Hertz Lietuva

What Hertz Lietuva does

Hertz Lietuva, legally operated through UAB "Autolux," is the Baltic States franchisee and operating partner of the global Hertz, Dollar, and Thrifty car rental brands, headquartered in Vilnius, Lithuania. The company delivers a multi-tier fleet services platform comprising (1) operating leases of 1–5 years with bundled insurance, maintenance, roadside assistance, and tyre services; (2) long-term rentals of 1–12 months on flexible all-inclusive monthly terms; and (3) short-term daily/weekly rentals distributed through Hertz-brand airport locations across Lithuania, Latvia, and Estonia. The fleet spans passenger cars, SUVs, commercial vehicles, premium, hybrid, and electric vehicles, totaling 3,000+ units, with distribution through five Lithuanian rental points and the broader Hertz regional reservation system.

The business model is a recurring subscription-style revenue engine anchored on long-duration operating leases and long-term rentals, supplemented by transactional short-term rentals. Pricing is fixed monthly per vehicle, with no down-payment options on long-term rental, optional Standard and Premium service packages, and excess-mileage charges of €0.12/km + VAT. Go-to-market is sales-led and direct, targeting B2B customers as the primary segment alongside government institutions and individual consumers. Distribution combines a self-service website inquiry funnel with inside-sales follow-up within one working day, field enterprise sales, and physical branch locations in Vilnius and Kaunas.

Capital is supplied primarily through a €20 million Šiaulių Bank credit facility, with the fleet acting as the asset base. Notable enterprise and government customers include AB Lietuvos paštas (311 Peugeot Partner units), VĮ Regitra (37 Peugeot 308 units), AB ESO (14 Volkswagen ID3 EV units), UAB Fima, and UAB TOI-TOI Lithuania. The company was founded in 2013, reports 70+ team members operating the fleet business, and is led by CEO Mantas Narkevicius. Revenue is not publicly disclosed.

Name

Hertz Lietuva

Legal name

UAB "Autolux"

Website

https://hertzlease.lt

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Hertz Lietuva (operated by UAB Autolux) provides operating leases, long-term rentals, and short-term Hertz-brand car rentals across the Baltic States, managing a 3,000+ vehicle fleet for businesses, government institutions, and individual customers in Lithuania, Latvia, and Estonia.

Ownership category

akta.pro rank

Product category

Vehicle Leasing and Rental Services

NAICS

Automotive Equipment Rental and Leasing (5321), Passenger Car Rental and Leasing (53211), Passenger Car Leasing (532112), Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (53212)

SIC

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

akta.pro primary industry

Long-Term Corporate Rentals (Monthly/Project-Based) (THADAOAH)

akta.pro secondary industries

Long-Term / Monthly Car Rental (THADAAAE), Airport Car Rental (On-Airport Concessions) (THADAAAA), Accident Replacement & Insurance Courtesy Vehicle Programs (TLABAAAK)

Keywords

• Vehicle operating lease
• Long-term car rental
• Fleet leasing services
• Short-term vehicle rental
• Corporate fleet management

Headquarters

HQ city

Pašilaičių seniūnija, Vilnius County

HQ country

Lithuania

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Operating Lease: Long-term vehicle rental with fixed monthly payments typically ranging from 1-5 years, including maintenance packages, insurance, and support services.
2. Long-term Rental: Flexible vehicle rental from 1-12 months with all-inclusive fixed monthly payments covering insurance, maintenance, and roadside assistance.
3. Short-term Rental: Daily or weekly vehicle rental services through Hertz brand locations, targeting travelers, tourists, and temporary vehicle needs.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

Hertz Lietuva (operated by UAB Autolux) provides vehicle leasing and rental services across the Baltic States under the Hertz brand. Core offerings include operating lease (1–5 years) with bundled insurance, maintenance, and roadside assistance; long-term rental (1–12 months) with fixed all-inclusive monthly payments; and short-term daily/weekly rental through Hertz airport locations. The fleet of 3,000+ vehicles spans passenger cars, SUVs, commercial transport, premium, and hybrid/electric vehicles.

Product overview

Hertz Lietuva (operated by UAB Autolux) is the Baltic States representative of Hertz, Dollar, and Thrifty brands, offering a comprehensive vehicle rental and leasing portfolio. The core offerings consist of three main services: (1) Operating Lease (Veiklos nuoma) for 1-5 years with full-service maintenance packages, (2) Long-term Lease (Ilgalaikė nuoma) for 1-12 months with flexible terms, and (3) Short-term Lease (Trumpalaikė nuoma) at airport locations. Additionally, the company provides a Special Offer vehicle subscription (Kia Sportage) and Vehicle Park Maintenance services for business fleet optimization. The fleet spans passenger cars, SUVs, commercial vehicles, premium segment, hybrid, and electric vehicles. All services include bundled insurance, maintenance, and roadside assistance with fixed monthly payments.

Differentiator

Problem solved

Functional benefit

Products and services

• Operating Lease (Veiklos nuoma)

Quantifiable outcome

• Reduced vehicle acquisition costs by €3,500 per vehicle for customers
• +2 more outcomes

Named customers6 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

Partnerships

Three partnerships are on record, tiered core and minor.

• Hertz International (The Hertz Corporation)coreGTM or Marketing PartnerHertz Lease Lithuania operates as the Baltic representative of Hertz International, the American car rental company based in Estero, Florida. The partnership provides access to the Hertz brand, global reservation systems, and operational frameworks. Hertz International operates more than 9,700 international locations and represents brands including Hertz, Hertz 24/7, Dollar, Thrifty, and Firefly.
• DollarminorGTM or Marketing PartnerDollar is a sister brand under the Hertz Global Holdings umbrella, representing budget-friendly vehicle rental options alongside Hertz and Thrifty brands.
• ThriftyminorGTM or Marketing PartnerThrifty is another car rental brand under Hertz Global Holdings, operating alongside Hertz and Dollar to serve different market segments in the Baltic region.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• ALD Automotive: Société Générale-owned full-service vehicle leasing and fleet management provider operating across Europe — directly comparable operating lease and fleet management model for B2B and government customers.
• Sixt SE: European integrated rental and leasing company offering short-term rental, long-term rental, and corporate fleet leasing — directly overlapping with Hertz Lietuva's three-pillar offering across Europe, including Eastern European expansion.
• LeasePlan Corporation: Global fleet management and operational leasing company managing large corporate vehicle fleets — a direct competitor for multi-year operating lease tenders with Baltic enterprises and government accounts.
• Europcar Mobility Group: Major European car rental and mobility operator with both short-term rental and long-term leasing offerings — directly comparable to Hertz Lietuva across the three service pillars in European markets.
• Arval (BNP Paribas): BNP Paribas's vehicle leasing and mobility subsidiary offering full-service leasing and fleet management across Europe — competes head-to-head for corporate fleet RFPs and government operating lease contracts.

Broad incumbents

• Enterprise Rent-A-Car: Global car rental giant with European fleet leasing arm (Enterprise Mobility) — overlaps in short-term rental and increasingly in long-term rental / corporate fleet services across European markets.
• Avis Budget Group: Parent of the Avis and Budget rental brands, operating rental and commercial fleet services globally — comparable in short-term and long-term rental segments where Hertz Lietuva also competes.

Regional players

• Modus Group (Modus Mobility): Lithuanian mobility group with car rental and fleet services in the Baltics — a regional peer operating in the same geography with overlapping short-term rental and corporate leasing offerings.
• Localrent / Baltic rent operators: Smaller local Lithuanian and Baltic rental/leasing operators competing for SMB and individual customer segments — comparable in service breadth within the same geography though at smaller fleet scale.

Emerging players

• FleetPartner / Finn-Auto (Baltic leasing): Emerging European vehicle subscription and long-term rental providers (e.g., FINN Auto) bringing flexible subscription-style fleet offerings — overlaps with Hertz Lietuva's long-term rental and subscription products for both consumers and SMBs.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/hertzlietuva

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 Hertz Lietuva