Lurento Launches Luxury Rental Service in Spain
Lurento, a European-based luxury car rental company, has expanded its rental service to Spain. Currently, it also operates in Italy, Germany, Monaco, Austria, and Switzerland.

Photo courtesy of Lurento

Photo courtesy of Lurento
Lurento, a European-based luxury car rental company, has announced the launch of its service in Spain. Customers can now book luxury and sports cars in Madrid, Barcelona, Valencia, Seville, Marbella, and Malaga.
"We've on-boarded a number of partners in Spain,” said Milan Krstanovic, Lurento’s partner relations manager. “Our customers will have the best deals for the upcoming season and more than 100 models to choose between, from a Lamborghini Aventador to a Mercedes Viano.”
"Sharing economy services are changing the way we rent cars,” said Mihailo Dhoric, CEO of Lurento. “Car rental corporations and local companies are unable to cope with the market trends. Lurento is about to change that. Customers want better support, transparent pricing, and more options to choose from."
Launched in 2016, Lurento also operates in Italy, Germany, Monaco, Austria, and Switzerland.
"We've managed to create early traction with minimal investment by building trust and word-of-mouth,” said Dhoric. “It's quite a challenge for a startup to hit 2900 euros AOV in only five months. I'm proud of how much my team has succeeded in building trust and promoting our values. We strongly believe that our customers deserve premium quality service."
More Rental Operations

The $100,000 Insurance Trap in Exotic Car Rentals
Exotic rental agencies often rely on customers’ personal auto policies to protect six-figure vehicles. But policy language can dramatically change the coverage for vehicles over $100,000 MSRP.
Read More →
The Booking Is Confirmed, But Is Your Customer Ready to Drive?
For international renters, a confirmed reservation doesn’t always mean they’re eligible to drive. Earlier checks can help operators catch documentation and payment issues before the customer reaches the counter.
Read More →
ICRS 2027 Opens Call for Papers
The International Car Rental Show seeks session proposals on the business, operational, and technology issues facing car rental operators. Submissions are due Jan. 15.
Read More →
Turo to Launch Vehicle Delivery Service
Turo Delivered will let travelers search for vehicles that hosts can deliver directly to hotels, homes, airports, train stations, and other locations.
Read More →
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 →
