The biggest pain points of car rentals are finally being eliminated.
Renting a car can be one of the more frustrating parts of the travel experience. Upon arriving at the destination, there’s a schlep to a car rental facility, a wait in line, and then another schlep to the vehicle, sometimes in a remote lot. Upon return, there’s another long walk or shuttle ride back to the terminal.
Today, the car rental company Avis announced a new product that plans to take most of the pain points out of the car rental process. It’s called Avis First, and it’s being sold as a separate category at some of the company’s existing airport and off-airport locations in the U.S.
Here’s how it works: renters first select an Avis First rate when it’s available, choosing from a fleet of luxury cars including those made by Cadillac, Genesis, Mercedes-Benz, or Volvo, in current model years with low mileage. Upon arrival at the airport, they let Avis know they’ve arrived using the mobile app, and an Avis concierge delivers the car to a designated area curbside in baggage claim, and then they drive off. Avis also says that their concierges will be available via chat for any issues during the trip.
When it’s time to return the car, there’s no need to refuel, and they just drop the car off at curbside with another Avis concierge. Avis will add a charge to the final bill for the fuel used at market price. In essence, Avis has taken the rental car facility entirely out of the equation.
Avis First is now available at airport locations in Denver, Colorado; Honolulu, Hawaii; Palm Beach, Tampa, and Fort Lauderdale, Florida. Rates start as low as $10 per day higher than standard rentals. Avis is also offering Avis First at off-airport locations in a number of other cities, with plans to expand to more cities in the future.
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“Avis First introduces a new level of ease and efficiency, delivering curbside service and premium vehicles exactly when and where travelers need them,” said Andres Barry, Avis’ executive vice president and chief commercial officer of the Americas. “It’s designed for those who expect more, with concierge-level service, elevated comfort and complete control over the journey. It’s not just about getting from A to B faster, it’s about offering something distinct for those who value the luxury of time and service just as much as the drive itself.”
The new product comes at a time when some car rental companies are using technology to increase red tape in the rental process. Avis competitor Hertz recently came under fire for using car scanners with hypersensitive AI software to detect small dings in returned vehicles, adding significant charges to renters bills with little way for them to immediately dispute the scanner’s report.
Car rental companies have long competed to take much of the schlep out of the car rental process. National introduced Emerald Aisle in 1988, allowing members to bypass the rental counter and choose any car in the designated Emerald Aisle. Hertz introduced #1 Club Gold in the following year, allowing renters to go directly to a designated stall with their car waiting—as long as they had completed a master rental agreement in advance. Both companies continue to offer this standard of service today, although it can vary by location.
Avis Budget Group is the world’s third-largest rental car company behind Enterprise (which also includes Alamo and National) and Hertz. Avis and Budget combined has over 10,000 rental locations in 180 countries.