Top Car Rental Agencies in London

car rental agencies

When the time comes to rent a car in the bustling city of London, it can feel like navigating through a maze of choices. The number of car rental agencies in the city is staggering, and so is the variance in service quality, price, and customer satisfaction. This post will help you cut through the noise by discussing the top car rental agencies in London, according to a survey conducted by Statista in August 2022.

Enterprise Rent-A-Car: The Epitome of Customer Satisfaction

As the top choice among UK customers, Enterprise Rent-A-Car’s dedication to service and quality is unquestionable. Established in 1957 in the United States, it has grown from a small operation to a global leader in car rental services. Trivia fans will appreciate that Enterprise was originally named after the USS Enterprise, the aircraft carrier its founder served on during World War II.

Enterprise’s ethos of ‘Take care of your customers and employees first, and the profits will follow’ has led to them having a large fleet of vehicles that cater to every need – from economy cars to luxury vehicles and SUVs. Their commitment to customer satisfaction has resulted in various accolades, including numerous customer service awards and recognition as the highest-ranking car rental company in J.D. Power’s North America Rental Car Satisfaction Study for multiple years.

Hertz: A Legacy of Excellence

Hertz is an iconic brand with a rich history. Founded in 1918, Hertz has the distinction of being one of the oldest car rental companies in the world. An interesting trivia fact about Hertz is that they introduced the first-ever rent-a-car option at Chicago’s Midway Airport in 1932.

Their popularity stems not only from their longevity but their commitment to customer satisfaction. With a wide array of vehicles ranging from small cars to luxury models, Hertz caters to all demographics and needs. Additionally, its rewards program, Hertz Gold Plus Rewards, offers privileges such as free rental days and expedited service to its members, further solidifying its position as a top choice among customers.

Europcar: Europe’s Favourite

Europcar, founded in 1949 in Paris, has since become a dominant force in the European car rental market. It’s a fun fact that this car rental giant started its journey with just three Volkswagen Beetles. Today, Europcar operates in over 140 countries worldwide, offering an extensive range of vehicles to choose from.

Europcar’s commitment to environmental sustainability sets it apart. They were the first car rental company in Europe to receive the ‘Commitment to Sustainable Development certification by Bureau Veritas. They also offer a ‘Green Fleet,’ a selection of vehicles with low CO2 emissions, for the more environmentally conscious customers.

ACE: A Worthy Contender

ACE Rent-A-Car, founded in Indiana in 1966, might not be as well-known internationally as the others, but it has made a name for itself with a commitment to affordability without sacrificing quality. A lesser-known fact about ACE is that it started as a private parking lot near the Indianapolis Airport and only later transitioned into car rental services.

What distinguishes ACE is their service philosophy of ‘Bigger isn’t always better. Better is better.’ Their smaller size allows them to maintain excellent customer service and offer competitive pricing, making them a reliable and attractive option for cost-conscious customers.

National: Room for Improvement

National Car Rental, established in 1947, is a respected industry veteran. Interestingly, National was founded by a group of 24 independent car rental operators with only 800 vehicles in their collective fleet. Today, National operates worldwide and is well-known for its Emerald Club, a frequent renter program that offers vehicle choice, expedited service, and rewards.

Despite its long history and wide-ranging services, National came in lower in customer satisfaction, with only 50% of respondents indicating they’d use their services again. This feedback suggests there’s room for improvement. By addressing customer concerns and bolstering its offerings, National has the potential to elevate its standing among customers in the future.

Decision Factors: Brand Trust and Pricing

When it comes to the crucial factors determining which car rental company to choose, the survey revealed some insightful trends. Approximately one in five respondents (22%) said they relied on brands they know and trust. This highlights the importance of reputation and reliability in the car rental business.

On the other hand, 17% of respondents expressed that a low price was more important to them than high quality. This indicates there’s a significant segment of customers who are primarily cost-driven.

Interestingly, only 15% of respondents felt well informed when it comes to car rentals. This could suggest a gap in information dissemination and shows that car rental agencies might need to work on increasing awareness about their services and the overall rental process.


Choosing a car rental agency in London, or anywhere else for that matter, is a task that demands consideration. As this post shows, customer satisfaction rates can vary significantly from one agency to another. When making your decision, it’s important to weigh the factors that matter most to you. If brand trust is your top priority, Enterprise Rent-A-Car or Hertz could be your best bet. If you’re looking for value for money, perhaps ACE or Europcar would suit you better.

Remember, your rental experience doesn’t have to be a roll of the dice. With a bit of research and consideration, you can make an informed choice that best fits your needs and provides a smooth and satisfactory rental experience.