"Car Rental in Ireland" Published

Car rental in Ireland recorded significant 13% growth in transactions volume terms in 2014, with transaction numbers finally equalling those preceding the financial crash of 2008. The main driving factor behind this was the 5% increase recorded in inbound tourism to Ireland over the course of the year. Leisure car rental and business car rentals each recorded positive growth in 2014, in line with the recovery of Ireland’s economy. It must be borne in mind, however, that despite transaction numbers reaching pre-crash levels, overall value sales still had significant ground to cover at the end of the review period. In 2007 for example, value sales in car rental exceeded €500 million, 67% higher than in 2014. 2007, however, is regarded as a time when the Irish economy was drastically overheated and the subsequent downturn during 2008 and 2009 seriously compromised the growth prospects for car rental, a category which is now recovering at a more modest rate towards more sustainable levels of sales.

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Industry Prospects

Hertz is expected to be the most successful operator in car rental in Ireland throughout the forecast period. Its brand is instantly recognisable and its fleet the most diverse in the category. In addition, the positioning of its outlets at airports is a major strategic advantage, while its prices are competitive in relation with other Irish Rental operators. Furthermore, Hertz is leading the charge nationally in a recovering category with the regular launch of new products and services that encompass digital extras such as iPad charging stations aimed at an increasingly mobile online consumer base which makes use of portable consumer electronics devices. The penetration of such innovative products and services in the recovering category of car rental in Ireland can be expected to combine with the company’s instantly recognisable branding, encouraging increasing numbers of inbound tourists to red cards from Hertz. Avis is expected to remain the second placed car rental company in Ireland throughout the forecast period due to the huge size of its fleet and its tendency to discount prices, which is set to ensure that the company remains attractive. Avis is also an instantly recognisable brand and it is set to complete closely with Hertz, as will Europcar. Europcar expected to compete successfully for the teaching of domestic travellers due to the widespread geographical presence of its outlets throughout Ireland.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Car Rental industry in Ireland with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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