Maggiore

Maggiore is an Italian car rental brand headquartered in Rome and part of the Avis Budget Group since 2015. Founded in Florence in 1947 by Vittorio Maggiore, it was the first company in Italy to offer a structured self-drive (without driver) car rental service, making it a pioneer of short-term private mobility in the country. In the post-war years the company grew rapidly on the back of rising demand for individual transport, and during Italy's economic boom it expanded its fleet and branch network to achieve nationwide coverage. Maggiore positions itself as "L'idea italiana dell'autonoleggio" (the Italian idea of car rental), emphasizing Italian values of quality, innovation and reliability. Its network spans more than 150 rental agencies across Italy, located in major airports, railway stations, cities and tourist destinations. The fleet includes a wide range of vehicles suited to every need — compact cars and SUVs, luxury sedans, station wagons, minivans up to 9 seats, and vans — with electric, hybrid and plug-in hybrid models added from 2020 onward. In 1997 Maggiore launched AmicoBlu, a brand dedicated exclusively to van and light commercial vehicle rental, which became one of the sector leaders in Italy. During the 2000s the company implemented digital booking systems, renewed its fleet with more eco-friendly models, and established partnerships with public bodies, companies and trade associations. In 2015, after nearly seventy years of independent operation, Maggiore was acquired by the multinational Avis Budget Group for 170 million dollars, integrating it into the group's commercial and operational network while retaining the original brand. At the time of the acquisition Maggiore had about 150 agencies across Italy, a fleet of over 12,000 cars and 2,000 commercial vehicles, and a strong focus on business customers and medium-term rental. Today Maggiore operates as part of Avis Budget Group alongside brands such as Avis, Budget, Zipcar, Morini and AmicoBlu. It offers services including online check-in (Maggiore QuickPass), multi-month rental (Maggiore Be Active), weekend and corporate promotions, van rental, and partnerships with ITA Airways and Trenitalia. The brand continues to combine the high international standards of a large group with its Italian identity and customer-relationship values.

Maggiore was founded in 1947 in Florence by Vittorio Maggiore as the first self-drive car rental company in Italy. It offered a structured service of renting cars without a driver, positioning itself as a pioneer in short-term private mobility. In the post-war period the company established itself rapidly thanks to growing demand for individual transport. During the years of the Italian economic boom, Maggiore progressively expanded its fleet and branch network, consolidating a widespread presence across the national territory. In 1997 the company launched AmicoBlu, a brand dedicated exclusively to the rental of vans and light commercial vehicles, which over time became one of the sector leaders in Italy. During the 2000s Maggiore implemented digital booking systems, renewed its fleet with more eco-friendly models, and began collaborations with public bodies, companies and trade associations. In 2015, after almost seventy years of independent activity, Maggiore was acquired by the multinational Avis Budget Group for 170 million dollars, one of the main global players in the car rental sector. The operation allowed Maggiore to be integrated into the group's commercial and operational network, while maintaining the original brand for some years. At the time of the acquisition, Maggiore had about 150 agencies throughout Italy, a fleet of over 12,000 cars and 2,000 commercial vehicles, and stood out for its strong attention to business customers and medium-term rental. The fleet includes 12,500 cars, varied among city cars, luxury sedans, station wagons, SUVs and minivans up to 9 seats, plus 2,000 vans. With about 150 agencies, Maggiore's rental network extends across the entire Italian territory. Since 2020 the fleet has expanded to include 100% electric, hybrid and plug-in hybrid cars. Branches are available in 18 Italian regions, from Abruzzo to Veneto, covering major cities such as Rome, Milan, Turin, Naples, Florence, Bologna and Venice, as well as airports and railway stations.

• 2020

  Fleet expanded to include 100% electric, hybrid and plug-in hybrid cars.

• 2015

  Acquired by Avis Budget Group for 170 million dollars.

• 1997

  Launched AmicoBlu, a brand dedicated to van and light commercial vehicle rental.

• 1947

  Founded in Florence by Vittorio Maggiore as the first self-drive car rental company in Italy.

Italian car rental brand emphasizing Italian quality, innovation and reliability, with nationwide coverage and integration into Avis Budget Group's global network.

• Car rental (short and medium term)

• Van and light commercial vehicle rental (AmicoBlu)

• Maggiore QuickPass online check-in

• Maggiore Be Active multi-month rental

• Corporate rental conventions

1. 1Maggiore | Noleggio auto in Italia | Autonoleggio Maggiore Rentmaggiore.it
2. 2La Nostra Storia | Maggioremaggiore.it
3. 3Maggiore (azienda) - Wikipediait.wikipedia.org
4. 4Maggiore - Wikidatawikidata.org