Car Rental in Georgia Country

In this article, we take a closer look at how the car rental market in Georgia has developed over time.

The 1990s: the first companies and a “manual” market

Looking back, car rental in Georgia began to take shape in the late 1990s as a service for a very narrow audience: business travelers, official delegations, and occasionally tourists. It was a period when the service was built almost “by hand”: small fleets, minimal formal standards, and many decisions made on a case-by-case basis. At that time, the market was far from mass-scale — largely because tourism itself was only beginning to emerge, and independent travel across the country was still seen as an unconventional option.

Late 1990s–2000s: international brands enter the market and expectations rise

From the late 1990s through the 2000s, international brands and partner representations began to appear on the market. This mattered not only because of the presence of well-known global names, but also because it changed the rules of the game: clearer vehicle pickup and return procedures, basic approaches to deposits, liability, insurance, and standardized documentation started to take shape.

During these years, the “city + airport” model gradually became established. Travelers got used to flying in, picking up a car right away, and building their own route — without relying on organized tour groups. This laid the foundation on which mass car rental in Georgia would later grow.

2010–2015: the rise of local operators and geographic expansion

By the early 2010s, the market began to accelerate noticeably. Companies emerged that no longer thought in terms of individual transactions, but as systems: customer service, support, clearly defined rules, and expanding fleets. This period also marked active geographic expansion — car rental stopped being “only about the capital” and gradually took hold in key tourist destinations.

In 2014, the RACE brand established itself on the market, focusing on traditional car rental with a clear emphasis on tourist use cases: intercity travel, regional routes, and vehicle classes suited to local road conditions. Competition intensified during this period, and customers increasingly began choosing not just “where it’s cheaper,” but where terms are more transparent and vehicle condition is better.

2016–2019: fleet quality, “European-style” service, and the first steps toward digitalization

In the mid-2010s, the market gradually moved away from the idea that “older cars are fine” toward a more European approach: newer fleets, clear trim levels, and stricter requirements for vehicle condition. At the same time, airport offices became more important, and expectations grew that service should be available in multiple languages with clear, straightforward communication.

Starting around 2018, an “online shift” became increasingly visible. Travelers wanted to book in advance, compare options, and receive confirmation without endless back-and-forth messages. This wasn’t the peak yet, but the trend was already clearly defined.

2020–2022: a more mature market and increasingly tourist-driven demand

The period after 2020 marked a phase in which traveler expectations became more mature. Transparency, insurance coverage, no hidden surprises, convenient communication channels, and consistent quality all became essential. At the same time, external factors began to have a stronger influence on the market: logistics challenges, payment accessibility, and changes in the structure of tourist flows.

Companies that managed to adapt their terms to tourist needs — clear deposits, predictable pricing, convenient vehicle pickup — started to gain a competitive edge.

2023–2025: Car Sharing, hybrid models, and market consolidation

From 2023 onward, the market entered a new phase. The concept of “mobility as a service” began to strengthen in Georgia, combining traditional car rental with digital rental formats. As tourism continued to grow, demand increased for fast, easy-to-understand solutions: renting a car for a day, a week, or for short city trips.

This period also saw noticeable consolidation. Some brands and fleets merged in order to offer customers a unified service standard and consistent rules — without “different conditions at every company.”

Who operates on the market: local players, international brands, and aggregators

International brands are strong in one key area: predictability. For many travelers, this is a decisive factor — familiar procedures, recognizable rules, and standard approaches to deposits and insurance products. These companies are usually concentrated in the most convenient starting points for a trip: airports and major business districts.

The downsides are also clear: prices are often higher, and terms tend to be less flexible. Still, for travelers who value the feeling that “everything works the same way as back home,” this choice makes sense.

Local companies: flexibility and local insight

Local rental companies benefit from flexibility and a practical understanding of real-world travel in Georgia. They are more likely to adapt to tourist scenarios: hotel and resort transfers, early arrivals, late returns, one-way rentals between cities, vehicle selection for mountain routes, and advice on roads and seasonal conditions.

Another important advantage is how local companies handle situations on the ground. They often respond faster, explain things more clearly, and resolve issues like vehicle replacements or booking changes with greater flexibility.

Aggregators: an easy entry point for travelers

The role of aggregators has grown significantly because travelers are accustomed to comparing options: price, deposit, transmission type, insurance, vehicle class, and pickup conditions. These platforms have become the storefront of the market, allowing users to see offers from multiple companies at once and choose the option that best fits their travel plans.

That said, it’s important to remember that an aggregator is just the entry point. The actual experience depends on the specific rental company and its rules. That’s why this article focuses not only on price, but on how to evaluate rental conditions as a whole.

Getmancar, RACE, and Hire-Auto: how the traditional rental model evolved

In the region, Getmancar initially developed a digital-first service model, focusing on convenience, standardization, and clear processes. Over time, it became evident that the tourist market needed more than short-term urban rentals. Travelers also wanted a stable, classic rental format — for a day, several days, or a week — suitable for traveling across the country.

That’s why the traditional rental segment was strengthened through the integration of experienced local operators already familiar with tourist demand.

Integrating RACE and Hire-Auto into the traditional rental structure

RACE and Hire-Auto are brands with hands-on expertise in classic car rental: tourist routes, in-demand vehicle classes, and seasonal peaks. Their integration into a unified system helps create clearer service standards and reduces inconsistencies in rental terms.

The key point here isn’t a simple “rebranding,” but the streamlining of processes: a unified booking logic, more transparent rules, and the ability to scale the service.

Where daily Getmancar car rental is available in Georgia

Daily rentals within the traditional rental segment are available in three key tourist cities:

• Tbilisi
• Batumi
• Kutaisi

These are the main entry points for most travelers: the capital city, a seaside resort, and a major aviation hub for exploring different regions.

Why tourists come to Georgia — and how this affects car rental demand

Georgia has long been popular with Russian-speaking travelers thanks to its proximity, straightforward logistics, cultural ties, and the strong “wow factor” of its landscapes and cuisine. In recent years, however, there has been a noticeable increase in English-speaking tourists and visitors from other countries. This shift is changing the market: services are adapting their communication, transparency, standards, and payment options.

As a result, car rental in Georgia is no longer just an add-on service. It has become part of the country’s tourism infrastructure — much like excursions or transfers, but with far more freedom.

Winter: ski resorts and mountain roads

In winter, Georgia means mountains, snow, and ski resorts — places people want to reach without transfers or rigid schedules. For many travelers, a car is the most practical way to get to resorts, move between locations, and avoid dependence on local transport.

This is when demand for SUVs and all-wheel-drive vehicles spikes. Renting an SUV in Georgia becomes especially popular for trips to mountainous regions, where weather conditions change quickly and roads require extra capability.

Summer: the sea, Adjara, and “beach + mountains” routes

In summer, demand shifts toward the coast, but many travelers design broader itineraries: part of the trip by the sea, part in the mountains or wine regions. A car provides the main advantage here — the freedom to avoid being tied to a single location and to build a route like a modular journey.

Why car rental has become such a popular way to travel in Georgia

Georgia reveals itself most fully when you leave the classic tourist routes behind: small villages, viewpoints, wineries, gorges, waterfalls, and mountain roads. Public transport either doesn’t reach these places or does so inconveniently. That’s why many travelers choose car rental in Georgia as a way to see more within the same amount of time.

A format suited to different travel scenarios

Some travelers arrive as a couple for four or five days and need a compact car. Others travel with family and need space and a large trunk. Groups of friends often choose a minivan. At the same time, Georgia’s tourist market is highly seasonal, so booking in advance is essential — especially during peak periods.

Long-term rentals: when a car becomes “your vehicle for a chapter of life”

In recent years, demand has grown for longer stays: wintering in Georgia, remote work, and extended regional travel. In this scenario, long-term car rental in Georgia makes sense — it simplifies budgeting and allows for a more mobile lifestyle, especially if you don’t want to buy a car locally.

Conclusions: where the market is heading and what travelers should expect

Georgia’s car rental market has evolved from a niche service “for the few” into a full-fledged infrastructure supporting mass tourism. Today, it combines multiple models: international standards, the flexibility of local operators, digital booking tools, and the development of hybrid services.

For travelers, the key is not to choose based on price alone, but on the overall set of conditions: deposit size, insurance coverage, return rules, vehicle class appropriate for the route, season, and road conditions. And if your plans go beyond city driving, car rental in Georgia remains one of the most convenient ways to explore the country in depth.

Put simply, renting a car in Georgia is about freedom — the freedom to shape your journey the way you want, not the way a schedule dictates.