A mid-September ARN visit to Midway Car Rental in Los Angeles and Beverly Hills revealed a thriving regional service supplying various rental cars in all vehicle classes for business travel, leisure travel, local, and entertainment industry use. Post-pandemic, the company has grown fivefold, focusing on customer service and technology like digital keys for contactless rentals.
Luxury and Performance Define Midway Car Rental
Midway Car Rental operates 12 brick-and-mortar locations and several satellite sites, with a consolidated VIP operation near LAX. Here is a flagship outlet on Wilshire Boulevard in the heart of Beverly Hills.
All Photos: Martin Romjue / ARN/Bobit
Midway turns over vehicles based on detailed procedures at its rental locations, preparing them for the next round of auto renters.
Photos: Martin Romjue / ARN/Bobit
Midway manages fleet turnover carefully, aiming for 12,000 miles per car.
Through its onsite staff and concierge-level attention, Midway emphasizes the importance of customer loyalty and retention in driving its growth.
California's landscape, vistas, climate, attractions, and lifestyles provide ideal incentives for tourists to rent fun cars and sample it all.
Photos: Martin Romjue / ARN/Bobit
Midway offers about 250 makes and models, including high-end performance vehicles, luxury SUVs, and standard mid-size sedans such as Toyota Corollas.
The Midway main offices on Wilshire Boulevard in Los Angeles provide a full-array of back-end corporate functions and services. The company is owned by the L.A.-based The Hankey Group, spanning eight companies that include Westlake Financial, Nowcom Driving Technology, Hankey Investment Group, Knight Insurance Group, and North Hollywood Toyota.
Midway Car Rental President Gary Kolodziej stresses the importance of customer loyalty and retention in expanding the client reach. The company has seen strong revenue growth and profitability in the last three years emerging from the pandemic.
The company has seen an increase in VIP and high-end rentals, attracting a new clientele.
On a weekday in mid-September, a bright line-up of ultra-luxury-performance rentals -- two Lamborghinis and a Ferrari -- are ready to roll with class.
The company has diversified its business to serve various segments, including entertainment, studio production, and luxury travel. Rentals such as this Ferrari can easily appear in major motion pictures and TV series.
Electric vehicles comprise 6% of the Midway fleet, mostly Tesla models. The company has learned to manage EVs more aggressively, focusing on specific models and ensuring they are available when needed.
Midway proudly associates its brand with the cachet of the iconic city of Beverly Hills.