Start Your Engines, Ready, Set, Go!
Ammar Akhtar’s journey into the car rental industry wasn’t planned, but it became his passion. When he moved to the UAE in search of better opportunities, he found himself deeply involved in the world of car rentals. Over the years, he gained extensive experience, working with major rental brands and developing online booking systems that transformed the way customers rented cars. But as he delved deeper, he noticed something: the traditional car rental model was outdated, inconvenient, and in need of change.
“I didn’t choose the industry, but the industry chose me. I realised that this could be my niche.”
Ammar Akhtar
CEO and Founder of Finalrentals
A Problem Waiting for a Solution
Working as the Chief Software Architect at Budget Rent a Car in Dubai, Ammar designed a website and an online car rental booking system. His expertise soon led him to build web-booking platforms for over 100 rental companies, including global brands like Thrifty, Dollar, and Payless in the UAE. Yet, despite these advancements, he saw a gap in the industry. Customers struggled with fragmented services, pricing inconsistencies, and an overall experience that hadn’t evolved with the digital age.
The Birth of Finalrentals
Determined to make car rentals seamless, Ammar founded
Finalrentals in 2016 with a clear vision: to empower both
customers and rental companies through technology. With no
external investment, just industry expertise and a drive to
innovate, Finalrentals started as a digital-first platform.
The mission was simple—provide a hassle-free car rental
experience, ensure transparent pricing, and help local
rental businesses go digital.
Finalrentals operates on a commission basis, giving
customers access to over 400 locations and 98,000 vehicles
across the UAE. Whether renting for a day, a week, or a
month, users can book through a streamlined platform, with
free home delivery making the process even more convenient.
The goal was not just to create another rental website but
to redefine the car rental experience entirely.
Growing Beyond Expectations
Despite minimal marketing, Finalrentals grew rapidly, driven
by word-of-mouth and its strong customer-centric approach.
The UAE’s unique geography, where long distances make car
rentals a necessity, contributed to its success. Expats,
tourists, and credit card rewards travelers found
Finalrentals to be the perfect solution, offering the best
rates without the hassle of price comparison.
But then, an unexpected challenge arose.
Adapting to Change: The COVID-19 Pivot
When the pandemic struck in 2020, the travel industry came
to a standstill. Car rental businesses were hit hard, and
for a moment, everything seemed uncertain. Ammar found
himself in a situation where the future was unclear. Yet,
instead of slowing down, he and his team focused on
innovation.
They introduced a door-to-door car delivery system and
launched BLADE, a powerful booking engine designed to make
renting a car as easy as possible. These strategic pivots
not only helped Finalrentals survive the crisis but also
fueled its growth. By the end of 2020, the company had
achieved 1.5 times more rental days than in 2019—a testament
to its adaptability and resilience.
Expanding Beyond the UAE
With success in the UAE, Finalrentals set its sights on global expansion. The company relocated to Cardiff, allowing it to scale internationally. Today, customers can search, compare, and book from over 40,000 locations worldwide, including airports and city centers across Europe. The goal remains unchanged: making car rentals easier, more accessible, and more transparent.
Driving Into the Future
“We are committed to making car rentals very easy for the
users and allowing them freedom of choice, not just in a
specific country but worldwide. Our dream is to become the
biggest car rental portal worldwide. Based on the current
situation, I truly believe that the future of car rentals is
about subscriptions and monthly rentals. People will want to
subscribe to a car on a month-to-month basis instead of
committing to a lease or buying a car upfront. That’s where
the Finalrentals global app becomes essential.” – Ammar
Akhtar, CEO and Founder of Finalrentals
Finalrentals has since grown into a global brand, operating
in 20 countries and continuously expanding. With franchisees
and affiliates worldwide, the company is redefining the car
rental industry by making it more customer-friendly and
digital-first.
