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Looking at the global market, we see that the sector is maintaining its growth momentum. International market research organizations expect the global car rental market to reach approximately $169 billion in 2026, while forecasting a compound annual growth rate of 10.36% between 2026 and 2031.

While the short-term rental market grew in 2025, the operational fleet segment continued to shrink. The Turkish car rental sector experienced a clear divergence between the short-term and long-term segments in 2025. While demand for individual short-term rentals increased during the summer due to tourism, high financing costs and total cost of ownership (TCO) pressures led to a contraction in operational fleet rentals.

LenaCars study shows that vehicle ownership has become a luxury in Turkey, while renting is now the rational choice. Vehicle ownership costs in Turkey have reached record highs in recent years, driven by rising exchange rates and heavy taxation.

Avis Turkey, Turkey's first corporate car rental brand, is celebrating its 50th anniversary. Continuing to grow under the Otokoç Otomotiv umbrella, the company stands out for its service quality, customer satisfaction, and international success during its half-century journey that has shaped the development of the sector.