Lurento Expands Luxury Rental Service to United Arab Emirates
Lurento, a European-based luxury car rental company, has launched its service in the United Arab Emirates. Customers can now rent luxury and sports cars in Dubai and Abu Dhabi.

Photo courtesy of Lurento

Photo courtesy of Lurento
Lurento, a European-based luxury car rental company, 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 travelers and sports car enthusiasts alike,” said Milan Krstanovic, Lurento’s partner relations manager. “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 U.S. brands.”
Launched in 2016, Lurento also operates in Italy, Germany, Monaco, Spain, Austria, and Switzerland. Lurento’s expansion into the United Arab Emirates marks the company’s first venture outside of Europe.
“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,” said Mihailo Dhoric, CEO of Lurento. “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.”
More Rental Operations

Palm Beach Airport Code Change Creates Car Rental Distribution Gap
A test of rental searches under the old PBI and new DJT airport codes returned largely different sets of brands and vehicles, highlighting a potential distribution problem for rental operators.
Read More →
U-Save Continues Dominican Republic Expansion with Launch in Punta Cana
The new franchise location builds on U-Save’s existing Santo Domingo operation and will begin taking reservations for October 2026.
Read More →
When AI Books the Rental Car, Who Controls the Sale?
As AI moves from comparing rental rates to completing transactions, operators need to understand how travelers find, interpret, rank, and ultimately see their offers. (Part 2 of 2.)
Read More →
European Booked Car Rental Rates Fell 5%, Results Varied by Country
Ireland, Cyprus, and the United Kingdom saw steep declines, while booked rates rose in Poland and Hungary.
Read More →Is It Time to Rethink Rental Categories?
As traditional economy and compact cars disappear from the market, longtime rental operator Mike DeLorenzo asks whether the industry’s familiar vehicle categories still make sense — and what operators need to rethink along with them.
Read More →
Who Owns the Rate? AI Is Creating a New Distribution Problem for Car Rental
Generative Engine Optimization asks whether AI can find a rental company, but operators also need to know whether the agent inspected enough of the market, compared equivalent offers, and presented a rate the traveler can actually book. (Part 1 of 2)
Read More →
U.S. Business Travel Car Rental Rates Forecast to Rise Up to 2%
Improved fleet supply should limit pricing gains in 2026-27, while insurance, repair costs, and softer residual values continue to pressure rental operations, according to Amex GBT.
Read More →
Sixt Revenue Tops $2.4 Billion in First Half of 2026
Sixt’s first-half revenue surpassed $2.4 billion for the first time as demand outpaced fleet growth, lifting utilization and earnings despite weaker consumer sentiment in North America.
Read More →
In Memoriam: Bobby Klyce, Avis Licensee Legend
The longtime Birmingham Avis operator and 2018 Auto Rental News Impact Award recipient was remembered as an advocate for independent licensees and the broader car rental industry.
Read More →How to Build Custom Fleet Tools With AI and Vibe Coding [Webinar]
A new Automotive Fleet webinar explores how fleet managers are using AI and vibe coding to automate routine work and create simple operational tools without traditional programming skills.
Read More →
