Ace Rent A Car

What Ace Rent A Car does

Ace Rent A Car is a privately-held, locally-owned car rental company founded in 1994 and headquartered in Perth, Western Australia. The company operates three branches in the Perth metropolitan area — Redcliffe (in the Perth Airport precinct with complimentary 24/7 shuttle), Victoria Park (CBD), and Mandurah — and claims additional presence across Australia and New Zealand, though only the three Perth locations are independently corroborated. Its fleet spans compact economy cars (Kia Picanto), SUVs (MG ZS), utes (Isuzu D-Max), commercial and crew vans (Toyota Hiace), and 8-12 seat minibuses, with daily rates ranging from $24 to $150. Core revenue is generated through usage-based daily vehicle rentals, with ancillary income from excess-reduction products, GPS, child seats, and additional kilometer charges ($0.30/km beyond the included 100 km/day).

The business operates as a direct-to-consumer, budget-positioned alternative to international rental brands, emphasizing no hidden fees, low damage excess, complimentary airport transfers, and a price-match guarantee. Distribution is entirely direct via the acerent.com.au website, phone reservations, and walk-in traffic; no third-party resellers or travel agencies are used. The customer base comprises domestic and international tourists, business travelers (supported by a corporate account program with discounted rates and free upgrades), and families or groups requiring larger vehicles. Marketing is conducted through SEO-optimized website content, a travel-focused blog, Facebook, LinkedIn, and messaging channels (WhatsApp, Viber).

The underlying technology is a standard car rental booking and fleet management system running on a conventional CMS-based website, with no disclosed AI, API, SDK, or proprietary platform features. There are no funding rounds, acquisitions, partnerships, patents, or leadership changes on record, and revenue is not publicly disclosed. The company has remained operationally stable for three decades as a single-jurisdiction local enterprise, with the most material forward-looking question being whether the unverified multi-branch claim reflects genuine trans-Tasman scale or is a marketing positioning artifact.

Name

Ace Rent A Car

Legal name

Ace Rent A Car

Website

https://acerent.com.au

Company type

Private

Founded year

1994

Operating status

Operating

Short description

Ace Rent A Car is a privately-held, locally-owned car rental company founded in 1994 in Perth, Western Australia, operating three branches (Redcliffe, Victoria Park, Mandurah) and serving tourists, business travelers, families, and groups with a daily-rate fleet of compact cars, SUVs, utes, vans, and minibuses.

Ownership category

akta.pro rank

Product category

Car Rental Services

NAICS

Passenger Car Rental (532111), Passenger Car Rental and Leasing (53211), Automotive Equipment Rental and Leasing (5321)

SIC

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

akta.pro industry

PRIMARYTLABAAAD

Long-Term Car Rental (Monthly/Extended Hire)

Transportation & Logistics/Fleet Leasing, Rental & Management/Passenger Vehicle Leasing & Long-Term Rental (Cars/SUVs)

SECONDARYTHADAAAH

Specialty Vehicle Rentals (SUVs, Convertibles, 4x4)

Travel & Hospitality/Car Rental & Mobility Services/Traditional Car Rental (Airport & Off-Airport)

SECONDARYFSAKANAA

Auto & Vehicle Leasing (Personal Use)

Financial & Insurance/Lending & Consumer Finance/Consumer Leasing (Non-mortgage)

Keywords

• Car rental services
• Vehicle hire
• Airport car hire
• SUV rental
• Minibus hire

GTM type

B2C

Offering type

Services

Cost components

Operations, Infrastructure, Personnel, Marketing or Sales, Supply Chain

Revenue model

1. Vehicle Rental: Core revenue from daily vehicle rentals across multiple categories including compact cars, SUVs, minibuses, utes, and vans. Revenue is generated on a per-day usage basis with additional charges for extra kilometers, insurance excess reduction products, and optional add-ons such as GPS and child seats.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Ace Rent A Car rents passenger and commercial vehicles on a daily basis to consumers and business customers in Perth, Western Australia. The fleet spans compact cars, SUVs, utes, vans, and 12-seat minibuses, available through its website, phone bookings, walk-in branches, and corporate account program. Standard rates include registration recovery, administration fee, and 10% GST, with 100 km/day included and optional unlimited-kilometre upgrades available.

Product overview

Ace Rent A Car is a Perth-based car rental company with over 30 years of operation, offering a diverse fleet of vehicles from compact economy cars (Kia Picanto) to SUVs (MG ZS), utes (Isuzu D-Max), commercial vans and crew vans (Toyota Hiace), and 8-12 seat minibuses. The company operates three convenient locations in Perth: Redcliffe (near Perth Airport with 24/7 service), Victoria Park (CBD), and Mandurah. Core services include daily car hire, airport transfers, and corporate rental programs with discounted rates, free upgrades, and 24/7 emergency support.

Differentiator

Problem solved

Functional benefit

Products and services

• Car Hire (Kia Picanto)

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators3 records

Recent moves4 records

Expansion highlights4 records

Direct peers

• Bayswater Car Rental: Perth-based independent car rental operator competing head-to-head with Ace on daily rates in the Perth market (named in Ace's own competitive comparison table at $25/day vs Ace's $24/day).
• Aries Car Rental: Perth-area independent car rental peer (named in Ace's comparison at $26/day), targeting the same budget-conscious tourist and local customer base in Western Australia.
• Burswood Car Rental: Perth-based independent operator (listed in Ace's comparison at $40/day), competing for the same airport-area tourist and corporate rental demand.
• Northside Rentals: Perth-based independent rental peer (named in Ace's comparison at $34/day), serving overlapping airport and metro Perth customers with similar compact-to-mid-size fleet.

Broad incumbents

• Hertz Australia: Major global rental brand operating in Perth Airport with a broader fleet and brand scale; Ace explicitly positions itself as a budget alternative to Hertz.
• Avis Australia: International rental incumbent with Perth Airport counter presence; named alongside Hertz as a primary competitive benchmark in Ace's positioning.
• Budget Rent a Car Australia: Global value-brand rental chain with Perth Airport operations, competing for the same price-sensitive tourist and business traveler segments as Ace.
• Thrifty Car Rental Australia: International value-brand rental with Australian airport and city locations, competing for similar budget-conscious leisure and corporate travelers.
• Enterprise Rent-A-Car Australia: Large global rental group with Australian network including Perth, competing across leisure, corporate, and replacement-rental segments.

Regional players

• Redspot Car Rentals: Australian-owned regional rental operator with a multi-branch footprint across Australia, comparable to Ace's locally-owned value positioning and similar fleet categories.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/acerentacarperth
• LinkedInlinkedin.com/company/acerentacar/about
• Instagraminstagram.com/acerentacarperth/?hl=en

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 Ace Rent A Car