Hyre, a car-sharing company serving the Nordic countries, is expanding into the airport market with a business model that saves car renters time waiting in line. 

Already established as a downtown mobility player and a fast-growing force in the replacement car segment, Hyre will now bring its digital-first rental model to the busiest travel hubs in Norway. [Hyre is a separate company not connected to the U.S. carsharing platform, HyreCar].

On Oct. 1, Hyre will officially launch at Oslo, Bergen, and Trondheim airports after winning a tender earlier this year. [Winning a tender in business means being selected by a client to provide goods, services, or complete a project for a specified price].

The company will take over the rental counters and parking facilities previously held by Europcar, marking Hyre’s first major airport expansion.

“The car rental market at Norwegian airports has more than doubled since before the pandemic, now representing several hundred million euros annually,” said Hyre CEO Nils Petter Nordbø in a Sept. 22 news release. “Entering this market is a natural next step for us. Airports are where travelers expect efficiency, transparency, and reliability - and that’s exactly what Hyre delivers.”

Hyre will launch operations at Oslo, Bergen, and Trondheim airports and is ready to deploy a large fleet of vehicles as demand picks up. Unlike traditional rental companies, Hyre lets travelers head straight from the plane to their car saving the time spent waiting in line. Customers who haven’t pre-booked can use Hyre’s self-service kiosks, and on-site staff will be available for those who need help.

“Our customers won’t face long queues after landing,” Nordbø said. “You go straight to your car, and the vehicle you booked is the one you get, not a ‘similar model.’ All extra costs like charging, tolls, or ferry crossings are calculated in real time, so you avoid surprise bills and admin fees weeks later. And if you need support, our customer service typically answers in under a minute — available every day from early morning until midnight.”

Bookings can be made through Hyre’s app, website, and corporate portals, with the service also fully accessible to international tourists outside the Nordics. Cars are unlocked digitally via the app. No physical keys required.

“Car rental has, by and large, worked the same way for decades,” Nordbø said. “We are competing with the global rental giants head on but with a model built for today’s travelers.”

While Hyre eases the customer journey, the company keeps familiar standards in place. “Every car is cleaned between bookings, and we will have staff on site to help with practical needs, like arranging a child seat,” Nordbø said.

Hyre’s airport entry underscores the company’s ambition to disrupt the traditional rental market with a model built for today’s travelers. 

“We see this as the future of car rental,” Nordbø concluded. “Digital, seamless, and customer-focused. This is Car Rental 2.0.”