Drive Car Hire

What Drive Car Hire does

Drive Car Hire is a 100% Tasmanian family-owned car rental company (legally Donovan Group Pty Ltd) that has operated since the 1980s, providing vehicle rentals to leisure tourists, cruise passengers, and corporate visitors across Tasmania. The company operates from three locations — a heritage-listed headquarters at 92 Harrington St in Hobart, a contactless express collection point at Hobart Airport, and an on-demand shuttle service at Launceston Airport — with a geographic restriction that vehicles cannot be taken off the island. The fleet spans economy hatchbacks (Skoda Scala), SUVs and 4WDs (Hyundai Kona, Nissan X-Trail, Toyota RAV4 Hybrid), premium convertibles and sports cars (BMW 420i, BMW Z4, Porsche Boxster, Mustang GT V8), and electric vehicles (Tesla Model 3 AWD, Tesla Model Y, Ford Mustang Mach-E), making it the first car rental operator in Tasmania to offer EV rentals.

The underlying technology is a standard online booking system with contactless airport pickup, online pre-registration, and a lockbox-based key collection flow that bypasses traditional counter service. The company integrates with the Chargefox and Tesla Supercharger EV charging networks and supplies complimentary Chargefox cards to EV renters. Curated experience packages layer on top of the core rental offering, including the Tasmania Tesla Traverse (a six-night Tesla road trip bundled with stays at The Tasman, Freycinet Lodge, and Stillwater Seven plus dining credits, priced from A$6,800 for two) and the Electric Valley Escape (EV rental plus Mt Field Retreat stay-3-pay-2). Distribution is direct-to-consumer via the company website, walk-ins at the Hobart city office, airport collection, and concierge delivery to partner hotels.

Revenue is generated primarily through per-day vehicle rental fees (quote-based, not publicly disclosed), supplemented by premium package revenue (high-AOV bundled experiences) and partnership/affiliate revenue through accommodation and tourism operators. Marketing is multi-channel, anchored by strong review management (4.8/5 Google, 5.0/5 Trustpilot), event-driven discount codes aligned to Tasmania's festival calendar (Dark Mofo, Festival of Voices, Bicheno Beams), content marketing via travel guides, and partnerships with Tourism Tasmania and regional tourism bodies. The business holds Tasmanian Tourism Awards Silver (2022) and Gold (2025), Quality Tourism Australia sustainable tourism accreditation, and ATEC membership, supporting premium positioning within the Tasmanian visitor economy.

Name

Drive Car Hire

Legal name

Donovan Group Pty Ltd

Website

https://drivecarhire.com.au

Company type

Private

Founded year

1980

Operating status

Operating

Headcount range

1–10 employees

Short description

Drive Car Hire is a 100% Tasmanian family-owned car rental company operating since the 1980s from three locations (Hobart City, Hobart Airport, Launceston Airport), serving leisure tourists, cruise passengers, and corporate visitors with a diverse fleet including the first EV rentals in Tasmania.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

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

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

akta.pro secondary industries

Luxury SUV & Performance SUV Rentals (THADAMAC), Convertible & Roadster Luxury Rentals (THADAMAE), Luxury Sedan & Executive Car Rentals (THADAMAB), Specialty Vehicle Rentals (SUVs, Convertibles, 4x4) (THADAAAH)

Keywords

• Car rental services
• Vehicle hire
• Airport car rental
• Electric vehicle rental
• Tourist transportation

Headquarters

HQ city

Hobart

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental Revenue: Core revenue stream from renting vehicles to tourists and visitors. The company offers everyday vehicles, luxury sports cars, convertibles, SUVs, and electric vehicles on a per-day rental basis. Pricing is quote-based through their booking system.
2. Premium Package Revenue: Premium packages such as the Tasmania Tesla Traverse offering luxury road trips including vehicle rental, accommodation at premium hotels, and dining credits. Priced from $6,800 for two people for six nights.
3. Partnership Revenue: Revenue generated through partnerships with accommodation providers, tourism operators, and the Electric Valley Escape package combining EV rentals with Mt Field Retreat accommodation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Drive Car Hire provides short-term vehicle rental services to tourists and visitors to Tasmania from three locations (Hobart City, Hobart Airport, and Launceston Airport). The fleet spans standard hatchbacks and sedans, SUVs and 4WDs, electric vehicles (Tesla and Mustang Mach-E), and premium convertibles and sports cars, complemented by contactless airport pickup, multi-location flexibility, and curated road trip packages combining vehicle rental with premium accommodation.

Product overview

Drive Car Hire operates as a 100% Tasmanian-owned car rental company offering a diverse fleet of vehicles across three service tiers: standard everyday vehicles (hatchbacks, sedans), specialty vehicles (SUVs, 4WDs, people movers), and premium vehicles (convertibles, sports cars, luxury SUVs, electric vehicles). The core offering is supported by add-on services including express airport contactless collection, multi-location pickup/return flexibility, EV charging infrastructure via Chargefox network integration, and curated touring packages such as the Tasmanian Tesla Traverse and Electric Valley Escape. The company serves leisure travelers, cruise visitors, and corporate clients through locations at Hobart City, Hobart Airport, and Launceston Airport.

Differentiator

Problem solved

Functional benefit

Products and services

• Standard Vehicle Rental
• SUV and 4WD Rental Daily rental of SUVs and 4WDs (e.g., Hyundai Kona, Nissan X-Trail 7-Seater 4WD, Toyota RAV4 Hybrid) for families and adventure travel across Tasmanian terrain.
• Electric Vehicle Rental All-electric vehicle rental including Tesla Model 3 AWD Long Range, Tesla Model Y SUV, and Ford Mustang Mach-E, with complimentary Chargefox network access for EV renters.
• Premium Convertible and Sports Car Rental (Overdrive) Premium convertible and sports vehicle rental including BMW 420i, BMW Z4, Porsche Boxster 718, Mini Cooper S Cabriolet, Nissan 370Z, and Mustang GT V8 for scenic Tasmanian touring.
• Corporate Car Rental Business-focused vehicle rental with dedicated services for corporate travelers, including Range Rover Sport SE luxury SUV options.
• Tasmanian Tesla Traverse Luxury Road Trip Package Six-night luxury curated road trip package featuring Tesla rental combined with premium accommodation at The Tasman Hobart, Freycinet Lodge, and Stillwater Seven Launceston, including dining credits. Priced from $6,800 for two people.
• Electric Valley Escape Touring Package Self-drive touring package combining EV rental with Mt Field Retreat accommodation (Stay 3 nights, pay for 2) and complimentary EV charging for guests exploring the Derwent Valley region.

Quantifiable outcome

• 4.8/5 Google rating based on 608 reviews
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

17 partnerships are on record, tiered flagship, core and minor.

• The Tasman, Hobart (Luxury Collection Hotel)flagshipStrategic or Co-development PartnerPremium hotel partnership for Tasmania Tesla Traverse luxury road trip package. Two nights accommodation in Grand Heritage King room included, along with $300 dining credit at Peppina Restaurant and breakfast at Peppina Pantry.
• Freycinet LodgeflagshipStrategic or Co-development PartnerCoastal accommodation partner for Tasmania Tesla Traverse package. Two nights in Coastal Pavilion with $250 dining credit and a la carte breakfast at The Bay Restaurant.
• Stillwater SevenflagshipStrategic or Co-development PartnerPremium accommodation in Launceston featured in UNESCO City of Gastronomy. Package includes Premium King Suite, bottle of Tasmanian sparkling, and three-course dinner at Stillwater Restaurant.
• The Agrarian KitchencoreGTM or Marketing PartnerAward-winning restaurant and cooking school in New Norfolk. Drive Car Hire offers discounted car hire when booking tables or cooking classes. Also supports Guest Chef Program with vehicles.
• DoubleTree by Hilton HobartcoreGTM or Marketing PartnerCentral Hobart hotel partnership offering discounted car hire to guests. Hotel has 206 rooms, EV charging, and is 3 minutes from Drive Car Hire head office.
• West Coast Wilderness RailwayminorGTM or Marketing PartnerHeritage train adventure partner. EV charging available at Queenstown station. 3.5-4.5 hours drive from Hobart/Launceston to railway stations.
• Tahune AdventuresminorGTM or Marketing PartnerAdventure park in Southern Tasmania featuring airwalk, eagle hang glider, and forest experiences. 90 minutes from Hobart, 3h40m from Launceston.
• The RoxminorGTM or Marketing PartnerApartment-style luxury accommodation in Hobart CBD. Complimentary car delivery available by prior arrangement. Located at 160-162 Elizabeth Street.
• RathmoreminorGTM or Marketing PartnerHistoric farmstead accommodation in Tasmanian Central Highlands (Hollow Tree). Provides free EV charging for renters. 1 hour from Hobart.
• Riddle Me AdventurescoreGTM or Marketing PartnerSelf-drive mystery picnic tour experiences across Tasmania including Derwent Valley, Bruny Island, Huon Valley, Richmond, and Launceston. Ferry tickets included for Bruny Island tours.
• Picnic IslandminorGTM or Marketing PartnerExclusive private island off Coles Bay near Freycinet. All-inclusive accommodation for 8 guests operating off-grid. 2h40m from Hobart, 2h30m from HBA.
• Little Beach CominorGTM or Marketing PartnerEco-retreat eco glamping destination on East Coast at Chain of Lagoons. 3 hours from Hobart, 2h45m from HBA, 2 hours from Launceston.
• Mt Field RetreatcoreGTM or Marketing PartnerElectric Valley Escape package partner - Stay 3 nights, pay for 2 with FREE EV charging for guests. 10% discount on EV rentals with Drive Car Hire.
• Chargefox NetworkcoreTechnology or IntegrationEV charging network across Tasmania. Drive Car Hire provides Chargefox cards to EV renters. Tasmania has chargers every ~50km.
• Tesla Supercharger NetworkcoreTechnology or IntegrationTesla Supercharger network accessible to Tesla renters. Drive Car Hire EV promotion includes free charging on Tesla Supercharger and Chargefox networks up to $100.
• Bonorong Wildlife SanctuaryminorGTM or Marketing PartnerWildlife sanctuary near Hobart featuring Tassie devils, wombats, and wallabies. Less than 20 minutes from Richmond. Recommended as add-on to mystery picnic tours.
• Bicheno BeamsminorGTM or Marketing PartnerAnnual winter laser light show event in Bicheno (June 27 - July 25, 2026). Drive Car Hire promotes the event and offers transportation to the free family-friendly show.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Bargain Car Rentals: Australian value rental operator with locations across major cities. Competes on price-sensitive leisure rentals; comparable to Drive Car Hire's standard fleet tier but lacks premium, luxury, and EV specialization.
• Thrifty Car Rental Australia: Mid-market rental brand serving Tasmanian airports. Comparable business model targeting leisure and business travelers, though without Drive Car Hire's emphasis on local curation and EV leadership.
• Europcar Australia: European-headquartered car rental brand with Australian airport network including Tasmania. Overlapping customer base of tourists and corporate travelers, with comparable fleet breadth though less local specialization.
• Hertz Australia: Major international car rental brand with airport counters at Hobart and Launceston. Competes directly with Drive Car Hire for tourist rentals and offers a wide vehicle range, though lacks Drive Car Hire's local Tasmanian positioning and curated package offerings.
• Apex Car Rentals: Australia/New Zealand car rental operator with value positioning. Competes with Drive Car Hire for leisure travelers and offers similar one-way rental flexibility, though smaller brand presence in Tasmania specifically.
• Avis Australia: Global car rental brand operating at Tasmanian airports with both consumer and corporate segments. Direct competitor for premium and standard rentals, though differentiated by global loyalty program versus Drive Car Hire's local curation.
• Budget Rent a Car Australia: Value-positioned global brand with airport presence across Tasmania. Competes on price for economy rentals but lacks Drive Car Hire's luxury/EV/specialty fleet and Tasmanian partnership ecosystem.

Broad incumbents

• Sixt Rent a Car: Premium-positioned European rental brand with expanding Australian footprint including premium and EV vehicles. Overlaps with Drive Car Hire's Overdrive luxury tier and EV offerings, but operates at much larger scale across many countries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/drivecarhiretasmania

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 Drive Car Hire