You might want to drive an exotic or luxury car around every once in a while… but you’re not necessarily looking to buy one.

Which meant, for years, you were out of luck if you wanted to rent one.

Niche rental companies have started to change that, however.

Luxury exotic car rental booking is easier than ever — eating into the market share of old-school rental giants.

Just look at the market size…

Global rental market for exotic cars was $14.1 billion in 2024, and is expected to grow by 8% annually until it nearly doubles to $26 billion in 2033. Growth like that isn’t by chance.

Traditional vs Niche Rental Companies

You’ve got legacy rental companies like Hertz, Avis and Enterprise. They’re all designed around getting people from point A to point B in an affordable sedan.

Niche rental companies realised that players in the space weren’t catering to customers that wanted to rent a Lambo… and filled that gap.

If you’re interested in exotic rental cars, check out Fisher Luxury Rental. They make booking a premium rental car easier than ever, and their customer reviews speak for themselves.

• Why Rental Niche Companies Are Outperforming
• Legacy Rental Companies Are Failing Customers
• How Rental Companies For Niche Vehicles Are Winning
• Future Implications On The Rental Industry

Why Rental Niche Companies Are Increasing At A Rapid Rate

It’s really no mystery…

People don’t rent cars to own them. They’re renting them to experience something new.

Enter millennials and Gen Z. The demographics that value experiences over ownership.

As younger generations begin renting cars for special occasions — they want to feel excited about driving their rentals home.

Renting niche vehicles like exotic cars, luxury cars and high-performance cars allows renters to feel that excitement.

Companies focusing on these niche markets understand that better than their competitors.

Legacy rental companies are built around selling as many rentals as possible. Primarily standard vehicles.

Niche rental companies are growing because they’re selling an experience, rather than a means to get somewhere.

They don’t compete with legacy companies on fleet size. They offer specialised exotic vehicles and compete with white-glove customer service.

That means every part of the rental experience is vetted, considered and fine-tuned to ensure customers are blown away.

The luxury car rental market is expected to reach $52.82 billion in 2025 and grow to $89.60 billion by 2032 in part due to these types of upgrades. Customers are willing to spend more on companies that offer them a unique product.

Legacy Rental Companies Aren’t Putting Customers First

It’s been this way for as long as anyone can remember.

Slow rental counter service. Basic cars. Overcomplicated pricing models. And a terrible customer experience.

That’s just the beginning…

Traditional rental companies don’t see you, the customer, as an individual.

Say you’re renting a nice car for your anniversary. You wouldn’t expect to receive the same level of service as say… renting a standard vehicle for business travel.

But that’s exactly how rental companies have catered to customers for decades.

And as times have changed, they haven’t.

Both rental scenarios should be treated differently, but they’re not. Customers want to feel special when they rent a car (especially for special occasions)… but legacy rental companies make that nearly impossible.

• Customer Service Worth Talking About
• Convenient & Streamlined Rentals
• Vehicles That Regular Companies Don’t Rent

These are all things customers are asking for. But aren’t receiving from their local rental giant.

Traditional companies have built their businesses around making a profit off of each car they own.

That doesn’t leave room for fun, luxury or niche vehicles.

Renting A Lamborghini Has Become The New Booking A Hotel Room With A Pool

Hotels with pools have always been “better” than your standard hotel.

Except now renting a luxury exotic car is the new hotel with a pool.

And these rental companies are crushing the legacy businesses.

Let’s talk about how they’re doing this.

How Rental Companies That Specialise In Niche Vehicles Are Dominating The Industry

They Only Offer Vehicles That Turn Heads

Let’s start with the most obvious.

If you rent a car from Hertz… you’ll never get a Ferrari.

But if you rent from a luxury or exotic-only rental company… you will.

These types of companies build their business around renting vehicles that traditional companies don’t.

Not only that, but they select their vehicles based on their target market.

Business professionals may be more interested in luxury cars, while car enthusiasts would prefer a high-performance vehicle.

Putting The Customer First

The best luxury exotic rental companies understand exactly who their customer is.

And they gear every part of their business toward satisfying that demographic.

From vehicle selection, to customer service, to how customers can actually rent a car.

Everything is designed with the customer’s best interest in mind.

Let’s explore.

Renting Made Easy

Legacy rental companies were so late to digitising the rental process.

Enter startups that built their business model around renting cars online.

Websites that are easy to use. Pricing that is simple and transparent. And rentals that can be booked in minutes.

Say goodbye to calling and speaking to rental reps. Or renting cars without knowing exactly what your money is paying for.

Online rental companies have streamlined the process for customers.

Making it ridiculously easy to rent a car.

Building Brands

The smartest rental companies are branding themselves as lifestyle businesses.

Rather than renting cars… they’re selling an experience.

Social media is a big reason why.

When someone posts a photo of themselves renting a Lamborghini… who does that attract?

More customers.

Anyone that sees that photo will instantly want that experience for themselves.

Posting luxury exotic rental cars on social creates endless opportunities for new customers to find your business.

The Future Of Renting Cars

Rentals will always be a thing.

Regardless of how many startups emerge that make renting a luxury or exotic car cheap.

There will always be a market for people that just need a reliable rental to get from point A to point B.

But as more people begin renting for experiences, that’s where companies will make their money.

Rental cars that “spark joy”.

Here’s what the future of renting will look like.

• Specialisation
• Technology
• Expanding To New Markets

More Opportunities For Specialisation

Cars aren’t just “cars”.

You don’t rent the same car for a family vacation that you do when renting for work.

But that’s how legacy rental companies operate.

The beauty of renting niche vehicles is being able to specialise in specific markets.

Aggressive SUVs. Luxurious convertibles. Exotic Porsches.

Each car has a different market. And catering to these individual markets is one thing these companies do best.

Technology Will Get Better

The rental process was overdue for some innovation.

Startup rental companies are taking advantage of new technology to make renting a car better:

• Keyless pickup
• Virtual Rentals
• AI-generated recommendations based on past rentals

As these types of technology become more mainstream, rentals will only get better.

At least the ones hosted by companies that care about the customer experience.

Going Beyond Major Cities

Lots of new rental companies are popping up in major cities.

Los Angeles, Miami, New York. You get the idea.

But as the demand for rentals increases, these companies will start to branch out.

Renting a Lamborghini in Miami is nice. But what about Puerto Rico? Or Santa Barbara?

Expanding into new markets is the next step for these companies.

Wrapping Things Up

Cars really can “spark joy”.

And thanks to companies allowing people to rent luxury and exotic cars… anyone can enjoy that happiness whenever they want.

As more people move away from buying cars and begin renting for special occasions… these niche markets will continue to grow.

Traditional companies can try to adapt by including luxury vehicles with their standard rentals.

But expect those cars to be dusty and never rented out.

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How proactive water management, repointing, and detail upgrades keep masonry dry—and lifecycle costs predictable.

Corporate facilities in cold climates face a predictable foe: freeze–thaw deterioration. When moisture finds its way into brick and mortar, winter cycles expand and contract the assembly until spalling, cracking, and efflorescence appear—often right when occupancy and brand experience matter most. This guest post outlines practical, budget-minded steps facilities leaders can use to reduce risk across portfolios while keeping projects compliant and disruption low.

1) Control Water First: The Root Cause of Most Façade Issues

Moisture is the accelerant behind many masonry failures. In practice, portfolio teams can get ahead of it by auditing drainage paths (flashings, weeps, copings) and scheduling repointing before mortar joints deteriorate. When assemblies stay dry, freeze–thaw forces have less to work with, and you preserve the building’s thermal and acoustic performance. Independent research in cold climates underscores how saturation plus freezing drives long-term damage—especially at parapets, sills, and other water traps (see government and research resources in Additional Resources). In short: keep water out, move water through, and let walls dry.

Actionable checkpoints: verify that through-wall flashings lap correctly to the exterior; confirm weep spacing is clear; inspect parapet caps and sealant transitions; and add annual façade walks timed right after the first deep freeze. These modest steps often defer major repairs and smooth lifecycle spend.

2) Plan for Compliance: Permits, Heritage, and Spec Alignment

Montreal and similar jurisdictions may require permits for exterior cladding repairs or replacements, and work in heritage areas can trigger additional design reviews. Project delays typically come from unclear scopes, incomplete documentation, or specs that don’t align with local standards. Upfront planning prevents rework: define the performance objective (e.g., stop water ingress at shelf angles), document site conditions with photos, and reference the applicable city permitting pages and CSA/industry guidance in your tender packages. That way, contractors bid apples-to-apples, and your team navigates reviews faster while maintaining the historic fabric and street context.

3) Find Hidden Hotspots Early: Lintels, Anchors, and Veneer Movement

The most expensive emergencies are often the least visible—until they aren’t. Steel lintels concealed behind brick can corrode, expand, and telegraph distress as cracked heads at window corners or rust staining below sills. Likewise, aging or corroded ties/anchors can allow the veneer to bulge or bow, creating safety risks and special-duty remediation. A structured facade condition assessment (binocular scan + lift access at sample bays) identifies these hotspots before they escalate. From there, targeted scopes—like lintel replacement, anchor reinforcement, or selective rebuilds—can be sequenced across fiscal years to stabilize CapEx.

To support scoping and board approvals, many facility teams pair findings with simple risk matrices: likelihood x consequence. Mapping that against tenant exposure (entries, sidewalks, loading docks) helps justify near-term repairs and defer non-critical items without compromising safety.

4) Build a Data-Driven Capital Plan (and Stick to It)

Unplanned envelope failures are budget wildcards. Converting ad-hoc fixes into a 3–5-year capital plan removes surprises and helps defend budgets. The playbook is straightforward: (1) complete a baseline façade assessment, (2) prioritize risks that can become public-facing incidents, (3) bundle similar scopes for economies of scale, and (4) schedule preventive repointing and sealant cycles before distress returns. This is where a specialized masonry partner’s documentation adds value: photos annotated to defects, quantity takeoffs, and phasing options that coordinate with interior users and swing-stage logistics.

Where it helps the most, teams often consult independent references (see Additional Resources) to benchmark service life expectations in freeze–thaw zones. That evidence supports reserve studies and aligns leadership on timing—especially for multi-asset portfolios.

Where to Turn for Depth and Execution

For technical depth, portfolio leaders often consult a qualified masonry contractor to sanity-check scopes, sequencing, and constructability. As a neutral resource on Montreal-area methods and materials, Brique Maconnerie provides overviews of repointing, lintel replacement, and brick repair approaches that help teams evaluate options without committing to a single path. Their pages can be useful for confirming the terminology and typical steps you’ll encounter in tender documents and site work.

A Practical Sequencing Model for Busy Campuses

To minimize disruption in live facilities, consider a two-pass model:

Pass A—Water first: address flashings, weeps, sealants, and urgent repointing to halt active ingress before winter.

Pass B—Structure next: phase lintel and anchor interventions during shoulder seasons, bundling elevations to reduce mobilization cost.

Add a lightweight annual audit each fall (60–90 minutes per façade) to update risk ratings and keep the capital plan current. Over time, this approach converts “surprise shutdowns” into predictable, scheduled work.

Conclusion

Freeze–thaw climates punish wet masonry, but the path to control is repeatable: manage water, align compliance, find hidden risks early, and plan capital with evidence. With that framework, facilities leaders can protect tenants, stabilize reserves, and extend the life of brick façades across the portfolio.

Additional Resources

• Montreal Masonry – Overview of common repair scopes and terminology for planning teams.
• City of Montreal – Exterior Cladding Repairs/Replacement (Permits): municipal guidance on when permits apply and how to prepare submissions.