rental services
• Van rental services
• Car rental services
• Passenger van rental
• Airport car rental

Headquarters

HQ city

Union

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales

Revenue model

1. Vehicle Rental: Traditional vehicle rental model where customers pay daily or multi-day rates for temporary use of cars, SUVs, and vans. Revenue is generated through per-day rental fees with additional charges for optional services such as additional drivers ($5/day), young driver surcharges ($15/day for ages 21-24), and collision damage waivers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Value Van and Car Rental was a New Jersey-based, family-owned vehicle rental company that rented vans, cars, and SUVs to consumers in the Newark and Union, NJ areas. The fleet included 12- and 15-passenger vans, cargo vans, 7-passenger minivans, economy/compact/standard cars, and compact and midsize SUVs, with unlimited mileage, 24-hour roadside assistance, free customer parking, and an airport pickup service for Newark Liberty International Airport. The company operated for 45 years before closing in 2025.

Product overview

Value Van and Car Rental is a New Jersey-based car and van rental company offering a diverse fleet of vehicles across three main categories: van rentals (including 12-passenger and 15-passenger passenger vans, cargo vans, and minivans), car rentals (economy, compact, and standard vehicles), and SUV rentals (compact and midsize). The company provides additional services including airport rental pickup/drop-off at Newark Liberty International Airport, unlimited mileage on all rentals, and 24-hour roadside assistance. With locations in Union and Newark, NJ, the company primarily serves the greater New Jersey area and has been in operation for 45 years before closing.

Differentiator

Problem solved

Functional benefit

Products and services

• 12-Passenger Mid Roof Van Rental

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Sensible Auto RentalminorOthers · 1 January 2024After 45 years in business, Value Auto Rental closed and referred customers to Sensible Auto Rental, another family-owned van and car rental company. This is not a formal partnership but a customer referral arrangement upon business closure.

Scale indicators3 records

Recent moves5 records

Expansion highlights1 record

Emerging players

• Zipcar: Car-sharing platform with a presence in the Newark/NJ area. Adjacent rather than strictly competitive, but represents an evolving mobility alternative that pressures traditional local rental operators like Value Van, particularly for short urban and airport-area trips.

Broad incumbents

• Dollar Car Rental: Value-tier national rental brand with airport counter presence. Overlaps with Value Van's economy and compact car rental offerings, particularly for the airport-pickup customer segment.
• Budget Rent A Car: Value-oriented national rental brand with Newark Liberty airport presence. Competes for economy and standard car rentals as well as SUV rentals with Value Van's compact and standard vehicle tiers.
• Enterprise Rent-A-Car: Largest U.S. car rental company with significant presence at Newark Liberty International Airport and across New Jersey. Overlaps broadly with Value Van's traditional car rental, SUV, and van offerings but operates at a vastly larger scale with full digital and app-based booking.
• Avis: Major U.S. car rental brand with airport counter presence at Newark Liberty. Directly competes with Value Van for the business-traveler and airport-leisure segments, offering a similar mix of cars and SUVs through a national digital booking platform.
• Hertz: Global car rental incumbent with a major Newark Liberty counter. Competes with Value Van for airport-driven leisure and business rentals and offers a comparable car/SUV product set, though without the same depth of 12- and 15-passenger van specialization.
• Thrifty Car Rental: National value-brand rental company often co-located with Dollar at major airports. Competes for the same budget-conscious leisure and group travelers that Value Van served via its Newark airport pickup service.

Direct peers

• U-Haul: National truck and cargo van rental brand that competes directly with Value Van's cargo van and moving-relocation use case. While U-Haul's core product is trucks, its cargo van offering and NJ coverage target the same 'moving and relocation' customer segment referenced in Value Van's customer base.
• Penske Truck Rental: National truck and cargo van rental operator with NJ locations. Competes directly with Value Van's cargo van and moving-assistance use case, serving both consumer and commercial customers in the same regional market.
• Sensible Auto Rental: Family-owned van and car rental company in New Jersey that directly received referred customers from Value Van & Car Rental upon its closure. Operates a comparable fleet of passenger vans, cars, and SUVs in the same NJ market with a similar local, multi-generational operating model.

Market position

Strengths2 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/intent/follow?source=followbutton&variant=1.0&screen_name=ValueCarRental
• Facebookfacebook.com/valuevanandcarrental
• LinkedInlinkedin.com/company/value-van-and-car-rental

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 Value Van and Car Rental