Dollar Thrifty

What Dollar Thrifty does

Dollar Thrifty (legal entity Sub Rosa d.o.o.) is a car rental operator headquartered in Split, Croatia, that has run since 1992 under founder Renato Miočić. Since April 2004, the company has operated under two licensed international brands, Dollar Rent A Car and Thrifty Car Rental, across Croatia, Slovenia, Bosnia and Herzegovina, Serbia, and Montenegro (the latter via partner network). The business runs a direct-to-consumer model with a 24/7 online reservation platform at subrosa.rent, complemented by ten-plus physical offices at major airports and city centers across the four core countries, plus one-way rental drop-off options at select EU airports (Venice, Budapest, Vienna, Munich, Frankfurt).

The core product is a daily and multi-day vehicle rental service spanning fleet categories from mini and economy (Opel Astra, Ford Focus, VW Golf, Renault Megane at 31 EUR/day) to luxury (Mercedes E-class Automatic at 105 EUR/day), supplemented by insurance add-ons (CDW/LDW, PAI, MCDW/SCDW, MTP/STP), equipment rentals (GPS, child seats), and one-way rental capability. The technology stack is a standard car rental operations system with online booking, Corvus Pay for PCI-DSS-compliant payment processing, WhatsApp Business for customer support, and Google Maps for location services. The company is GDPR-compliant and supports multi-currency transactions (EUR, BAM, RSD).

Revenue is generated from per-day rental fees, insurance products, additional driver fees, fuel charges, and equipment rentals, with all-inclusive pricing (taxes, unlimited mileage, basic CDW & TP insurance) to communicate transparency. The customer base is primarily tourists and individual travelers visiting the Balkans for leisure, with secondary segments in business travelers addressed via a dedicated Business Rental program and point-to-point demand addressed via a Chauffeur/Transfers service. The company is privately held, founder-controlled, with no external funding or parent company, and reports no public revenue figures.

Name

Dollar Thrifty

Legal name

Sub Rosa d.o.o.

Website

https://subrosa.rent

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

11–50 employees

Short description

Dollar Thrifty (Sub Rosa d.o.o.) is a Croatian car rental franchisee operating under the Dollar Rent A Car and Thrifty Car Rental licensed brands across Croatia, Slovenia, Bosnia and Herzegovina, and Serbia, serving primarily regional tourists and business travelers with daily vehicle rentals, one-way options, and online booking.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111), Automotive Equipment Rental and Leasing (5321)

SIC

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

akta.pro primary industry

Local City / In-Town Car Rental (THADAAAC)

Keywords

• Car rental services
• Vehicle rental fleet
• Airport car hire
• One-way rentals
• Business car rental

Headquarters

HQ city

Split

HQ country

Croatia

HQ region

Europe

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental: Daily and multi-day vehicle rental services with per-day pricing. Revenue generated from rental fees, insurance products, additional driver fees, fuel charges, and equipment rentals (GPS, child seats).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Dollar Thrifty Rent A Car, operated by Sub Rosa d.o.o., provides car and van rental services across Croatia, Slovenia, Bosnia and Herzegovina, and Serbia under licensed Dollar Rent A Car and Thrifty Car Rental international brands. The fleet spans from mini/economy to luxury vehicles, and all-inclusive pricing covers VAT, unlimited mileage, and basic CDW/TP insurance. Services include online 24/7 booking, airport and downtown pickup locations, cross-border one-way rentals, chauffeur/transfers, and dedicated business rental programs for corporate travelers.

Product overview

Dollar Thrifty Rent A Car (operated by Sub Rosa d.o.o.) is a car rental service offering a unified platform combining vehicle rental with online booking capabilities. The core offering is the Car Rental Service with integrated Online Reservation System, supplemented by add-on insurance products (CDW/LDW, PAI, MCDW/SCDW, MTP/STP) and equipment rentals (GPS, child seats). Additional services include Chauffeur/Transfers and Business Rental programs. The fleet spans from mini/economy to luxury vehicles, with one-way rental capabilities across the regional network. An Online Check-In feature enables pre-arrival processing. The company operates under Dollar Rent A Car and Thrifty Car Rental international licenses.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Rental Service Core car rental service offering vehicles from mini and economy to vans and luxury cars. Includes unlimited mileage, CDW and TP insurance, and all taxes in quoted prices. Serves tourists, individual travelers, and business clients across Croatia, Slovenia, Bosnia and Herzegovina, and Serbia.
• Business Rental Dedicated corporate car rental service for business travelers with tailored terms and dedicated support. Serves small and mid-sized corporate clients and individual business travelers needing flexible rental arrangements for work trips.
• Chauffeur / Transfers Service

Quantifiable outcome

• All taxes, unlimited mileage, and basic insurance included in displayed price

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Avis Budget Group: Global car rental incumbent with operations in Croatia and the Balkans. Notable because Dollar Thrifty's founder previously operated an AVIS sub-license in Dalmatia (1999), making AVIS a structurally and historically comparable peer.
• Hertz Global Holdings: Global car rental incumbent operating in Croatia and the wider region. Comparable airport-centric rental model and brand-licensed franchise structure; serves as both a direct competitor and a structural benchmark for global brand licensing economics.
• Europcar Mobility Group: Major European car rental brand with established presence in Croatia, Slovenia, and Serbia. Competes directly with Dollar Thrifty at airport counters and offers similar one-way and short-term rental products in the region.
• Sixt Rent A Car: Major European car rental incumbent with rapidly expanding presence in Croatia and the Balkans. Comparable on traditional airport and city rental, fleet breadth, and one-way services, but operates at much larger global scale than Dollar Thrifty.
• Enterprise Rent-A-Car: Global car rental incumbent with growing presence in Croatia and neighboring countries. Directly comparable business model (airport + in-town rental, broad fleet), but with vastly larger fleet and corporate account infrastructure.

Regional players

• NU Car Rentals (Slovenia): Slovenia-based independent rental company with Adriatic presence. Comparable regional peer on one-way rentals between Slovenia and Croatia, fleet scope, and tourist market focus.
• Uni Rent Croatia: Croatian-headquartered independent car rental company operating across Croatia and parts of the Balkans. Directly competes with Dollar Thrifty for tourist and one-way rentals on similar airport and city-center routes.
• Last Minute Rent: Croatian independent car rental company with multiple airport locations. Closest in scale and product mix to Dollar Thrifty in Croatia, targeting the same tourist and one-way rental demand.
• Autoturist (Dubrovnik): Long-established Croatian car rental company with strong presence in Dubrovnik and Dalmatia. Directly comparable on regional fleet rental, tourist customer base, and airport pickup operations.
• Surprise Rent a Car: Independent Croatian car rental company operating at major airports including Split and Dubrovnik. Competes directly with Dollar Thrifty on tourist rentals and price-sensitive segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/watch?v=gd9lDmBS9IY&feature=youtu.be
• Facebookfacebook.com/dollarthriftyrentacar
• LinkedInlinkedin.com/company/subrosa-group
• Instagraminstagram.com/dollar.thrifty_subrosa.group
• Xx.com/Dollar_Thrifty

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Dollar Thrifty