Planning a European road trip? Here’s what travel industry experts say about the best car rental companies across Europe—and how to choose the right one for your journey.
Comparing car rental prices across Europe can be an exhausting game of browser-tab roulette. One quote from Sixt for Dublin, another from Hertz in Lisbon, and a third from Europcar in Barcelona—and suddenly, your "quick check" has turned into a research marathon.
Choosing the right provider isn't just about price. According to Irish travel advisors at Ava Vico Travel, the smartest travelers consider network reach, vehicle quality, and insurance transparency before committing to a booking. "Rates can vary widely between providers and locations," an Ava Vico Travel representative explains. "The key is comparing options from established agencies that maintain consistent standards across countries."
The European car rental market is valued at roughly USD 15-17 billion (2024-2025) and is projected to grow at a compound annual rate of 8-13% into the early 2030s. Major players—Europcar Mobility Group, Enterprise Holdings, SIXT SE, and Avis Budget Group—account for about 75% of total market revenue.
Germany remains the largest market, holding a 27.8% share, driven by high tourism demand and widespread adoption of online booking systems. Meanwhile, the industry's rapid digitalisation, contactless check-ins, and mobility subscription services continue to reshape how travelers rent and drive across borders.
According to a definitive SIXT Magazine ranking (September 2025), these are the top five car rental companies in Europe, based on multi-country awards, customer satisfaction, and service innovation:
With 12 awards across 2024-2025, SIXT leads the European market in luxury and business travel segments, operating in over 105 countries. Its premium fleet and loyalty program appeal to travelers seeking comfort and efficiency.
Potential drawback: higher rates due to focus on premium vehicles.
A long-time favorite for both business and leisure travelers, Hertz earned 9 awards for its extensive European network and strong airport presence.
Potential drawback: service quality can vary by location, with some customers reporting long wait times.
Recognised for customer service and reliability, Avis received a 2023 Business Traveller Award and maintains a footprint of over 5,500 locations globally.
Potential drawback: occasional reports of hidden fees and long counter wait times.
This French-based veteran holds multiple World Travel Awards for "Europe's Leading Car Rental Company." It offers an expansive network and diverse fleet, including vans and long-term rentals.
Potential drawback: customer complaints about refund delays and additional charges.
A growing contender that focuses on affordability and customer satisfaction, particularly in Southern Europe.
Potential drawback: limited reach compared to larger brands.
Travelers are increasingly prioritising sustainability, flexibility, and transparency. Hybrid and electric vehicles now make up a growing share of European rental fleets, while on-demand mobile booking platforms simplify cross-border arrangements. Smaller regional operators such as AutoReisen and Cicar have also achieved customer satisfaction scores above 90%, showing that niche players can rival global giants in service quality.
Ava Vico Travel's experts note that self-drive holidays remain one of the most popular ways to explore Europe. "Ireland alone welcomes millions of visitors annually, many choosing to rent a car to experience the countryside at their own pace," the company representative adds. "That same desire for independence is driving similar patterns across the continent."
Before booking, compare:
For travelers who prefer guidance, booking platforms such as Ava Vico Travel aggregate rates from leading providers such as SIXT, Hertz, and Enterprise—allowing side-by-side comparisons through a single interface.
Europe's car rental industry is evolving fast, driven by digital booking tools, eco-conscious travelers, and growing demand for flexible transport. Whether you prioritise luxury, budget, or convenience, the best choice depends on balancing cost, coverage, and customer support.
Your next adventure might start behind the wheel. If you'd like expert help comparing options or understanding insurance coverage before you hit the road, consulting with seasoned travel advisors can help ensure a smooth ride.
