Go Rentals: Celebrating 30 years of Being Elite at NBAA. It All Began at Southern California’s John Wayne Airport
Unique and Perfectly Positioned Premium Brand Car Rental Service
There are many upstart companies and even more established ones today, but on rare occasions, one company leaps ahead of the pack in terms of an unwavering commitment to the best in customer service. The company we refer to here is, of course, Go Rentals, a unique and perfectly positioned premium brand car rental service that caters to the wealthy and ultra-high-net-worth individuals of the world. We recently had the pleasure of sitting with Kaye Gitbin, the co-founder. He and his brother, Kavous, are still very actively involved as owners of the company.
The Deming Philosophy
Before we delve into our intriguing conversation with Kaye Gitbin, the CEO of Go Rentals, let’s briefly explore the concept of excellence in management as it is understood through the Deming philosophy. A business management style that is so well known to many highly successful companies around the world. We would not be surprised if, in the future, Go Rentals ends up on the radar for consideration for the highly respected Deming Award.
Continuous Improvement
The Deming Management Philosophy, developed by Dr. W. Edwards Deming, is a comprehensive approach to organizational management that emphasizes quality, continuous improvement, and systemic thinking. Rooted in statistical control and a deep understanding of processes, Deming’s philosophy reshaped modern business management. At its core are Deming’s 14 Points for Management and the System of Profound Knowledge, which outlines several key principles for long-term business success.
Leadership That Supports Process Improvement
These include creating consistency of purpose, driving out fear, breaking down barriers between departments, and ceasing to depend on inspection alone to achieve quality. Deming argued that most problems in an organization stem from poor systems rather than employee incompetence, advocating for leadership that supports process improvement and learning rather than command-and-control tactics.
Transforming Organizational Culture
The philosophy works by transforming organizational culture to focus on quality at every level—design, service, production, delivery, and support. It encourages organizations to understand variation, optimize their processes, and make data-driven decisions. The Plan-Do-Study-Act (PDSA) cycle is a critical tool for steady and lasting improvement, enabling teams to test changes incrementally and then build on what they know works.
Toyota and Ford
The benefits to businesses are measurable and substantial. Organizations that adopt Deming’s philosophy often experience increased quality, reduced costs, improved employee morale, and stronger customer satisfaction. By focusing on long-term improvement rather than short-term profits, businesses become more resilient and competitive. Companies like Toyota and Ford successfully applied these principles, demonstrating their power in both global markets and internal operations. Deming’s philosophy remains a cornerstone of Total Quality Management (TQM) and Lean Practices today.
Hospitality on Wheels
There appear to be many similarities between the Deming approach to management and how Kaye oversees his prized, elite vehicle rental service, which caters to the well-to-do. Let’s explore the operational particulars of Go Rentals and see if this is indeed the case. Go Rentals maintains the idea that “hospitality on wheels” is the key to the company’s ongoing success. Kaye says that “people are increasingly requesting the Go Rentals elite car service more now than ever before.” He says it all began with a dream and an innovative idea that would take the traditional car rental business on an entirely new path.
Seamless Transition from a Private Jet Aircraft to a Premium Brand Car
You see, in 1995, Kaye and his business partner and brother had the vision to serve ultra-high-net-worth individuals with a first-class car rental experience at regional airport FBOs. Having just graduated from school, the two began with just seven cars at John Wayne Airport, as mentioned. Their mission? Bring value to high-net-worth people who travel in luxury business jets and who expect a seamless transition from a private flight to a premium brand rental car parked on the aircraft ramp, engine running and ready to go.
A Growing the Fleet of Cars
The two entrepreneurs did not stop there; they steadily added more FBOs in more cities. The fleet of cars was growing, and so was the number of locations where clients could schedule a premium vehicle rental. In short, the formula was working and, in fact, working rather well. Go Rentals, says Kaye, “strives for the perfect elite car rental experience every time, without missing a beat. That is why, perhaps, so many people are now requesting that this innovative service be introduced at their local airport FBO.
Keeping the Team Engaged and on Task
The expanding organization now boasts nearly 300 locations, with that number expected to continue growing in the coming years. Likely most instrumental in the Go Rental success strategy is the company culture (again, a Deming Management element, as discussed above), which keeps the team engaged and on task, and satisfied as valued employees. At Go Rentals, you are not just an employee; you are part of an important team that delivers an exceptional experience for clients.
Safety Must Always Be the Number One Mandate
In addition, each vehicle ordered through Go Rentals is painstakingly cleaned, fully sanitized, and expertly prepared to impress. In aviation, safety must always be the number one mandate for any company. Go Rentals understands this and, as such, provides each team member with professional safety training. In fact, team members routinely meet arriving business jet aircraft on the ramp as the plane taxis to parking.
NATA Safety Standards
Each of the ramp personnel has a TSA badge and has undergone comprehensive safety training on all elements of ramp safety. Equally impressive is the fact that ramp team members at Go Rentals are trained to NATA safety standards to drive on the aircraft ramp, where active aircraft movement is common. All team members must also undergo a detailed background check. It is this attention to detail and commitment to safety that truly sets Go Rentals apart.
Seamless Business Jet Direct to Premium Rental Car Experience
Best of all, business jet flight crews are treated to the same premium rental car service, regularly reporting back to Go Rentals that they truly enjoy the personalized service made possible by the company. It is a seamless luxury business jet direct to premium rental car motion that makes the experience so remarkably special. The service, says Kaye, is always a prompt air-to-ground experience where crew and passengers are met right on the ramp by the smiling faces of attentive Go Rentals team members.
A Premium Brand Car Delivered Direct
Kaye is quoted as saying that, “our main goal is to always build trust and loyalty.” For example, the company does so many of the little extra things that are often ignored by other companies. They send clients a photo of their car, along with the license plate, so that travelers know in advance what to expect. Go Rentals does not stop with its signature “on-ramp” aircraft elite car rental service. It also offers premium brand cars delivered directly to the client’s home or resort. There is even the option to park a vehicle of the client’s choice in their private residence garage or at the golf course. Now that’s service!
Time is Valuable
With Go Rentals, a premium brand car is delivered to the place that is most convenient to the client. This is exceptional customer care at its best. Another impressive feature of Go Rentals’ unique business model is the guarantee that when you arrive, your car will be there and ready to go, or it is provided at no cost to the client. Kaye and the entire team know and understand that time is valuable, especially to those who have achieved substantial success in life.
Strong Women Leaders
At the core of the business, Go Rentals is a forward-looking company that promotes strong women into leadership roles. These women are largely responsible for the continued success of the company. They are smart, seasoned, and bring years of practical aviation experience to the table. With so many powerful ladies working at Go Rentals, two of these women and leaders, Trissy Pickett and Clair Joseph, have recently been promoted to high-level senior vice-president management positions. Both respected businesswomen are well-known in influential aviation circles for their business sense and extensive FBO experience.
The Upcoming NBAA Event in Las Vegas
Finally, the upcoming NBAA event in Las Vegas is sure to be a big hit, with Go Rentals taking center stage as it prepares to give away a surprise premium vehicle in a drawing that is open to all who attend. This is how Go Rentals will give back, as well as mark and celebrate its 30th anniversary. The drawing will take place at 2 pm on Wednesday. While the exact model of car is still a mystery, we do know that there is a very good chance that one lucky winner will leave the event driving away in a beautiful Mercedes. Maybe an SUV, but you will have to attend to know for sure, all while having a square chance of winning. With Go Rentals, whether intentional or not, the Deming management style appears to be alive and well.
About Go Rentals
Go Rentals, a top-rated premier car rental business, is redefining the high-end travel experience with its white-glove service and elite fleet of brand-name vehicles. Specializing in exclusive service for discerning travelers, flight crews, and hospitality partners, it offers an unprecedented level of customer care and attention to detail in each car rental.
With locations at nearly 300 airports and FBOs (Fixed Base Operators) across America, the company caters to corporate flights and high-net-worth individuals seeking seamless, elite transportation solutions. A curated fleet includes premium sedans, SUVs, exotics, and specialty vehicles from premium brands such as Bentley, Porsche, Land Rover, and Mercedes-Benz.
“At Go Rentals, our mission is to provide not just a car, but a fully personalized experience.” “From hand-delivered vehicles to custom-tailored service preferences, we are fully committed to exceeding customer expectations at every turn.”
With an ongoing dedication to excellence, discretion, and customer satisfaction, Go Rentals continues to raise the bar in elite vehicle rental services. Whether for business or leisure, clients have come to expect a virtually seamless, stress-free journey—every time.
