A Look with Europcar: Driving the Future of Car Rentals in Asia

As a dominant force in Europe and a global player with operations in 130+ countries, Europcar has been leading in car rentals. However, entering the diverse and highly nuanced Asian market presented unique challenges that required more than just a roadmap.

Europcar’s key moment in Asia came in 2014, driven by a strategic partnership with Huizuche (惠租车), a Chinese car rental broker later acquired by Klook. This opened the doors to new markets and helped Europcar navigate cultural and linguistic barriers.

"Klook was an enabler for us to expand into our other Asian markets,” explains Gaetan. “At that time, our brand awareness in Asia was limited, and we faced cultural and linguistic barriers. And when you don't know the culture of a location, you need to adapt to it.”

By leveraging Klook’s deep understanding of Asia, Europcar overcame these barriers and successfully bridged its services to customers across the region. “Through local agents and strategic partners, we were able to tackle billing complexities, fine-tune our marketing strategies tailored to each market. This was crucial for our expansion,” Gaetan adds.

In 2024, Europcar expanded its portfolio with the launch of FOX Rent a Car on Klook, targeting travelers to the United States. This reflected Europcar Mobility Group’s strategy of offering a spectrum of brands. And they have it all, including Europcar (its premium line), Goldcar (its cost-effective line), Keddy by Europcar (an agent-exclusive line), and FOX Rent a Car (only available in the United States).

And it has significantly expanded its product offerings to cater to the diverse needs of Asian travelers. As Gaetan notes, “Back then, we had only one or two products. And today we sell more than 15 products. Our objective is to make sure that we have the right offerings to satisfy the different types of customers we serve.”

With a demand for seamless customer experiences, full-inclusive products are quickly gaining traction. “These products eliminate the complexity of insurance and reduce language barriers at counters,” Gaetan notes. “Our customers are our greatest asset, and now they can enjoy greater transparency and fewer post-rental complaints, while we see improved satisfaction scores - it’s a winning combination.”

The car rental industry has traditionally been slow to adopt digital technologies, but Europcar is changing that. “The car rental industry has lagged behind airlines and hotels in digital innovation, but COVID-19 was an accelerator, especially with human touchpoints and face-to-face interactions,” says Gaetan.

Europcar responded by investing heavily in contactless kiosks, online check-ins, and app-based services, streamlining the customer journey. And Klook is playing a pivotal role in this transformation by providing valuable customer insights.

“This data-driven approach helped us refine our digital strategies,” shares Gaetan. One prime example is Europcar’s deskless pick-up solution and Goldcar’s Key'n GO automated key collection. “It’s particularly useful for long-haul travelers from Asia, reducing friction caused by language barriers,” he adds.

Marketing is another cornerstone of Europcar’s success in Asia. Seasonal campaigns, destination-specific offers, and cross-vertical bundling with Klook products have proven effective in boosting bookings.

“For instance, during Chinese New Year, we run campaigns that align with Europe’s low season. These strategies are mutually beneficial for both parties,” shares Gaetan. Tapping on Klook’s multi-vertical capabilities, Europcar also encourages customers to add car rentals to their itinerary when planning for their trips.

Europcar is poised to continue driving innovation and growth in the car rental industry. “We recently opened Europcar stations in Atlanta and Dallas to test the waters, and the results have been promising,” Gaetan says.

And this holds true for Asia, with Europcar intending to leverage Klook’s strengths to tap into the growing Chinese outbound travel market. “Our collaboration with Klook is key to reaching untapped customer bases, including first-time travelers who may not have considered renting cars abroad,” says Gaetan.

As Europcar and Klook continue to innovate and collaborate, the future of car rental in Asia looks bright. By blending Europcar’s global expertise with Klook’s local knowledge, the partnership is setting a new benchmark for car rentals in Asia and beyond—offering travelers more integrated, seamless, and customer-centric experiences.