Italy Car Rental Market Outlook to 2027F

Driven by Type of Market Structure (Organized and Unorganized), by Type of Car (small cars, Sedan, SUV), By Booking Type (online, offline) and By application (business, leisure) By Fuel Type (diesel, petrol, electric)



Product Code:KROD72

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Published on

December 2022

Total pages


About the Report

About the Report

The report provides a comprehensive analysis of the potential of the Car Rental industry in Italy. The report covers an overview and genesis of the industry, and market size in terms of revenue and fleet size.

Its market segmentations include By Market Structure, By Type of Vehicles, By ICE/EV, By Cities, By Mode of Booking, By Client, and By Pick-up; growth enablers and drivers; challenges and bottlenecks; trends driving adoption trends; regulatory framework; end-user analysis, industry analysis, competitive landscape including competition scenario and market shares of major players. The report concludes with future market projections of each market segmentation and analyst recommendations.

Market Overview:

According to Ken Research estimates, the Italy Car Rental Market – which grew from approximately $ ~ Bn in 2017 to approximately $ ~ Bn in 2022P – is forecasted to grow further into a $ ~ Bn opportunity by 2027F, owing to the expansion of the tourism industry, online booking accessibility and the initiatives taken by the government.

Italy Car Rental Market Revenue

  • Italy Car rental market was valued at USD ~ Billion in 2021 and is projected to grow to USD ~ Billion by 2027, registering a CAGR of ~% in terms of revenue during the forecast period (2022P-2027).
  • The growing penetration rate of the internet and smartphones are driving more people to rent a car as the services are mainly provided through online platforms.

Key Trends by Market Segment:

By Mode of Booking: Online booking dominates the Italy car rental market in terms of revenue in 2021 and is registers significant growth in terms of revenue during the forecast period. The rise in the use of the internet and mobile phone applications across the country is likely to enhance the use of online booking platforms.

Italy Car Rental Market Segmentation By Mode of Booking

By Client: Leisure trips are projected to hold a significant market share with the increasing number of tourist arrivals contributing to increasing the country’s GDP as well.

Competitive Landscape

There are around ~ plus market players in the car rental industry in Italy in which Avis, Europecar, Alamo and Hertz are the key players in the Car Rental Market, generated nearly ~% share in the market in terms of revenue.

Italy Car Rental Market Competitive Landscape

Future Outlook

Italy’s car rental market is projected to witness a CAGR of ~% between 2022P to 2027F. Travel & Tourism Industry in Italy is a major contributor to the GDP and employment of that country. It has become a key focus area for the Government’s growth strategy.

The number of international travellers arriving in Italy has been on a constant rise over the years. This is expected to support the growth of the car rental market as travellers prefer booking cars in advance for their trips for the sake of convenience.

Scope Of The Report

Scope of the Report

By Type of Vehicles

Small Cars/ Hatchbacks




By Fuel Type




By Mode of Booking



By Application



By Market Structure



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Key Target Audience – Organizations and Entities Who Can Benefit by Subscribing This Report

  • Car Rental Service Providers
  • Car Rental Companies aiming to establish in Italy
  • Italy’s automotive industries
  • Government Bodies & Regulating Authorities
  • Venture Capitalist targeting the car rental market
  • Automotive industry association
  • Car Manufacturers
  • Existing Car Rental Companies
  • OEM Dealerships
  • New Market Entrants
  • Investors
  • Car Rental Associations

Time Period Captured in the Report

  • Historical Period: 2017-2022P
  • Base Period: 2022P
  • Forecast Period: 2022P-2027F


Major Players Mentioned in the Report

Car Rental Companies

  • The Hertz Corporation
  • Avis
  • Budget,
  • Europcar
  • Sixt
  • Dollar
  • Britz

Table of Contents

Table of Contents

1. Executive Summary

2. Italy Car Rental Market Overview

2.1 Taxonomy of the Italy Car Rental Market

2.2 Industry Value Chain

2.3 Ecosystem

2.4 Government Regulations/Initiatives for the Italy Car Rental Market

2.5 Growth Drivers of the Italy Car Rental Market

2.6 Issues and Challenges of the Italy Car Rental Market

2.7 Impact of COVID-19 on the Italy Car Rental Market

2.8 SWOT Analysis

3. Italy Car Rental Market Size, 2017 – 2022

4. Italy Car Rental Market Segmentation

4.1   By Car Type, 2017 - 2022

4.2 By End User, 2017 - 2022

4.3 By Regional Split (North/East/West/South/Central), 2017 - 2022

5. Competitive Landscape

5.1 Mergers and Acquisitions, Joint Ventures, Collaborations, and Agreements

5.2 Strategies Adopted by Leading Players

5.3 Company Profiles – (Top 5 - 7 Major Players)

5.3.1 The Hertz Corporation

5.3.2 Avis

5.3.3 Budget,

5.3.4 Europcar

5.3.5 Sixt

5.3.6 Dollar

5.3.7 Britz

6. Italy Car Rental Future Market Size, 2022 – 2027

7. Italy Car Rental Future Market Segmentation

7.1   By Car Type, 2022 – 2027

7.2 By End-User, 2022 - 2027

7.3 By Regional Split (North/East/West/South/Central), 2022 - 2027

8. Analyst Recommendations

9. Research Methodology

10. Disclaimer

11. Contact Us

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Research Methodology

Research Methodology

Step 1: Identifying Key Variables:

Our team will initially create an ecosystem for all the major entities in the Car Rental Market that are providing car rental and leasing services in Italy Market.

Step 2: Market Building:

In the next step, we will refer to multiple secondary and proprietary databases to perform deck research around the market and collate industry-level information such as type of market structure, consumption in terms of value, and fleet size other areas to create an initial level hypothesis. We will also explore company-level info by referring press releases, annual reports, financial statements, and other documents to understand basic information about the companies and market level.

Step 3: Validating and Finalizing:

Later our team will conduct a series of Interviews with multiple C-Level Executive and other stakeholders belonging to different companies to confirm the market hypothesis, validate statistics and seek operational and financial information from company representatives.

Step 4: Research output:

Furthermore, to validate this data our team will pitch each company as a potential customer through a mystery shopping exercise and will confirm the operational and financial performance of Italy Car Rental Market Entities which have been shared by company executives and available on secondary databases. We will be conducting another set of CATIs with the respective entities to understand customer behavior, channel preference, and other factors. We will also assess customer analysis in terms of their preferences and pain points.

Frequently Asked Questions

Frequently Asked Questions

01 What is the Study Period of this Market Report?

The Italy Car Rental Market is covered from 2017–2027F in this report, including a forecast for 2022P-2027F.

02 What is the Future Growth Rate of the Italy Car Rental Market?

The Italy Car Rental Market is expected to witness a CAGR of ~% over the next five years.

03 What are the Key Factors Driving the Italy Car Rental Market?

Expansion of the tourism industry with rising foreign tourists, Government initiatives, and Internet connectivity are some of the key growth drivers driving the car rental market in Italy.

04 Who are the Key Players in the Italy Car Rental Market?

Avis Budget, Hertz, Europcar and Sixt are the top players in car rental market in Italy.

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