Ascar rent a car

What Ascar rent a car does

Ascar rent a car is a Romanian car rental operator run by S.C. Bookingcars Enterprise SRL (CUI RO38840641), headquartered in central Bucharest and active since 2013, with the legal entity collecting payments and branding under the SRL from November 25, 2020. The company serves primarily individual travelers and SMB customers in Romania, with physical offices at four major airports — Bucharest Henri Coanda (OTP), Cluj (CLJ), Iasi (IAS), and Brasov (GHV) — plus a downtown Bucharest pickup point and a return network spanning 30+ Romanian cities including Constanta, Timisoara, Sibiu, and Brasov.

Its core product is short- and long-term vehicle rental across multiple vehicle classes (Mini, Economy, Compact, Intermediate, Premium, SUV, Van, Electric) packaged in three tiers: Standard Rent (200 km/day limit, basic insurance with deductible), Relax Rent (full coverage, unlimited kilometers, min. 3 days), and Easy Rent (full coverage with app-based self-service pickup/return). The technology stack is consumer-facing rather than proprietary: an online booking system with multi-currency pricing (CVP currency service via a partner bank), Bosch vehicle telematics monitoring driving behavior, smoking incidents, GPS, and road events, a GoPad in-vehicle Samsung tablet offering GPS, offline maps, MiFi WiFi, and travel guides, and a mobile app for self-service pickup and return. The company is GDPR-registered with ANSPDCP as a data controller.

The revenue model combines per-day rental fees (subscription-style recurring), coverage product upsells (Relax/Easy), ancillary add-ons (child seats, GoPad, additional drivers, snow chains), cross-border and service fees (15€/day for international, 40€ after-hours, 80€ Meet&Greet), and penalty/administrative charges. GTM is digital-first direct-to-consumer: the ascar.ro website with location-specific landing pages is the primary acquisition channel, supplemented by Google Reviews social proof, blog content, newsletter capture, and high-touch direct communication via phone and WhatsApp. Long-term rentals (30+ days) are sold through a dedicated [email protected] channel, and Banca Transilvania credit card holders can pay in installments. Pricing is publicly disclosed, starting at 19€/day at airport locations with discounts up to 50% for longer durations, and the company employs 1-10 people.

Name

Ascar rent a car

Legal name

S.C. Bookingcars Enterprise SRL

Website

https://ascar.ro

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Ascar rent a car is a Romanian car rental operator serving individual and SMB travelers from four airport hubs (Bucharest, Cluj, Iasi, Brasov) and 30+ return cities, offering tiered short- and long-term rental packages with full-coverage insurance and app-based self-service pickup.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental and Leasing (53211), Passenger Car Rental (532111), Passenger Car Leasing (532112)

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

Keywords

• Car rental services
• Vehicle rental
• Airport car hire
• Long-term car rental
• Short-term car rental

Headquarters

HQ city

Bucharest

HQ country

Romania

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Fees: Core revenue from renting vehicles across multiple categories (Mini, Economy, Compact, Intermediate, Premium, SUV, Van, Electric) with pricing based on rental duration, vehicle class, and selected coverage package.
2. Insurance and Coverage Products: Revenue from coverage packages including Relax Cover (full insurance without excess), Standard Cover (with excess/deductible), and Easy Rent packages. Pricing varies by vehicle group and rental duration.
3. Accessories and Add-ons: Additional revenue from optional extras including child seats (10.95-12.95€/day), GoPad tablet/GPS/WiFi (8.95€/day), snow chains, roof racks, additional drivers (7.95-9.95€/day), and pre-washing services.
4. Cross-Border and Service Fees: Fees for international travel permits (Cross Border: 15€/day, min 125€), out-of-hours pickup (40€), Meet&Greet airport service (80€), priority line (50€), and one-way rental surcharges.
5. Penalties and Administrative Fees: Revenue from late return penalties, smoking fines (95€), improper fuel use, lost keys (302.50€+), special cleaning (95-200€), and traffic fine management (40€ per fine).
6. Long-Term Rentals: Monthly rental services for extended periods (30+ days), targeting individuals needing vehicles for extended travel, seasonal work, or while personal vehicles are being repaired.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ASCAR rents vehicles across Romania through three core packages (Standard Rent with mileage caps and deductible coverage, Relax Rent with full insurance and unlimited kilometers, and Easy Rent for app-based self-service with full coverage), served from four airport locations (Bucharest Henri Coanda, Cluj, Iasi, Brasov-Ghimbav) and a downtown Bucharest office, with 30+ partner return locations nationwide. The service spans short-term daily rentals and 30+ day long-term rentals, with options for chauffeur-driven service, in-vehicle GoPad GPS/WiFi tablets, child seats, snow chains, and additional drivers.

Product overview

ASCAR is a Romanian car rental company offering three core rental packages: Standard Rent (with mileage limits and deductible coverage), Relax Rent (full-coverage unlimited kilometers), and Easy Rent (app-based self-service with unlimited kilometers). The company operates from multiple airport and city locations across Romania including Bucharest OTP, Cluj, Iasi, and Brasov. Additional services include long-term rentals (30+ days), airport transfers, and chauffeur services. The product portfolio features add-on modules including GoPad GPS/WiFi tablets, child safety seats, snow chains, and seasonal promotional packages such as early booking discounts and weekend escape deals.

Differentiator

Problem solved

Functional benefit

Products and services

• Long-Term Car Rental Monthly vehicle rental service for periods of 30 days or more, with all-inclusive maintenance costs and flexible terms. Designed for individual customers needing extended vehicle access for personal travel, road trips, month-long vacations, replacement during repairs of personal vehicles, or seasonal work assignments. Booked through the dedicated [email protected] channel.
• Chauffeur Service Vehicle rental with professional driver provided for customer transportation needs. An alternative to self-drive rental for customers who prefer a chauffeured experience.
• Airport Transfer Service Airport-to-rental-location transfer service for car rental customers using Henri Coanda International Airport (Otopeni) in Bucharest. Supports the Meet&Greet pickup model under which agents meet arriving passengers and accompany them to the rental vehicle.

Quantifiable outcome

• Discounts up to 50% available on rental services
• +2 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• BoschcoreTechnology or IntegrationBosch provides vehicle monitoring technology including electronic devices that track driving behavior, smoking in vehicles, GPS location, and road events. Data processed through Bosch platform for contractual evidence and service improvement.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Localiza: Localiza is a large Latin American rental and fleet management player that has expanded into European markets. While not a direct Romanian competitor, it represents the kind of regional player that could enter the Romanian airport rental market and challenge Ascar's footprint.

Broad incumbents

• Avis Romania: Avis is a global car rental brand with airport branches in Bucharest and other Romanian cities. It competes with Ascar for the same leisure and business airport-arriving customers, offering comparable short- and long-term products.
• Hertz Romania: Hertz is one of the largest global rental brands and operates at Romanian airports, offering short-term self-drive rentals directly overlapping Ascar's core offering with the advantage of greater fleet scale and loyalty programs.
• Enterprise Rent-A-Car Romania: Enterprise operates a global rental network with Romanian branches, including airport service. Its broad portfolio of passenger car rentals overlaps directly with Ascar's short- and long-term rental products.
• Sixt Romania: Sixt operates a global premium car rental brand with airport presence in Romania. It overlaps Ascar directly at major Romanian airports but competes from a wider fleet and stronger international brand recognition.
• Budget Rent a Car Romania: Budget is part of the Avis Budget Group with Romanian airport presence. It targets price-conscious travelers in the same segment as Ascar's Standard Rent and entry-tier offerings.
• Thrifty Car Rental Romania: Thrifty is an international value-focused rental brand with Romanian airport branches, competing with Ascar in the leisure traveler segment at the main Bucharest and regional airports.
• Europcar Romania: Europcar is a multinational car rental operator present in Romania at airport and city locations. It competes in the same self-drive short-term rental segment as Ascar with a much larger fleet and broader corporate accounts.

Direct peers

• Autonom: Autonom is Romania's largest domestic car rental and operational leasing company, offering short- and long-term rentals across multiple Romanian cities and airports. It is Ascar's closest direct competitor in terms of geography, customer segments, and product breadth.

Regional players

• Touring Rent Auto: Touring Rent Auto is a Romanian rental operator with airport and city coverage comparable to Ascar. It targets similar tourist and business travelers and competes directly for short-term self-drive bookings.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AscarRomania
• Facebookfacebook.com/ascarrentacarro
• LinkedInlinkedin.com/company/ascar

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 Ascar rent a car