General

How Top Rent A Car performed during COVID – Rental Activities

How Top Rent A Car performed during COVID - Rental Activities

In 2022, Top Rent A Cat wants to expand its fleet by about 20% and add more electric cars. It believes in a “green” future and is actively preparing for the transition to shared mobility.

Photo: Top Rent A Car


Top Rent A Car is a national car rental company with 13 offices in Bulgaria. We are currently the leading operator in this sector, with a 44.5% market share, with the largest fleet in the local market, with approximately 2,000 vehicles in different classes.

How COVID-19 Affected Cases

The main customer groups in the car rental sector in Bulgaria come from Russia, Germany and England, which have been hit hard by the COVID crisis. For that reason, our expectations for the market in 2020 were very pessimistic.

The pandemic has hit car rental companies very hard. The decrease in the number of reservations was enormous. The 14-day quarantine measure mainly affected those arriving in Bulgaria, and our company relied mainly on customers coming from abroad.

This global pandemic threatened so many businesses in the tourism industry, and those with inefficient processes went bankrupt or were forced to lay off much of their workforce.

How we sustained growth during crisis

At Top Rent A Car, we believe that true leaders are born in difficult times. Looking through the prism of that era, we see that COVID was just a challenge that allowed us to optimize our internal processes. As a company, we have been able to keep the jobs of our staff, but even in 2021, during the summer months, we were not able to achieve the turnover we had in 2019 before the pandemic.

Before the pandemic, the tourism industry was accustomed to working mainly with early bookings, and employment planning was not an issue. The pandemic has changed consumption habits and made people more spontaneous. Many are beginning to prefer making reservations at the last minute. It is due to the risk of imposing anti-epidemic measures in the country. This has forced us to become more flexible and respond more dynamically to demand.

The COVID crisis suddenly took tourism around the world by surprise. Most car rental companies around the world and in Bulgaria approached the situation very carefully and did not take advantage of the newly opened opportunities.

At Top Rent A Car, we saw the opportunity to make the service we provide even more sustainable and to reach the target audience, which has been underestimated and neglected by most in the industry over the years. By this we mean Bulgarian citizens and their rental car needs. That is why we have diversified the audience to which we offer our services and have managed to reduce our dependence on foreign tourists. Thus, we managed to utilize the fleet and our team, even in the situation where travel was suspended.

One of the preconditions for being less affected by the situation and able to adjust our efforts so quickly is that we have developed other segments of our business many years earlier. We are talking about business services related to our light trucks and operational car leasing. In times of crisis like this, the right strategies for sustainable business are crucial.


Top Rent A Car's success through COVID was largely due to its pivot to reduce reliance on foreign tourists and develop business services such as leasing.  - Photo: Top Rent A Car

Top Rent A Car’s success through COVID was largely due to its pivot to reduce reliance on foreign tourists and develop business services such as leasing.

Photo: Top Rent A Car


Goals for 2022

In 2022 we want to expand our fleet by about 20% and add more electric cars. We believe in a “green” future and are actively preparing for the transition to shared mobility. Ninety percent of our cars are brand new and meet the highest European standards for harmful emissions.

About the author: Adem Adem is a marketing specialist for Top Car Rental in Bulgaria.

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