The First Car Rental brand was born from a strategic desire to be the leading car rental company in South Africa and beyond. The collective expertise and dedication of the previously known National Alamo Car Rental team, as well as the footprint secured throughout the country, which added to 44 locations countrywide, has given First Car Rental the impetus to strive for a domestic owned brand with endless opportunities.

The brand positioning is centred on empowering the people to deliver a great service through innovation and commitment. This is driven and supported by our 5 F’s which are realised through our:

  • Full value service and systems
  • Friendly, knowledgeable and committed people
  • Flawless values
  • Free spirited, pro-active attitude
  • Fervent passion