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Goldcar Launches Premium 'Rhodium' Service and Embarks on Global Expansion

Goldcar, an industry leader in the car rental market, has broadened its services through the Rhodium brand, a premium option for the holiday car rental market. The industry pioneer is also embarking on a new stage of international growth, to expand its consolidated position in the Mediterranean to new global markets.

Goldcar Rental, founded in 1985, leads the holiday car rental sector in Spain with a market share exceeding 20%. The diversification of services will allow Goldcar to reinforce its already established position in the Mediterranean as well as acting as opening up new business avenues in the United States, Canada, South America, Asia and Australia. As a result, the company has opened a sales channel consisting of agencies, intermediaries and other stakeholders in high quality products to launch its new premium line.


Juan Carlos Azcona, Managing Director of Goldcar Rental says that, "being able to offer new customers our current European destinations is an exciting challenge. The huge possibilities for growth to be found in countries such as the United States or South America are key factors for our international expansion in the medium and long term and Rhodium is an essential element for its success."

The business strategy deployed by Goldcar focuses on establishing the Rhodium brand through Goldcar sales channels, to provide its premium services. Therefore, Azcona points out, "we are working on presenting the brand as a premium option that addresses the specific needs of its respective travellers. The plan involves a comprehensive programme of agreements with agencies and other intermediaries, and will also give visibility to the brand and its proposals through the specific Rhodium webpage, adapted to each destination."

A commitment to high quality services

The services provided by Rhodium are particularly aimed at a user who is looking for something extra in a holiday rental car at a competitive price. Aside from the quality and constant renewal of the fleet, features distinct to Goldcar, Rhodium's unique selling point is its "All Inclusive" option. A rental through Rhodium includes special services such as a full fuel tank on collection, priority attention at reception and vehicle delivery throughout the entire Goldcar network.

Rhodium also offers travellers a host of new opportunities, particularly for those who opt for going overseas or on long trips with a focus on vehicle comfort. Provided are more spacious interiors with greater boot capacity or special features such as automatic gearboxes, which maintains a growing preference among users.

Goldcar Rental has a network of 65 branches throughout Spain, Italy, Portugal, France, Greece, Malta, Andorra and Morocco, with a roster of 800 employees, and handles a fleet of more than 42,000 vehicles. Goldcar has established itself as a clear leader in the vacational European car rental market and is undergoing broad international expansion plans.


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