FIRST Car Rental focuses on a full-range fleet, fast self-service pick-up, steady demand across corporate and leisure customers, and targeted network and distribution growth.
Speed and digital: Show&Go self-service is central — a one-minute check-out promise has improved to a 12-second average, with some users completing pick-up in six seconds.
Demand pattern: Corporate travel remains resilient, leisure is strong, and customers increasingly expect solutions that bridge both use cases.
Network and distribution: Over 66 branches across South Africa and select international markets, plus integrations via FirstConnect and GDS to support travel-trade distribution.
# What this story covers FIRST Car Rental outlines how it manages a shifting mobility market by keeping a balanced, modern fleet, investing in frictionless self-service, and expanding distribution where demand supports it. Melissa Nortje, Executive Head of Strategy, Development and Marketing, explains priorities and delivers concrete metrics on service speed and network scale.
# Fleet strategy: breadth and affordability FIRST's approach is to offer a full fleet across all categories so customers can choose vehicles that fit the trip and their expectations. Entry-level vehicles continue to lead demand because affordability remains a primary factor for many travellers given the global economic context. At the same time, the company is seeing growth in luxury categories among customers who prefer consistency with the vehicles they drive at home or who prioritise comfort on business or leisure trips.
Key point: supply both volume-led, affordable options and aspirational models so pricing and brand expectations align with customer needs.
# Show&Go: speed as an operational standard Show&Go is FIRST Car Rental's long-running self-service solution for quick, paperless collection. The product targets corporate travellers but serves any customer who values speed and frictionless processes. When launched over 15 years ago, the promise was a one-minute check-out. That has improved to a 12-second average, with the fastest frequent renters recording a six-second pick-up using self-service touch screens.
# Demand trends: corporate resilience and leisure strength FIRST reports continued strength across corporate and leisure segments. Corporate travel remains resilient while leisure bookings perform strongly. The company notes increasing overlap between the segments: travellers want flexible options that work for business and holiday use cases.
Operational effect: Product, pricing and availability must accommodate mixed-use travellers who switch between corporate and leisure behaviours.
# Network footprint and expansion criteria FIRST operates more than 66 branches in airports and downtown locations across South Africa, Namibia, Mauritius, Tanzania and Malta. The company emphasises consistent service standards and operational discipline across this regional footprint. Any expansion is demand-led and aligned to market opportunity rather than blanket growth.
What that means for travellers: A broad, regional presence improves pick-up and drop-off options in key markets, but branch openings are deliberate and tied to demonstrable customer need.
# Distribution and partnerships FIRST deepens integration with travel agents and distribution systems. It uses FirstConnect, direct integrations and global distribution systems (GDS) to embed car rental into booking ecosystems. Commercial terms are described as competitive and transparent, meant to work within the travel trade and with digital partners.
Why it matters: Seamless distribution supports travel agents and corporate bookers who prefer to bundle car rental into larger itineraries, while digital integrations support online and self-service channels.
# Bottom line FIRST Car Rental's strategy is pragmatic: keep a full fleet mix that serves different budgets and expectations, push self-service and speed to meet modern traveller habits, maintain a regional branch network where demand justifies it, and make distribution straightforward for travel partners. The company presents concrete operational metrics for Show&Go and a clear stance that growth will follow market demand.
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