The Car Rental Industry's Outlook for 2026

As we enter 2026, we are observing more clearly that the car rental industry is increasingly transforming into an ecosystem that produces “mobility experiences.” The demand for speed and convenience in user expectations, the deeper integration of technology into operational processes, and the cost-efficiency balance of fleets form the main axes of this transformation. The determining factor in competition is no longer just price; it is transparency, trust, continuity, and end-to-end experience design.

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. These figures clearly demonstrate that car rental services have become a permanent and growing part of the global mobility ecosystem.

In Türkiye, the sector has now reached a mature volume. According to the latest report published by TOKKDER–NielsenIQ, the operational vehicle leasing sector has an asset size of 314.7 billion TL and a managed fleet of 235,000 vehicles. This scale shows that Türkiye's vehicle leasing market now has an operational volume comparable not only regionally but also with Europe.

Digital User Experience is Strengthening in Türkiye.

While digital booking, contracting, and delivery processes are becoming standard in Europe and North America, in Türkiye we see that digital user experience has significantly improved, especially in airport operations. Investments are also rapidly continuing in urban areas. This picture shows us that digital transformation is progressing gradually in the Turkish market and that user experience will accelerate in the coming period.

On the other hand, while AI and automation speed up our operations, I believe that what truly makes a difference in the industry is not speed, but trust. Users want to understand how the process works, know what they are paying for and why, and be able to have their voices heard when necessary. We can confidently say that in 2026, the winning companies will be those that use technology not just for efficiency, but for transparency and fairness.

Fleet Management is Now a Strategic Decision

Vehicle procurement, financing, maintenance costs, and resale value… Fleet operations are no longer just a matter of size; they are a matter of strategic balance. Electric and hybrid vehicles are part of the future. However, this transformation needs to be managed in conjunction with infrastructure, user habits, and total cost realities. Success depends on bringing vision and realism together.

Those with Operational Strength Will Win in 2026

For the car rental industry, 2026 will be a year in which technology matures and competition goes beyond price.

Companies that strengthen their digital infrastructure, standardize fleet and claims processes, and manage customer communication transparently will build lasting trust.

The main difference during this period will be created by consistency at every touchpoint, operational discipline, and a sustainable growth approach.

Firat Fidan

CEO of Europcar & Goldcar Türkiye