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Premium car rental marketplace Lurento forays into the UAE


Lurento has announced the launch of its service in the United Arab Emirates. Customers can now rent luxury and sports cars in Dubai and Abu Dhabi.

“Dubai is a leading location for luxury travellers and sports car enthusiasts alike. Our customers will have the opportunity to choose from a lot of models this holiday season, along with the best deals. In addition to top European brands such as Ferrari, Lamborghini, Porsche, Mercedes and BMW, Lurento now offers Cadillac, GMC, Lincoln and other premium cars from US brands” says Milan Krstanovic, Partner relations manager.

As a luxury car rental service, Lurento offers a selection of premium cars, luxury cars, sports cars, and supercars. Launched in 2016, Lurento has quickly increased its European operation and is now based in 80 cities across the continent. The launch into the United Arab Emirates marks the next chapter in the firm’s expansion strategy and is the company’s first venture outside Europe.

“While the premium and luxury car segment is covered by traditional car rental operators, the offering is more fragmented than the broader sector with a significant number of smaller, independent operators. This creates friction in the market, as independent operators often lack visibility to inbound travelers. Potential clients may, on the other hand, may be wary of dealing with unfamiliar providers. Lurento bridges this gap through offering a neutral venue for operators and clients to interact, increasing visibility for small providers covering this niche segment while facilitating the process and creating trust for customers to rent their dream cars or specific, premium models” says Nicolay Nedrelid, Founder & Corporate Advisor at Nedrelid Corporate Advisory, an independent consulting boutique focused on the car rental industry.

“With such strong supply and a lot of requests from our clients, we’ve decided to accept partner companies and make their inventory available for customers worldwide. It will also serve as a sandbox for a number of features we’ll test to improve our service and provide the perfect rental experience for our customers” says Mihailo Dhoric, CEO.


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