What the next generation of mobility services looks like — and why it’s way better than waiting in line
If you rented a car in Europe at any point in the last two decades, the experience was probably the same everywhere: airport desk, paperwork, a long line, surprise fees, and a weary conversation about insurance. For years, car rental felt clunky and stuck in the past.
But something shifted in the early 2020s. Now, in 2025, we’re watching a full-blown reinvention of the rental industry — not led by old giants, but by lean, fast, app-first companies that decided the entire system needed a do-over.
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A market that’s suddenly… interesting?
For a long time, rental cars were boring. It didn’t matter whether you booked with Hertz, Avis, or Europcar — the cars were the same, the process was the same, the pain points were the same.
But today? You’ve got options. Real ones. Entirely new platforms are popping up across Europe, offering a completely different experience: no counters, no paperwork, no outdated systems. Just you, your phone, and a car that’s ready to go.
These new services don’t focus on airport travelers or corporate accounts. They’re designed for city residents, short getaways, and anyone who wants a car for a few hours without jumping through hoops.
Meet the new wave of rental platforms
Germany, long seen as conservative when it comes to car culture, is now one of the most active testing grounds for next-gen rental models. A handful of digital-first companies have already taken hold in major cities — and they’re changing expectations fast.
Miles Mobility, based in Berlin, is one of the biggest free-floating carsharing networks in the country. Their cars are everywhere, and the platform focuses on hourly and daily rates without designated pickup spots.
Wheego, another Berlin-born brand, operates in Munich, Cologne, and other cities. Their model bridges short-term rental and classic leasing, with fully digital check-in and no need for in-person contact.
Sixt share, the new-era project from the traditional rental powerhouse, ditched the desk and went all-in on the app. It offers per-minute pricing and allows returns in airports or across cities.
Getmancar, a brand with roots in Eastern Europe, quietly entered the German market in 2024. It now offers affordable car rentals in Berlin, focusing on quick access, clean pricing, and a streamlined user experience. The company is also active in Munich and Frankfurt, offering an alternative to more expensive, traditional rental models.
What they all share is a mission: cut the nonsense. No paperwork, no small talk, no physical keys. Just tap, unlock, drive.
Users are changing, too
One of the biggest shifts isn’t about the companies — it’s about us. For years, renting a car in Europe meant one of two things: you were on vacation, or on a business trip. Now? Car rentals are part of everyday life.
People rent to move apartments. To go to the countryside for a day. To take a visiting friend out of town. To run errands. And they don’t want to spend 45 minutes at a rental office to do it.
New services fit the urban rhythm. You walk out, see a car on the street, and book it on the spot. You drop it off when you’re done. No talking, no documents, no handshakes. Just go.
Why this matters
This shift is about more than cars — it’s about mobility culture. The idea that you don’t need to own a vehicle to use one whenever you want. That freedom isn’t about keys in your pocket — it’s about access when you need it.
Germany — where car ownership was once a point of pride — is now leading in flexible usage. In cities like Berlin, Cologne, and Frankfurt, more and more people choose not to own a car at all. But that doesn’t mean they’ve stopped driving.
Instead, they’re renting — easily, affordably, on demand.
What’s next?
Big players like Hertz and Europcar won’t vanish. They still own massive fleets and dominate airport terminals. But they’re being challenged — finally — by companies that put users first and friction last.
And that’s good news for everyone. Because in 2025, renting a car in Europe no longer means standing in line, holding a clipboard, or deciphering fees. For the first time in decades, it means something simple: tapping your phone and driving away.
