Avis Iceland

What Avis Iceland does

Avis Iceland (legal entity ALP hf., Icelandic registration 540400-2290) is the Icelandic franchisee of the Avis Budget Group, holding exclusive licenses to operate the Avis, Budget, and Payless rental brands in Iceland, and having acquired Zipcar for the local market. Headquartered at Holtagarðar, Holtavegi 10, 104 Reykjavík, with 18 employees, the company operates 7 rental stations covering Keflavík International Airport, Reykjavík Airport (domestic), Akureyri, Egilsstaðir, and Höfn, plus additional regional station managers in Sauðárkrókur and Ísafjörður. The fleet spans passenger cars, 4WD/SUVs for F-road and highland access, electric vehicles (Renault Zoe, Hyundai Kona, Tesla Model Y), and special vehicles (vans/minibuses).

Core products include short-term rentals (1-28 days), long-term monthly rentals (30+ days, 1,650 km/month bundled with maintenance and insurance), the QuickPass pre-registration service, Avis Preferred loyalty, and bilasala.avis.is used-car sales. Insurance add-ons (CDW, Super CDW, Complete Protection Package, Sand & Ash Protection, Extended Roadside Assistance) and technology extras (GPS navigation with Icelandic character support, 4G in-car WiFi for up to 10 devices, child seats, additional drivers, fuel options) are upsold at the counter. Customer segments are international tourists (primary), corporate clients, government entities via Ríkiskaupa, and individual residents. The technical stack is standard fleet management integrated with global Avis booking systems, with vehicle GPS tracking used for theft/accident/breakdown/weather-warning purposes rather than for analytics. Analytics tooling is limited to Google Analytics, Adobe Analytics, Maxymiser A/B testing, and DoubleClick ad tracking.

The business model combines rental fees (subscription-style for monthly contracts, transactional for daily), insurance add-on transaction fees, and one-time used-car sales. Fleet insurance is underwritten by Tryg Forsikring (Norway). The company obtained Icelandic gender pay equity certification (jafnlaunavottun) at end of 2021 and is a signatory to the Icelandic Tourism Cluster / FESTA responsible tourism declaration. GTM is direct-to-consumer via avis.is, the phone line (591 4000), physical stations, and integration with the global Avis booking network, supplemented by Facebook and Instagram organic social and email marketing.

Name

Avis Iceland

Legal name

ALP hf.

Website

https://avis.is

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Avis Iceland (ALP hf.) operates 7 car rental stations across Iceland under Avis, Budget, Payless, and Zipcar licenses, serving international tourists, corporate clients, government, and residents with passenger, 4WD, and electric vehicles, plus insurance add-ons and long-term rentals.

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

Specialty Vehicle Leasing/Rental (Refrigerated, Tanker, Flatbed, Utility/Service Bodies) (TLABAHAE)

Keywords

• Car rental services
• Vehicle leasing
• Passenger vehicle rentals
• Long-term rentals
• Fleet management

Headquarters

HQ city

Reykjavík

HQ country

Iceland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Fees: Core revenue from renting vehicles to customers for daily, weekly, or monthly periods. Includes base rental rates plus charges for extras, fuel options, and insurance waivers.
2. Insurance Products: Revenue from insurance add-ons including CDW, Super CDW, Theft Protection, Sand & Gravel Protection, and Roadside Assistance
3. Car Sales: Sale of used rental vehicles from their fleet, marketed through bilasala.avis.is
4. Long-term Rentals: Monthly rental agreements for businesses and individuals including maintenance and insurance coverage
5. Add-on Services: Revenue from GPS navigation, WiFi devices, child safety seats, additional drivers, and fuel pre-purchase options

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Avis Iceland (ALP hf.) operates vehicle rental services under the global Avis brand across 7 locations in Iceland. The company provides short-term and long-term passenger car rentals across multiple vehicle classes, ancillary products such as insurance, GPS navigation, and child seats, and sells used former rental vehicles to consumer, corporate, and government customers.

Product overview

Avis Iceland (ALP hf) operates a car rental platform with multiple brands (Avis, Budget, Payless) offering vehicles across passenger cars, 4WD/SUVs, electric vehicles, and special vehicles (vans/minibuses). The core car rental service is complemented by the free QuickPass pre-registration and Avis Preferred loyalty programs, a suite of insurance add-ons (CDW, Super CDW, Complete Protection Package, Sand and Ash Protection, Roadside Assistance), technology extras (GPS navigation, in-car WiFi), child safety seats, additional driver options, and fuel services. The company also offers electric vehicle rentals (Renault Zoe, Hyundai Kona, Tesla Model Y), long-term and short-term rental programs, used car sales, and operates the Zipcar car-sharing service acquired by Avis. The portfolio spans self-drive tourism, corporate fleet management, and car sharing.

Differentiator

Problem solved

Functional benefit

Brands

• Zipcar: Car sharing service operated by Avis Iceland, offering vehicle access for business and individuals on an on-demand basis.
• Avis Preferred
• QuickPass

Products and services

• Short-term vehicle rental Daily and weekly passenger vehicle rentals across multiple classes (economy, compact, mid-size, SUV, luxury, van, and 4x4) for tourists, residents, and business customers, with pickup available across 7 Icelandic locations.
• Long-term vehicle rental Monthly and multi-month vehicle rentals for customers needing extended personal or business transport without ownership commitment, including replacement vehicles for residents whose own cars are being repaired.
• Used vehicle sales Sale of used passenger vehicles formerly operated in the Avis Iceland rental fleet, offered to retail buyers as a stand-alone vehicle purchase channel.
• Corporate rental program Dedicated corporate rental accounts with negotiated rates, consolidated billing, and account management for Icelandic business customers requiring ongoing vehicle access for staff travel and operations.
• Government rental program Vehicle rental services structured for Icelandic government and public-sector procurement, with contract-based pricing and invoicing suited to formal public-sector purchasing.

Named customers3 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Tryg ForsikringcoreOthersNorwegian insurance company (enterprise number 989 563 521, Folke Bernadottes vei 50, Bergen) providing insurance products for Avis Iceland's rental fleet, including CDW, TP, and WGP coverage.
• RíkiskaupacoreStrategic or Co-development PartnerIcelandic government procurement agency. Avis is a trusted partner for government vehicle rental needs, with expedited booking options for government employees and official travel.
• ZipcarminorStrategic or Co-development PartnerWorld's largest car sharing service acquired by Avis Budget Group. Offers vehicle access for business employees as an alternative to company car ownership, with usage-based billing.
• Icelandic Travel Industry AssociationcoreStrategic or Co-development PartnerAvis Iceland is part of the Icelandic tourism cluster and has signed a declaration for responsible tourism promoting sustainable travel practices.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Europcar Iceland: Icelandic franchisee of Europcar Mobility Group, operating at Keflavík Airport and city locations. Directly comparable in international tourist target market, fleet composition, and one-way rental capabilities between Icelandic stations.
• Lotus Car Rental: Icelandic car rental operator specializing in tourism with locations at Keflavík and downtown Reykjavík. Comparable in target market (international tourists), fleet mix (2WD/4WD), and insurance add-on offerings.
• Hertz Iceland: Icelandic franchisee of Hertz Global Holdings, operating at Keflavík Airport and across Iceland. Directly competes with Avis Iceland for international tourists at the same airport pickup points and offers a comparable premium fleet and short-term/long-term rental mix.
• Enterprise Iceland: Icelandic franchisee of Enterprise Holdings, providing passenger and commercial rentals across the country. Comparable in airport pickup, multi-vehicle-category offering, and corporate/government account focus that overlaps with Avis Iceland's enterprise segment.
• Blue Car Rental: One of the largest Icelandic car rental companies, headquartered in Iceland with airport and city locations serving international tourists and residents. Directly comparable to Avis Iceland in target market (tourists + locals), fleet composition (passenger cars, SUVs, vans), and product offering (short-term rental, insurance add-ons).
• Geysir Car Rental: Icelandic car rental company serving tourists with vehicles suitable for Ring Road and highland travel. Comparable in F-road/highland 4WD focus, Keflavík pickup, and insurance products tailored to Icelandic conditions.
• Sixt Iceland: Icelandic operation of Sixt SE, offering premium car rental at Keflavík Airport and key cities. Comparable in fleet quality, brand positioning, and airport-channel focus, competing head-to-head with Avis Iceland's premium Avis-brand offering.
• Thrifty Iceland: Icelandic franchisee of Thrifty (part of Hertz Global Holdings), operating value-segment car rental at Keflavík Airport. Comparable to Avis Iceland's Budget/Payless economy brand offering in targeting price-sensitive tourists.

Broad incumbents

• Hertz Global Holdings: Global car rental parent operating Hertz, Dollar, and Thrifty brands worldwide. A broad incumbent competing with Avis Iceland's brand at the global network level and providing Icelandic tourism referrals to its Iceland franchisee.
• Avis Budget Group: Global parent company of the Avis brand licensed to Avis Iceland. The broader group operates 5,500+ locations across 170+ countries and sets the strategy, technology platform, and brand economics that govern Avis Iceland's franchise relationship.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Bilaleiga
• Instagraminstagram.com/avis_iceland
• LinkedInlinkedin.com/company/avis-iceland

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

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 Iceland