Avis Prestige

What Avis Prestige does

Avis Prestige is the UK luxury car hire division of Avis Budget Group, operating a curated fleet of prestige and premium vehicles from manufacturers including Audi, BMW, Jaguar, Land Rover, Mercedes-Benz, Porsche, Range Rover, Tesla, Volkswagen, and Volvo. The business runs nine owned depots across the UK, covering London (South Kensington and all Heathrow terminals), Manchester, Birmingham, Edinburgh, Glasgow, Inverness, and Aberdeen, with a complimentary Meet & Greet service at Heathrow and Manchester and bespoke delivery to hotels and homes. Its product set is anchored on short-term daily luxury rentals with all-inclusive transparent pricing (comprehensive insurance, GPS, additional driver, and roadside assistance bundled), supplemented by add-on lines including a Zero Excess waiver, child seats, fuel recharge, summer specials, long-term hire, and corporate services.

The underlying platform is a standard fleet management and online reservation system: customers request quotes online or via a dedicated reservations team, select pickup and drop-off locations across the network, and receive vehicles that have been inspected and documented prior to handover. A flight monitoring system adjusts vehicle preparation and Meet & Greet scheduling for delays, and a bespoke delivery logistics operation supports off-depot handovers. The revenue model is transactional, combining daily rental fees with ancillary charges (excess waiver, delivery, child seats, refuelling) and a £1,000-£5,000 deposit at rental start.

The go-to-market is direct-to-consumer for individual leisure and business travellers, supplemented by a B2B channel serving travel agents and concierge operators and a dedicated corporate services line. Marketing is content-led via the avisprestige.com website, blog, and destination travel guides targeting UK scenic routes. The business is a private division rather than an independent entity, with no public funding, M&A, or leadership change data disclosed.

Name

Avis Prestige

Legal name

Avis Prestige

Website

https://avisprestige.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Avis Prestige is the UK luxury car hire division of Avis Budget Group, offering a curated fleet of prestige vehicles from brands such as Porsche, Mercedes-Benz, and Range Rover across nine owned airport and city-centre depots, serving leisure travellers, corporate clients, and travel trade partners.

Ownership category

akta.pro rank

Product category

Luxury Car Rental Services

NAICS

Passenger Car Rental (532111), Passenger Car Leasing (532112), Automotive Equipment Rental and Leasing (5321)

SIC

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

akta.pro primary industry

Luxury Sedan & Executive Car Rentals (THADAMAB)

Keywords

• Luxury car hire
• Prestige car rental
• Airport car hire
• Executive car rental
• Corporate vehicle hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental: Short-term luxury vehicle hire with daily rental rates. Revenue generated from rental fees, with optional add-ons including excess reduction waivers, child seats, and delivery services. Standard inclusions (GPS, insurance, additional driver) provided as part of transparent pricing.
2. Excess Reduction Waiver: Optional daily payment to reduce or eliminate the excess charge (£1,000-£5,000 depending on vehicle) for damage coverage
3. Delivery and Collection Services: Charges for bespoke car delivery to hotels, homes, or locations outside standard depots
4. Child/Baby Seats: Optional child and baby seat provision at £35 per rental
5. Fuel Recharging: Refuelling service charge at £3.60 per litre when vehicle returned with less than full tank

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels4 records

Core offering

Avis Prestige rents luxury and prestige vehicles (Audi, BMW, Jaguar, Land Rover, Mercedes-Benz, Porsche, Range Rover, Tesla, Volvo, Volkswagen) to individual and corporate customers across the UK from nine airport and city centre locations. Standard rentals include unlimited mileage (on selected vehicles), comprehensive insurance, GPS, additional driver, and 24/7 roadside assistance, with optional add-ons such as airport Meet & Greet, bespoke delivery, child seats, and excess reduction waivers.

Product overview

Avis Prestige operates as a single luxury car rental service offering prestige vehicle hire throughout the UK. The core offering is the luxury car hire service, which includes a full fleet of premium vehicles from Audi, BMW, Jaguar, Land Rover, Mercedes-Benz, Porsche, Range Rover, Tesla, Volkswagen, and Volvo. The service is enhanced by complementary add-ons including Airport Meet & Greet Service (available at Heathrow and Manchester Airports), Bespoke Car Delivery Service, Zero Excess Option, Summer Special seasonal promotions, Long Term Car Hire for businesses, and Corporate & Business Services. All bookings include standard inclusions such as satellite navigation, comprehensive insurance, additional driver, 24/7 roadside assistance, and unlimited mileage on selected vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• Luxury Car Hire Service Full-service luxury and prestige car rental across the UK, offering premium vehicles from high-end manufacturers (Audi, BMW, Jaguar, Land Rover, Mercedes-Benz, Porsche, Range Rover, Tesla, Volkswagen, Volvo) with inclusive benefits such as satellite navigation, comprehensive insurance, additional driver, free cancellation, 24/7 roadside assistance, and unlimited mileage on selected vehicles.
• Corporate & Business Services Specialized corporate vehicle services including dedicated account management and flexible arrangements for business customers throughout the UK, catering to executive travel, client meetings, and corporate events.
• Long Term Car Hire Extended rental options for businesses requiring vehicles over periods exceeding standard daily rentals, with tailored terms and vehicle selection.
• Travel Agents & Concierge Partnership Dedicated service for UK and overseas travel agents and concierge operators requiring prestige vehicles for their clients as part of travel packages or concierge services.
• Summer Special Cars Seasonal promotional car hire offerings with no hidden extras on summer holiday rentals, providing prestige vehicles for vacation use.

Quantifiable outcome

• 30-60 minutes time savings compared to standard car hire process with Meet & Greet service
• +1 more outcomes

Named customers3 records

Segments3 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 and minor.

• BVRLA (British Vehicle Rental and Leasing Association)coreOthersAvis Prestige operates as a BVRLA member, adhering to their rental agreement terms and conditions. The company follows BVRLA recommended practices for the car rental industry, including their Code of Conduct and rental agreement standards.
• Travel Agents and Concierge OperatorsminorChannel Partner/ Reseller/ DistributorAvis Prestige works with UK and overseas travel agents and concierge operators who require prestige vehicles for their clients. This B2B channel provides booking arrangements for luxury car hire as part of travel packages or concierge services.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Enterprise Exotic Car Collection: Enterprise's Exotic Car Collection is a specialist luxury rental programme offered within select UK locations, providing a focused alternative to Avis Prestige's high-end fleet.
• Rhino Luxury Car Hire: A UK-based exotic and luxury car hire specialist offering supercars and prestige vehicles, comparable to Avis Prestige on product mix though smaller in scale and geographic reach.
• Hiyacar: A UK peer-to-peer and short-term car rental platform with a premium tier, representing an emerging alternative model to traditional luxury rental operators like Avis Prestige.

Direct peers

• Elite Rent-a-Car (UK): A UK-based luxury and supercar rental operator with chauffeur and self-drive options, directly comparable to Avis Prestige on vehicle class and customer profile.
• Clarendon Car Hire: Clarendon operates prestige and performance car hire in the UK with a curated fleet, sharing Avis Prestige's specialty market position and customer use cases.
• Hertz UK (Adrenaline Collection / Prestige Collection): Hertz UK's luxury and prestige divisions offer a directly comparable premium vehicle rental product across the UK, including airport locations and high-end brand fleets, making it the closest head-to-head competitor to Avis Prestige.
• Luxury Car Hire (luxurycarhire.co.uk): An independent UK-based luxury car hire specialist offering prestige brands and delivery services, directly competing with Avis Prestige in the same customer segments and geographies.

Broad incumbents

• Sixt UK: Sixt operates a broad UK rental network with a Premium and Luxury range, competing directly with Avis Prestige on prestige vehicles while also serving mass-market segments from a much larger global footprint.
• Europcar UK (Premium Fleet): Europcar's UK prestige and premium offerings overlap with Avis Prestige's executive and SUV categories, though Europcar serves a broader customer base across airport and city locations.

Regional players

• Auto Union Luxury Car Hire: Auto Union provides luxury and exotic car hire focused primarily in and around London, overlapping with Avis Prestige's central London and Heathrow depots in a more geographically concentrated footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/avisprestige

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 Avis Prestige