歐洲汽車租賃：市場佔有率分析、產業趨勢與統計及成長預測（2026-2031）

根據 Mordor Intelligence 預測，歐洲汽車租賃市場規模將從 2025 年的 211.7 億美元和 2026 年的 223.7 億美元成長到 2031 年的 309.1 億美元，2026 年至 2031 年的年複合成長率（CAGR）為 6.68%。

本報告按預訂類型（離線和線上）、租賃管道（機場內和機場外）、租賃期限（短期和長期）、用途（休閒、旅遊等）、車輛類型（乘用車等）、動力傳動系統（內燃機等）、服務模式（傳統汽車租賃等）、最終用戶和國家/地區進行細分。市場預測以美元計價。

歐洲汽車租賃市場的趨勢與洞察

歐盟的「Fit for 55」舉措正在加速汽車租賃公司車輛的電氣化。

歐盟的《歐洲氣候法案》設定了具有法律約束力的目標，即到2030年將溫室氣體淨排放量比1990年水準減少至少55%。 「Fit for 55」一攬子計畫實施了一系列措施（包括與交通相關的法規）以實現這一目標。各大公司相信，電動車與內燃機汽車價格差距的縮小將擴大消費者的接受度，因此紛紛訂購多年期的量產純電動車和插電式混合模式。為了運作這些車輛，營運商正在部署高功率充電樁，以縮短週轉時間並保持車輛正常運行運轉率。早期採用者正從汽車製造商那裡獲得折扣和優先配額，從而拉大了與後進企業之間的成本差距，後入者由於前置作業時間更長、獲得的補貼更少。然而，純電動車的高昂購置成本給企業財務帶來了壓力，因此，充電基礎設施的合資企業和綠色債券的發行正在推進，以籌集資金用於車隊現代化改造。

地中海地區旅遊業的復甦帶動了休閒租車的需求。

預計到2025年10月，西班牙將迎來920萬國際遊客，較2024年10月成長3.2%。義大利和法國也呈現類似的成長勢頭，休閒汽車租賃需求不斷擴大，尤其是在高度依賴自駕出行的沿海地區。營運商正將車輛資源重新分配到南部地區，以確保旺季期間的運轉率，並在夏季延長車輛租賃期限以避免重新分配成本。這種復甦也帶動了GPS、兒童安全座椅和保險等輔助服務的收入成長，抵銷了季節性競爭的影響。然而，冬季需求的急劇下降迫使營運商採取動態定價策略，並將跨境重新分配到中歐地區，以維持可接受的運轉率。

電動車 (EV) 的快速普及導致內燃機汽車 (ICE) 的殘值波動，對車隊投資回報率帶來壓力。

電池式電動車（BEV）的加速普及導致汽油和柴油車的二手車需求萎縮，競標價格下跌，報廢前置作業時間延長。以往即使使用一年後仍能維持50%以上殘值的內燃機（ICE）小型車，如今在大型競標會上只能以原價的45%至48%左右的價格成交，迫使汽車租賃公司增加折舊免稅額費用。同時，由於擔心電池劣化，仍在發展中的二手電動車市場流動性下降，即使是電動車的投資回報也放緩。這種雙重壓力迫使營運商延長車輛持有期以應對價值下滑，但更長的持有週期降低了車隊的平均車齡，並增加了維護成本。中型租賃公司已經面臨財務壓力，例如融資上限收緊和資金籌措利差擴大。

細分市場分析

到2025年，線上預訂將佔總收入的61.75%，反映出簡化辦理入住手續和整合會員權益的平台在歐洲汽車租賃市場中市場佔有率不斷成長。預計到2031年，歐洲汽車租賃市場透過線上管道的規模將以10.23%的複合年成長率成長。價格比較網站提高了價格透明度，鼓勵業者制定合理的價格，同時也促進了輔助服務的捆綁銷售，從而維持盈利能力。如今，行動應用程式在預訂電池式電動車（BEV）時會顯示即時充電樁的可用性，這緩解了用戶對續航里程的擔憂，並提高了高階純電動車的使用率。

線下通路仍佔約38%的市場佔有率，主要服務偏好集中帳戶管理和統一帳單的企業客戶。櫃檯負責人透過面對面的服務，更有效地提升銷售全險和延長道路救援系統，從而提高了每筆預訂的輔助收入。然而，不斷上漲的人事費用和機場收費正在降低線下交易的盈利，促使企業增加對分店自動化的投資。混合模式，例如在主要機場安裝的自助服務終端，允許線上憑證無需工作人員干預即可兌換成實體鑰匙，從而模糊了管道之間的界限。隨著這些自助服務終端的普及，線下通路的佔有率將會下降，但其在滿足複雜的B2B計費需求方面的策略角色仍將保留。

到2025年，非機場門市將佔據55.68%的市場佔有率，這主要得益於郊區和城市分店與會員訂閱計畫的整合。預計到2031年，其複合年成長率將達到8.15%，這將鞏固其在歐洲非機場租車市場的主導地位。便利的地理位置和低廉的租金使營運商能夠為尋求短途休閒旅行的當地居民提供極具吸引力的周末套餐。此外，靠近公共交通樞紐的位置鼓勵單程租賃，因為單程租賃的日租金高於往返租車。

機場櫃檯仍然是休閒旅行的主要租車管道，乘客到達後即可立即預訂車輛。然而，高昂的特許經營費推高了每次預訂的成本，促使業者透過會員折扣鼓勵顧客使用市區分店。配備多品牌停車位和共用電動車充電樁的綜合租車中心正面臨激烈的價格競爭，因為顧客會在同一設施內比較不同公司的價格。儘管如此，以機場租車市場為代表的歐洲租車市場，預計仍將隨著入境旅遊的擴張而持續成長。

到2025年，短期租賃將佔歐洲汽車租賃市場規模的78.96%，構成歐洲汽車租賃市場日租金的基礎。然而，包括月租在內的長期租賃市場預計到2031年將以8.47%的複合年成長率成長，屆時其在歐洲汽車租賃市場的佔有率將超過20%。月租模式透過長期將車輛保留給單一客戶，從而穩定車輛運轉率，並降低週轉成本。此外，月租模式還能緩解季節性波動，分散車隊風險，尤其是在旅遊旺季，風險往往集中在旺季。

另一方面，尤其對於內燃機汽車而言，如果二手市場價格持續波動，長期持有會增加殘值波動的風險。為了降低折舊免稅額，一些複雜的售後回租模式和與汽車製造商（OEM）簽訂的擔保回購協議正在興起。此外，從訂閱車隊取得的遠端資訊處理資料能夠增強預測性維護，減少停機時間，並維持車輛的轉售價值。短期租賃對於滿足臨時休閒需求和商務旅行仍然至關重要，但隨著都市區商務人士越來越接受訂閱式服務，其市場佔有率將逐漸萎縮。

其他好處：

• Excel格式的市場預測（ME）表
• 3個月的分析師支持

目錄

第1章：引言

• 研究假設和市場定義
• 調查範圍

第2章：調查方法

第3章執行摘要

第4章 市場狀況

• 市場概覽
• 市場促進因素
  • 歐盟的「適合55歲人士」法規正在加速汽車租賃公司車輛的電氣化進程。
  • 地中海地區旅遊業的復甦帶動了休閒租賃房產的交易量。
  • 數位原生代旅行者的激增正在推動西歐各地的線上預訂量成長。
  • 都市區基於訂閱的「汽車即服務」模式的興起
  • 電動車充電基礎設施的快速擴張正在推動車隊的電氣化。
  • 企業永續發展計畫支持低碳租賃方案
• 市場限制因素
  • 電動車的快速普及導致燃油車殘值波動，降低了車隊的投資報酬率。
  • 電動車購置成本不斷上漲以及充電基礎設施投資增加，給資本配置帶來了壓力。
  • 歐盟對消費者保護和價格透明度的更嚴格規定推高了合規成本。
  • 都市區的汽車共享和叫車服務正在蠶食城市的租車市場。
• 監管和技術展望
• 波特五力模型

第5章 市場規模與成長預測

• 按預訂類型
  • 離線
  • 線上
• 租賃頻道
  • 機場內部
  • 機場外
• 租賃期
  • 短期（30天內）
  • 長期/營業租賃（30天或以上）
• 透過使用
  • 休閒/旅遊
  • 商業/企業
• 車輛類型
  • 搭乘用車
  • 輕型商用車
  • 大型商用車輛和巴士
• 按動力傳動系統
  • 內燃機（ICE）
  • 混合動力電動車（HEV/PHEV）
  • 電池式電動車（BEV）
• 按服務模式
  • 傳統汽車租賃
  • 車輛訂閱
  • 汽車共享
• 最終用戶
  • 自駕
  • 帶司機
  • 企業車輛管理外包
• 國家
  • 德國
  • 英國
  • 法國
  • 西班牙
  • 義大利
  • 荷蘭
  • 北歐國家（瑞典、挪威、丹麥、芬蘭）
  • 其他歐洲國家

第6章 競爭情勢

• 市場集中度
• 策略措施（併購、合作、車輛投資）
• 市佔率分析
• 公司簡介
  • Europcar Mobility Group
  • Enterprise Holdings Inc.
  • SIXT SE
  • Avis Budget Group Inc.
  • Hertz Global Holdings Inc.
  • OK Mobility Group
  • Goldcar Rental SL
  • Auto Europe LLC
  • Buchbinder Rent-a-Car
  • BlaBlaCar
  • Ayvens
  • Finn Auto GmbH
  • Leasys SpA
  • Ubeeqo Carsharing GmbH
  • Green Motion International
  • Share Now GmbH
  • DRIVALIA Car Rental

第7章 市場機會與未來展望

According to Mordor Intelligence, the European vehicle rental market size is projected to expand from USD 21.17 billion in 2025 and USD 22.37 billion in 2026 to USD 30.91 billion by 2031, registering a CAGR of 6.68% between 2026 and 2031.

This report is Segmented by Booking Type (Offline and Online), Rental Channel (On-Airport and Off-Airport), Rental Duration (Short Term and Long Term), Application Type (Leisure/Tourism and More), Vehicle Type (Passenger Cars and More), Powertrain (ICE and More), Service Model (Traditional Car Rental and More), End-User, and Country. The Market Forecasts are Provided in Terms of Value (USD).

Europe Vehicle Rental Market Trends and Insights

EU Fit-for-55 Mandates Accelerating Fleet Electrification Among Rental Operators

The EU's European Climate Law sets a legally binding target to reduce net greenhouse-gas emissions by at least 55% by 2030 versus 1990; the Fit for 55 package implements measures (including transport-related rules) to meet that target.. Leading firms have placed multi-year orders for high-volume BEV and plug-in hybrid models, confident that price parity with ICE vehicles will widen customer acceptance. To support these assets, operators are installing high-power depot chargers that shorten turnaround times and preserve utilization. Early adopters are locking in OEM discounts and preferential allocation, creating a widening cost differential versus fast followers who face longer lead times and thinner rebates. Nonetheless, the higher ticket price of BEVs strains balance sheets, prompting joint-venture charging investments and green-bond issuances to fund fleet upgrades.

Mediterranean Tourism Rebound Inflating Leisure-Rental Volumes

In October 2025, Spain welcomed 9.2 million international tourists, marking a 3.2% increase from October 2024. Similar momentum in Italy and France is swelling leisure-rental demand, especially in coastal regions that rely on self-drive mobility. Operators are relocating fleet assets southward to capture peak-season utilization and are extending vehicle holding periods in summer to avoid repositioning costs. The rebound also inflates ancillary revenue from GPS, child-seat, and insurance add-ons, offsetting seasonal price competition. However, sharp winter slowdowns force dynamic pricing and cross-border reallocation to Central Europe to maintain acceptable load factors.

Volatile ICE Residual Values Amid Rapid EV Uptake Denting Fleet ROI

Accelerating BEV adoption is eroding resale demand for petrol and diesel models, depressing auction prices, and extending disposal lead times. An ICE compact that historically commanded over 50% residual value after a year now clears at a rate of nearly 45-48% in major auctions, forcing rental firms to raise depreciation charges. Meanwhile, the still-nascent used-BEV market suffers illiquidity due to battery-degradation concerns, delaying payback even for electrified assets. This twin squeeze compels operators to lengthen holding periods to ride out value troughs, but longer cycles lower average fleet age and heighten maintenance outlays. Financial pressure is already evident in tighter covenant ratios and higher funding spreads for mid-tier lessors.

Other drivers and restraints analyzed in the detailed report include:

1. Surge in Digital-Native Travellers Boosting Online Bookings Across Western Europe
2. Rise of Subscription-Based Car-as-a-Service Models in Urban Centers
3. High EV Acquisition Costs and Charging Infrastructure Investments Straining Capital Allocation

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Online bookings delivered 61.75% of 2025 revenue, reflecting the Europe vehicle rental market share advantages of platforms that reduce check-in friction and integrate loyalty rewards. The European vehicle rental market size attributed to online channels is set to climb at a 10.23% CAGR by 2031. Price-comparison sites provide customers with transparency, keeping operators honest while encouraging ancillary bundling to maintain yields. Mobile apps now display real-time charger status for BEV reservations, easing range concerns and raising attachment rates for premium battery categories.

The offline channel still retains nearly 38% of market share and caters to corporate clients that prefer centralized account management and consolidated invoicing. Counter agents who upsell full-damage waiver and extended-roadside cover more effectively, through face-to-face support, achieve higher ancillary revenue per booking. Yet rising labor costs and airport concession fees erode the profitability of walk-in transactions, spurring branch automation investments. Hybrid models, such as self-service kiosks at major airports, blur the lines between channels by allowing online vouchers to be converted into physical keys without requiring staff interaction. As these kiosks roll out, offline share will slide while maintaining a strategic role for complex B2B billing needs.

Off-airport locations accounted for 55.68% of the 2025 market, buoyed by suburban and downtown branches that plug into subscription programs. Growth is projected at an 8.15% CAGR by 2031, solidifying the off-airport Europe vehicle rental market's leadership share. Convenience and lower facility rent permit operators to offer attractive weekend packages to locals seeking short leisure trips. Proximity to mass transit nodes also drives one-way rentals, which command higher day rates than round-trip bookings.

On-airport counters still dominate sun-destination leisure itineraries, capturing bookings immediately after arrivals. However, high concession fees increase the cost per booking, prompting operators to drive volume to city branches through loyalty discounts. Consolidated rental centers, complete with multi-brand bays and shared EV chargers, intensify rate competition as customers cross-shop within the same facility. The European vehicle rental market, represented by on-airport segments, will nonetheless continue to expand as inbound tourism grows.

Short-term rentals accounted for 78.96% of the 2025 market size, anchoring the day-rate backbone of the European vehicle rental market. Even so, the long-term category, which includes monthly subscriptions, will outpace at an 8.47% CAGR by 2031, nudging its share of the European vehicle rental market to over 20% by 2031. Subscriptions stabilize utilization by retaining assets with one customer for extended periods, thereby lowering turnaround expenses. They also smooth seasonal swings, reallocating fleet risk away from peak-tourism clusters.

Conversely, holding a vehicle longer raises residual-value exposure if secondary-market prices remain volatile, mainly for ICE models. Sophisticated lease-back structures and guaranteed repurchase agreements with OEMs are emerging to cap depreciation. In addition, telematics data gleaned from subscription fleets enhances predictive maintenance, reducing downtime and preserving resale value. Short-term rentals remain essential for capturing last-minute leisure demand and corporate trips, but their share will gradually erode as urban professionals adopt a subscription mindset.

Complete Report Scope:

• By Booking Type
  • Offline
  • Online
• By Rental Channel
  • On-Airport
  • Off-Airport
• By Rental Duration
  • Short-Term (up to 30 days)
  • Long-Term / Operating Lease (over 30 days)
• By Application
  • Leisure / Tourism
  • Business / Corporate
• By Vehicle Type
  • Passenger Cars
  • Light Commercial Vehicles
  • Heavy Commercial Vehicles and Buses
• By Powertrain
  • Internal Combustion Engine (ICE)
  • Hybrid Electric Vehicle (HEV/PHEV)
  • Battery Electric Vehicle (BEV)
• By Service Model
  • Traditional Car Rental
  • Vehicle Subscription
  • Car Sharing
• By End-User
  • Self-Driven
  • Chauffeur-Driven
  • Corporate Fleet Outsourcing
• By Country
  • Germany
  • United Kingdom
  • France
  • Spain
  • Italy
  • Netherlands
  • Nordics (Sweden, Norway, Denmark, Finland)
  • Rest of Europe

List of Companies Covered in this Report:

1. Europcar Mobility Group
2. Enterprise Holdings Inc.
3. SIXT SE
4. Avis Budget Group Inc.
5. Hertz Global Holdings Inc.
6. OK Mobility Group
7. Goldcar Rental S.L.
8. Auto Europe LLC
9. Buchbinder Rent-a-Car
10. BlaBlaCar
11. Ayvens
12. Finn Auto GmbH
13. Leasys S.p.A.
14. Ubeeqo Carsharing GmbH
15. Green Motion International
16. Share Now GmbH
17. DRIVALIA Car Rental

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 Introduction

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 Research Methodology

3 Executive Summary

4 Market Landscape

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 EU Fit-for-55 Mandates Accelerating Fleet Electrification Among Rental Operators
  • 4.2.2 Mediterranean Tourism Rebound Inflating Leisure-Rental Volumes
  • 4.2.3 Surge in Digital-Native Travellers Boosting Online Bookings Across Western Europe
  • 4.2.4 Rise of Subscription-Based Car-as-a-Service Models in Urban Centres
  • 4.2.5 Rapid Expansion of EV Charging Infrastructure Enabling Fleet Electrification
  • 4.2.6 Corporate Sustainability Programmes Favouring Low-Carbon Rental Packages
• 4.3 Market Restraints
  • 4.3.1 Volatile ICE Residual Values Amid Rapid EV Uptake Denting Fleet ROI
  • 4.3.2 High EV Acquisition Costs and Charging Infrastructure Investments Straining Capital Allocation
  • 4.3.3 Stricter EU Consumer-Protection and Pricing-Transparency Rules Inflating Compliance Costs
  • 4.3.4 Urban Car-Sharing and Ride-Hailing Cannibalising Intra-City Rentals
• 4.4 Regulatory and Technological Outlook
• 4.5 Porter's Five Forces
  • 4.5.1 Threat of New Entrants
  • 4.5.2 Bargaining Power of Buyers
  • 4.5.3 Bargaining Power of Suppliers
  • 4.5.4 Threat of Substitutes
  • 4.5.5 Intensity of Competitive Rivalry

5 Market Size and Growth Forecasts (Value)

• 5.1 By Booking Type
  • 5.1.1 Offline
  • 5.1.2 Online
• 5.2 By Rental Channel
  • 5.2.1 On-Airport
  • 5.2.2 Off-Airport
• 5.3 By Rental Duration
  • 5.3.1 Short-Term (up to 30 days)
  • 5.3.2 Long-Term / Operating Lease (over 30 days)
• 5.4 By Application
  • 5.4.1 Leisure / Tourism
  • 5.4.2 Business / Corporate
• 5.5 By Vehicle Type
  • 5.5.1 Passenger Cars
  • 5.5.2 Light Commercial Vehicles
  • 5.5.3 Heavy Commercial Vehicles and Buses
• 5.6 By Powertrain
  • 5.6.1 Internal Combustion Engine (ICE)
  • 5.6.2 Hybrid Electric Vehicle (HEV/PHEV)
  • 5.6.3 Battery Electric Vehicle (BEV)
• 5.7 By Service Model
  • 5.7.1 Traditional Car Rental
  • 5.7.2 Vehicle Subscription
  • 5.7.3 Car Sharing
• 5.8 By End-User
  • 5.8.1 Self-Driven
  • 5.8.2 Chauffeur-Driven
  • 5.8.3 Corporate Fleet Outsourcing
• 5.9 By Country
  • 5.9.1 Germany
  • 5.9.2 United Kingdom
  • 5.9.3 France
  • 5.9.4 Spain
  • 5.9.5 Italy
  • 5.9.6 Netherlands
  • 5.9.7 Nordics (Sweden, Norway, Denmark, Finland)
  • 5.9.8 Rest of Europe

6 Competitive Landscape

• 6.1 Market Concentration
• 6.2 Strategic Moves (M&A, Partnerships, Fleet Investments)
• 6.3 Market Share Analysis
• 6.4 Company Profiles (Includes Global-level Overview, Market-level Overview, Core Segments, Financials, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Europcar Mobility Group
  • 6.4.2 Enterprise Holdings Inc.
  • 6.4.3 SIXT SE
  • 6.4.4 Avis Budget Group Inc.
  • 6.4.5 Hertz Global Holdings Inc.
  • 6.4.6 OK Mobility Group
  • 6.4.7 Goldcar Rental S.L.
  • 6.4.8 Auto Europe LLC
  • 6.4.9 Buchbinder Rent-a-Car
  • 6.4.10 BlaBlaCar
  • 6.4.11 Ayvens
  • 6.4.12 Finn Auto GmbH
  • 6.4.13 Leasys S.p.A.
  • 6.4.14 Ubeeqo Carsharing GmbH
  • 6.4.15 Green Motion International
  • 6.4.16 Share Now GmbH
  • 6.4.17 DRIVALIA Car Rental

7 Market Opportunities and Future Outlook

• 7.1 White-Space and Unmet-Need Assessment