The Car Rental Business, From Humble Beginnings to Elite Brand ‘Go Rentals’

The Demand for Temporary Car Usage

The car rental services of today trace their origins back to the early 20th century, emerging alongside the rapid rise of the automobile. As automobile production became more widespread and affordable, travelers and businesses began demanding temporary car usage without the higher cost of ownership. One of the very first known rental operations was started in 1916, when entrepreneur Joe Saunders of Nebraska started renting out his personal Model T Ford.

A Booming Economy Drove More Demand

His simple idea was to charge customers by the mile. It proved both practical and profitable, inspiring similar upstarts across the country. By the 1920s, Saunders’ company had grown to several cities and helped cement the notion that automobiles could easily be viewed as shared assets, not just private property. As such, the industry would evolve significantly during the post–World War II era, when returning soldiers, increased consumer mobility, and a booming economy drove more demand for flexible transportation options.

Companies That Amassed Large Vehicle Fleets

Brands like Hertz and Avis arose rapidly, forming nationwide networks that offered standardized vehicles, standardized pricing, and convenient airport locations. These companies amassed large vehicle fleets and introduced reservation systems, making car rental a mainstream service for both businesses and leisure travelers. Into the late 20th century, car rentals then became an essential component of the global tourism infrastructure, supported by computerized booking systems and loyalty programs that encouraged repeat customers.

Digital Booking and Mobile Check-In

Today, car rentals are comprised of a complex, tech-driven infrastructure. Traditional giants still operate large fleets, but they compete with new rental models such as peer-to-peer rentals, ride-hailing platforms, and subscription-based vehicle access. Digital booking, mobile check-in, automated kiosks, and telematics have simplified the customer experience, reducing the need for counter interactions and expediting pick-ups and returns. Increasingly, rental companies are now integrating electric vehicles (EVs) into their fleets as consumers push for more sustainable transportation solutions.

Smart Fleet-Management Technologies

Interestingly, now specialized rental services like Go Rentals offer premium vehicles, while some companies rent adventure vehicles, having developed niche markets that did not even exist decades ago. Looking ahead, the industry has in store even more dramatic transformations. The continued growth in electric vehicle demand will require new charging infrastructure, updated maintenance practices, and smart fleet-management technologies. Autonomous vehicles, once viable at scale, will likely redefine rentals entirely by enabling self-driving pick-ups and returns, dynamic pricing based on real-time demand, and seamless one-way trips without logistical complications.

A Global Transportation Ecosystem

Data analytics and AI now allow companies to predict usage patterns, optimize fleet deployment, and personalize the customer experiences. In essence, car rental companies have evolved from a simple transaction involving a single Model T into a global transportation ecosystem shaped by technology, sustainability, and changing traveler expectations. Their future promises greater flexibility, smarter systems, and a broader interpretation of what it means to access a vehicle when, and only when, you need wheels.

Go Rentals is the Real Game Changer

Fast forward to today, Go Rentals is perhaps one of the most notable and impressive car rental operations, boasting 30 years of experience. What truly sets the company apart is its ability to incorporate aviation trained expert teams who are highly experienced in judging operational timing to ensure a seamless and impressive guest experience every time. With a true personalization directive, Go Rentals is an operation that is firmly planted in its dedication to long standing relationships and not simply transactions.

Individuals Who Understand Aviation

Another important factor that sets the company apart from the competition is its executive team. An impressive list of aviation professionals oversees the operations each day. These are individuals who understand aviation, the flying business and providing an exclusive customer experience that always exceeds expectations. With its consistent white glove service, and hundreds of locations across the nation, every step of the premium car rental process is standardized so that customers know what to expect regardless of the location.

High-Powered Executives

Because of the company’s partnership mindset, the client experience is one that is not soon forgotten. high-powered executives, wealthy travelers, celebrities and well-known sport figures appreciate the quality of service that Go Rentals makes available at many FBO’s and regional airports across the country. In addition, as is true with any aviation related company, operation or business, safety must always be placed at the head of the line. In aviation, nothing can happen successfully unless there is a genuine respect for all aspects of safety.

A Mandate to Put Safety First

Go Rentals is known for its excellent culture of safety and it’s NATA “safety first” trained teams. Every FBO in the network has a mandate to make safety a top priority whether it is on the ramp, in the FBO or boarding or deplaning an aircraft. The main goal of the company is to make it clear to guests that anyone can rent a car, but not everyone can serve a private aviation guest in an exclusive, safe, luxury focused and memorable way.

Today’s Highly Competitive World

As the company proudly celebrates its 30th anniversary, it cannot help but reflect on its growth and the fact that this growth has come from its strong relationship with all its partners across the entire network. With well-defined service standards that have been designed specifically around the needs of FBOs, flight crews and traveling executives and wealthy individuals, this is a company that is proud of the fact that it stands out from the crowd. Indeed, it goes far beyond just a car rental company in today’s highly competitive world.

About The Remarkable Rise of the Go Rentals Elite Car Rental Brand

Go Rentals has carved out an impressive niche in the premium car rental world, rising from humble beginnings into a premier, white-glove provider for high-net-worth and aviation clientele. Established in 1995 in Newport Beach, California, by brothers Kaye and Kavous Gitibin, the operation began with just seven vehicles, but with a clear vision: deliver an impeccable ground-transportation experience tailored to discerning travelers.

Ultra-Elite Travelers

From the very start, the organization positioned itself differently than traditional rental agencies. Rather than catering to mass-market tourism or business rentals, it focused intensely on private aviation and ultra-elite travelers. Its signature “Carcierge” model, where a professionally trained concierge meets all clients upon arrival at planeside, embodies that luxury-first ethos.

Forbes Travel Guide

Staff carefully coordinate logistics, paperwork, and even vehicle warming or cooling so that clients step from the jet directly into a pristine, high-performance car.  As the company grew, its reputation for quality and service drew attention. In 2019, Go Rentals became the only car rental brand ever recognized by the Forbes Travel Guide, achieving “Brand Official” status. This distinction placed Go Rentals alongside some of the world’s most esteemed elite hospitality brands and reinforced its commitment to excellence.

Clients Expect Aviation-Grade Protocols

But Go Rentals didn’t rest on prestige alone. In 2023, it became the first automotive company to complete the National Air Transportation Association’s (NATA) Safety 1st training program. This certification underscores the brand’s dedication not just to luxury, but to safety — especially important in its core private aviation market, where clients expect aviation-grade protocols applied to ground transport.

Redbird Capital Partners

Another pivotal moment in Go Rentals’ rise came in mid-2023, when it secured a significant investment from RedBird Capital Partners, a private equity firm deeply connected to aviation, entertainment, and finance. This partnership is strategic: RedBird’s ecosystem aligns with Go’s clientele and provides a platform for scaled expansion. The Gitibin brothers remain at the helm, and RedBird now helps steer Go Rentals into adjacent luxury verticals.

Public and Private Airports

Today, Go Rentals’ footprint is expansive. It operates in 300+ locations across the U.S., covering over 175 or more markets, including both public and private airports, hotels, and luxury resorts. In 2025, the company even made a major push into the global distribution systems (GDS) used by travel agencies: that connection lets clients book Go Rentals through Amadeus, Sabre, and Travelport, bringing its elite fleet into mainstream corporate and leisure travel channels.

Rigorous Vehicle Detail and Sanitization Protocols

Beyond distribution, Go Rentals also continues to deepen its brand legitimacy. It is distinguished by Forbes-level service, world-class premium vehicles (think Mercedes and BMW to exotic brands), and rigorous vehicle detail and sanitization protocols. Its operations now blend cutting-edge customer care with aviation-standard safety and attention to detail.

Setting a New Standard for Elite Ground Transportation

Looking ahead, Go Rentals appears primed for even more growth. With backing from RedBird, it can expand into sports, media, entertainment, and wealth-verticals that align with affluent travelers. Moreover, its safety-first mindset and commitment to aviation protocols may help it set a new standard for elite ground transportation. Its GDS connectivity promises greater accessibility, while its brand prestige continues to attract discerning travelers who value both style and substance.

Boutique Ground-Transportation Idea to Dominant Luxury Brand

In summary, the Go Rentals’ rise reflects a carefully executed strategy: start small but specialized, deliver world-class service, build trust in niche markets, and then scale through investment and strategic partnerships. What began as a boutique ground-transportation idea has become a dominant premium brand—an indispensable part of the private aviation and elite travel ecosystem.

A Note About the NATA Safety 1st Program

The NATA Safety 1st Program (National Air Transportation Association) is an industry initiative designed to improve safety, professionalism, and training within aviation ground operations. It provides standardized educational resources, online training modules, and best-practice guidelines for employees working on ramps, in hangars, and around aircraft. The program helps reduce accidents by promoting proper procedures, hazard awareness, and continuous learning. By setting clear expectations and offering certification pathways, Safety 1st supports both new and experienced personnel. Ultimately, it strengthens safety culture across aviation service providers, ensuring safer operations for workers, passengers, and aircraft.