Avis Budget Group on July 21 2025 unveiled Avis First, a premium car-rental tier that pairs luxury vehicles with a dedicated concierge and curbside pickup and drop-off. Available now through the Avis app and website, the service targets travelers who value saved time, hands-free logistics, and an elevated experience similar to airline business class or Hotel suites. Launch markets include major airports in Denver, Honolulu, Fort Lauderdale, and Palm Beach, plus select urban locations from Manhattan to Seattle.
Key Points
- Launches at four airports and nine city hubs.
- App-based concierge coordinates curbside pickup and drop-off.
- Luxury fleet; no pre-return refueling required.
- Pricing runs just above standard rates, akin to priority boarding.
- Why it matters: brings first-class efficiency and comfort to everyday car rentals.
Snapshot
Avis First is an add-on option that appears during booking on Avis digital channels. Travelers scan a QR code to download the dedicated app, enter flight or location details, and receive real-time push notifications. A local concierge meets them curbside or at the specified address, finalizes paperwork on an iPad, and hands over the keys within minutes. For returns, Avis activates vehicle tracking to guide an agent to the customer's terminal or chosen location, eliminating the rental counter, shuttle rides, and refueling stops.
Background
Car-rental firms have long promoted "skip-the-counter" pickup, yet the core airport process has remained largely unchanged for two decades. As airlines add lie-flat seats and hotels expand suite inventories, Avis saw an opportunity to mirror first-class hospitality on the ground. Internal pilots with leisure renters and briefings with top corporate clients shaped the program's mix of premium cars, digital communication, and curbside efficiency. Although not yet embedded in corporate contracts, Avis positions the service for both business and upscale leisure markets.
Latest Developments
Avis First completed a six-week pilot this spring, scoring high satisfaction on speed and personalization. The full rollout introduces several new features.
App-Driven Concierge
The dedicated app relays luggage needs or seating configurations to a locally based concierge, ensuring the vehicle arrives configured-rear seats folded, child seats installed, or temperature pre-set.
Flexible Pick-Up Options
At off-airport locations in Manhattan, Hoboken, Jersey City, Chicago, Washington D.C., Miami, Orlando, Seattle, and San Francisco, customers can choose doorstep delivery to a home, Hotel, or office. Airport travelers meet agents at designated curbs, with live mapping to minimize congestion delays.
Fuel and Pricing Model
Customers return vehicles without topping the tank. Avis measures remaining fuel and bills only the gallons needed to refill at local pump rates, removing a common surcharge complaint. Pricing varies by market and rental length but, according to Avis, generally mirrors the cost of adding priority boarding to a flight-positioning the product as attainable rather than ultra-luxury.
Analysis
For frequent flyers and time-pressed executives, Avis First addresses pain points that traditional premium loyalty tiers-such as rental-lot car upgrades-cannot solve: airport shuttle waits, counter queues, and last-minute fueling chores. Integrating concierge chat and GPS tracking into the app streamlines communication, while curbside delivery mirrors ride-hail convenience with the predictability of a reserved vehicle. The absence of electric vehicles at launch limits environmental appeal, yet the expansion roadmap hints at EV integration once charging logistics align with curb-service reliability. Competitors may follow, but Avis gains a first-mover halo among Corporate Travel managers seeking frictionless door-to-door mobility solutions.
Final Thoughts
Early adopters should book through Avis channels, enter flight details promptly, and allow push notifications. For city deliveries, confirming precise addresses and baggage needs in the app speeds hand-offs. Watch introductory pricing; once demand proves out, costs may rise. Travelers craving smooth, first-class-style ground transfers now have a rival to private car services-courtesy of Avis First.