Today: October 13, 2015, 6:49 pm

Sweden car rental market: First Rent A Car the leading player during 2012
Car Rental in Sweden - a new market research report on 2014-04-18 17:45:01
First Rent A Car AB leads sales in the Denmark car rental market during 2012 with a total value share of 31%. First Rent A Car is the NBO of the Hertz brand. The company´s leading position is attributable to its extensive and national distribution network and large fleet size. Hertz operates the largest fleet on the market with 7,200 cars. The company is also a key innovator within car rental driving innovations such as the development of environment-friendly rental cars and new means of sales. For instance, the company opened its first self-service outlet on the market during 2011. The new outlets lack any personnel and the keys to the cars can be collected from a self-service kiosk between 06.00hrs and 12.00hrs. The bookings for these outlets are solely made online.
Car rental in Sweden placed increased focus on environmental and safety issues in 2012 through the development of modern and environmental classified car fleets. Addressing environmental issues is a key focus for car rental, indicated by the stance taken by the trade association Biluthyrarna (Swedish Car Rental Association) in early 2013. Biluthyrarna sought to distance itself from the independent market players Wisby Uthyrning and Mickes Biluthyrning, both operational on the island of Gotland, and was highly critical of co-operation of governmental agencies, in particular Gotland Municipality, with these market players.
Biluthyrarna demanded that Gotland Municipality end its co-operation with Wisby Uthyrning and Mickes Biluthyrning as the car fleets operated by these market players were old, unsafe, and subsequently environmentally-unfriendly. The action taken by Biluthyrarna highlighted the direction and positioning car rental in Sweden as a whole was seeking to develop and project.
Car rental in Sweden will continue to face significant challenges from the growing popularity of car share over the forecast period. Government investment in bicycle schemes also represents a challenge. For instance a government bike scheme investment of SEK250 million was announced for Stockholm city in early 2013. The scheme will increase accessibility for bicycle traffic through the building of new bicycle lanes that interconnect the city.
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