Balance in a shifting market

FIRST Car Rental is maintaining a balanced, modern fleet strategy that delivers both affordable and aspirational travel experiences. Melissa Nortje, Executive Head of Strategy, Development and Marketing at First Car Rental, tells Travel News that it’s about giving customers the right vehicle for their journey without compromising on quality or reliability. “Any serious car-rental company needs a full fleet across all categories to meet diverse mobility demand,” she says. Nortje explains that entry- level vehicles will always lead in demand with focus on affordable travel, even more so given the current global economic landscape. “We are also seeing an uptake of luxury categories for those who can afford to prioritise comfort, often reflecting a mindset that matches the standard of vehicle they drive at home and a desire not to compromise while on business or holiday,” she adds. Show&Go Nortje says the market is being shaped by demand for convenience, digital integration and value. “Customers are more discerning and expect seamless, flexible mobility solutions,” she says. First Car Rental’s long- running Show&Go self-service solution continues to evolve as customer expectations shift further towards speed and frictionless service. Show&Go is a fast-track, paperless car-rental service designed for corporate travellers, enabling vehicle pick-up in under a minute. “Speed and convenience are no longer differentiators – they’re expectations. When launching our Show&Go programme over 15 years ago, we promised a one- minute check-out, which is now 12 seconds on average. However, we have some lightning-fast frequent renters with an astonishing six- second record utilising our self-service touch screens,” says Nortje. Demand First Car Rental reports continued strength in demand in both corporate and leisure segments with increasing overlap between the two. “Corporate travel remains resilient while leisure continues to perform strongly. Increasingly, we’re seeing a convergence of the two with customers expecting flexibility across both use cases.” Network The company operates an extensive regional footprint. “We operate over 66 branches across airports and downtown locations across South Africa, Namibia, Mauritius, Tanzania and Malta – underpinned by consistent service standards and operational discipline,” says Nortje. First Car Rental also remains focused on strategic, demand-led expansion that enhances its footprint. “Any growth is carefully aligned with customer needs and market opportunities.” Partnerships The company continues to deepen its integration with travel agents through digital platforms and distribution systems. “We prioritise strong partnerships with the travel trade, ensuring car rental integrates seamlessly into the booking ecosystem via FirstConnect, our secure booking platform, direct integrations and GDS. Our commercial structures are designed to be competitive, transparent and mutually beneficial,” says Nortje. She believes car rental remains a critical enabler of travel and economic activity in South Africa, adding that First Car Rental’s focus is on delivering consistent value, reliability and a customer experience that reflects the evolving expectations of today’s traveller.