Priceless Car Rental

What Priceless Car Rental does

Priceless Car Rental is a privately held, franchise-based vehicle rental company founded in 1998 and headquartered in Laurel, Maryland. It operates as a division of NP Franchise Group, a franchisor of vehicle rental businesses with more than 40 years of industry experience. The company rents cars, vans, and trucks to consumers and business customers through a network of 80-plus locally owned and operated franchise branches spanning 17 US states plus Puerto Rico and more than 20 international countries across North America, the Caribbean, Europe, Central America, and the Middle East.

The company's product offering centers on an eight-category fleet (small cars, mid-size cars, value cars, SUVs, vans including 15-passenger units, cargo vans and trucks, wagons, and RVs) made available on hourly, daily, weekly, and monthly rental periods. Pricing is quote-based and varies by location, vehicle class, and duration, with optional add-on modules including Collision Damage Waiver (CDW), Supplemental Liability Insurance (SLI up to $500,000), Personal Accident and Personal Effects Coverage, navigation systems, electronic toll transponders, child safety seats, and ski racks. The underlying technology is a web-based reservation platform with state and country selection, vehicle-type filtering, pickup/return scheduling, and promo code entry, complemented by native iOS and Android mobile applications, a live chat widget, and a phone reservation channel (877-877-1400). SEO-optimized location pages target airport codes and city searches to capture organic demand.

Priceless generates revenue primarily through vehicle rental transactions at the franchise level, with member-only discounts and loyalty programs (VIP Express Club, Touch Free VIP Club) supporting repeat usage and account retention. The franchise structure (under NP Franchise Group) is the central go-to-market motion: customers discover and book online or via mobile, then complete pickup and drop-off at franchise-owned airport or city locations, many offering complimentary shuttle service. Primary customer segments are leisure and business airport travelers (the lead segment), insurance replacement renters seeking an alternative to dealer-loaner rates, individual leisure consumers, and corporate accounts. No funding rounds, M&A activity, or public listing are evident; the company appears to be founder/management-controlled under the NP Franchise Group umbrella.

Name

Priceless Car Rental

Legal name

Priceless Car and Truck Rental

Website

https://pricelesscarrental.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

1–10 employees

Short description

Priceless Car Rental is a privately held, franchise-based vehicle rental company founded in 1998 under NP Franchise Group, renting cars, vans, and trucks across 17 US states plus Puerto Rico and 20+ countries to leisure, business, and insurance-replacement travelers via 80+ locally owned branches and web/mobile booking channels.

Ownership category

akta.pro rank

Product category

Vehicle Rental Services

NAICS

Passenger Car Rental (532111), Truck, Utility Trailer, and RV (Recreational Vehicle) Rental and Leasing (53212)

SIC

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

akta.pro primary industry

Self-Drive Car Rental (THADAAAF)

akta.pro secondary industries

Long-Term Car Rental (Monthly/Extended Hire) (TLABAAAD), All-Inclusive Subscriptions (Insurance, Maintenance, Roadside, Registration) (THADACAE)

Keywords

• Vehicle rental services
• Car rental fleet
• Franchise car rental
• Airport car rental
• Truck rental services

Headquarters

HQ city

Odenton

HQ country

United States

HQ region

North America

Offices70 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Vehicle Rental: Core revenue stream from renting vehicles to customers on an hourly, daily, weekly, or monthly basis. Vehicles range from small economy cars to luxury sedans, minivans, 15-passenger vans, SUVs, crossovers, cargo vans, trucks, wagons, and RVs. Rental rates are based on a 24-hour rental day; mileage charges may apply depending on the rate plan.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Priceless Car Rental is a franchise-based vehicle rental company that rents cars, vans, trucks, SUVs, crossovers, wagons, and RVs by the hour, day, week, or month from locally owned and operated branches across the United States and internationally. The fleet is no more than three years old and includes economy through luxury vehicles, with optional protection products (CDW, PCDW, PAC, PEC, SLI) and equipment add-ons (GPS, toll transponder, child safety seats, ski racks). Two free membership programs (VIP Express Club and Touch Free VIP Club) provide member-only discounts and account management.

Product overview

Priceless Car Rental is a franchise-based vehicle rental company operating since 1998, offering a diversified fleet across eight vehicle categories (Small Cars, Mid-Size Cars, SUVs, Vans, Cargo Vans/Trucks, Value Cars, Wagons, and RVs) through locally owned branches across the US and internationally. The product portfolio centers on core daily vehicle rentals available by hour, day, week, or month, enhanced by multiple optional add-on modules including insurance protections (CDW, PCDW, PAC, PEC, SLI), equipment rentals (Navigation Systems, Toll Transponders, Child Safety Seats, Ski Racks), and two membership programs (VIP Express Club, Touch Free VIP Club). The company also provides iOS and Android mobile applications for customer convenience.

Differentiator

Problem solved

Functional benefit

Products and services

• Small Cars

Quantifiable outcome

• Fleet vehicles are no more than 3 years old

Segments4 records

Ideal customer profiles3 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.

• NP Franchise GroupcoreOthersPriceless is a division of NP Franchise Group, which is a franchisor of vehicle rental businesses with more than 40 years of experience. NP Franchise Group franchises Priceless Car Rental locations to entrepreneurs who operate locally owned and managed branches.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Dollar Car Rental: Dollar, owned by Hertz, is a value-tier airport rental brand competing in the same price-sensitive leisure segment as Priceless. Both target cost-conscious travelers at major US airports and offer similar fleet categories.
• Enterprise Rent-A-Car: Enterprise is the largest car rental company in the US by revenue and fleet size, operating a broad network of airport and neighborhood locations. It competes directly with Priceless in the traditional self-drive rental segment but at vastly greater scale, including the insurance replacement channel where Priceless explicitly positions itself as a cheaper alternative.
• Sixt SE: Sixt is a major European-headquartered rental brand with growing US presence, particularly at airports. It overlaps with Priceless's international footprint (Frankfurt, Stockholm, Malaga, Valencia-adjacent markets) and competes for premium and value-conscious travelers alike.
• Avis Budget Group: Avis Budget operates the Avis, Budget, and Payless rental brands across thousands of airport and off-airport locations. It directly competes with Priceless on airport-based self-drive rentals and the price-sensitive leisure segment where Priceless differentiates on affordability.
• Hertz Global Holdings: Hertz is a global rental incumbent with strong airport presence and brand recognition. It overlaps with Priceless on traditional self-drive rentals at major US airports (LAX, EWR, FLL, MCO) and competes for the same leisure and corporate travelers.
• Thrifty Car Rental: Thrifty, also owned by Hertz, is a value rental brand at airports competing with Priceless for budget travelers. The positioning, fleet mix, and target customer overlap closely with Priceless's value-oriented offering.
• National Car Rental: National is an enterprise and premium rental brand owned by Enterprise Holdings, serving frequent business travelers and corporate accounts. It competes with Priceless for the Corporate/Business Traveler segment where Priceless also offers corporate rate plans.

Direct peers

• Payless Car Rental: Payless is a budget-tier car rental brand (currently operated by Avis Budget Group) explicitly targeting value-conscious leisure travelers. It is one of the closest direct comparables to Priceless in terms of positioning, fleet, and target customer at airport locations.
• Fox Rent A Car: Fox is a value-oriented car rental brand focused on airport leisure travelers, similar to Priceless's positioning. Both compete primarily on price at major US airports (LAX, MCO, FLL, EWR, DEN) and target budget-conscious travelers avoiding Hertz/Enterprise premium pricing.
• U-Save Auto Rental: U-Save is a franchise-based value car rental brand with a multi-country footprint similar in structure to Priceless's NP Franchise Group model. Both compete in the price-sensitive leisure and local replacement rental segments through independently owned locations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights1 record

Customer concentration

• Xx.com/pricelessrental
• Facebookfacebook.com/pricelesshomeoffice
• LinkedInlinkedin.com/company/priceless-car-rental

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 Priceless Car Rental