Alphabet, the fleet management and corporate mobility arm of the BMW group, operates a diverse fleet of 75,000 vehicles across multiple brands and serves more than 17,000 customers. The company remains optimistic about the rental industry’s growth, highlighting the economic, environmental, and managerial advantages of leasing over buying.
-The rental sector closed 2023 with notable momentum. How does Alphabet assess last year’s performance and the current state of the business?
Alphabet notes that renting has entered a period of sustained expansion. Recent data from the Spanish Rental Association (AER) show a 16% rise in registrations, surpassing 296,000 units in 2023. This growth signals a consolidation of activities and a reinforced position within the market.
-What makes rental more favorable than ownership when it comes to vehicles?
Today, rental is the primary channel surpassing pre-pandemic records, establishing a robust, long-term model. It now accounts for more than a quarter of total registrations, and demand in derivatives, vans, and pickups—nearly 46% of the market—has grown by about 5.5 percentage points from 2022. The two common concerns buyers face when purchasing a vehicle are cost and uncertainty about drive types. The rental model addresses both by covering maintenance, repairs, and even tax obligations through a predictable monthly payment. It also promotes sustainable mobility by introducing newer, more efficient cars to the Spanish fleet, with the added benefit of more frequent renewals for enhanced safety.
“Car rental currently accounts for 26% of the total registration market”
-What service policies distinguish Alphabet as a leading player in its field?
Alphabet emphasizes a first-class, personalized service designed to meet each customer’s unique needs. This bespoke approach is enabled by the company’s size and philosophy, which prioritizes tailored customer care over mere volume. It remains a clear competitive edge in a crowded market.
-Are there rental models suitable for individuals as well as businesses? For instance, what benefits do they offer self-employed workers and SMEs?
Every client has distinct requirements, and company size often dictates the range of services. Smaller customers, including self-employed individuals and small enterprises, benefit from scalable service packages such as easy, comfort, and plus. Larger organizations gain access to fleet control and management solutions, corporate ride-sharing options like Alphabet Share, and advisory services through Alphabet Consulting to map electrification and emissions reduction strategies.
-How does the rental model align with new urban planning and current mobility trends?
Two mobility trends are increasingly shaping cities: pay-per-use models and sustainability. Both are embedded in the rental DNA and form a compelling proposition now more than ever. Leasing supports the renewal of fleets with more efficient, technology-forward vehicles. The AER notes that over 37% of rental registrations already involve alternative energy powertrains, with expectations of further growth as mobility plans like Low Emission Zones unfold. Alphabet has substantial experience supplying fleets to public administrations, helping them adopt greener, more efficient vehicles and positioning the public sector as a key driver of ecological transition.
“Leasing facilitates the renewal of the vehicle fleet as it puts more efficient, sustainable and effective vehicles into circulation.”
-What measures does Alphabet implement to advance sustainable mobility?
Alphabet is deeply committed to sustainability, pursuing initiatives both within the company and with its customers. An ambitious electrification program is underway, including the installation of charging infrastructure at corporate headquarters with plans to deploy a broad electric fleet. The goal is to have a substantial portion of the operating fleet electric by 2024. Consulting services help clients craft personalized mobility strategies that emphasize electrification and emissions reductions, underscoring Alphabet’s dedication to sustainable transportation options.
-How have the first two years at Alphabet’s helm shaped growth expectations for the future?
The two-year period under Alphabet’s leadership has been dynamic and generally positive. The organization has faced ongoing shifts in social, political, and economic landscapes but has maintained steady growth and fleet expansion. The focus remains on delivering superior service quality while continuing to innovate with offerings like Alphabet Consulting and Alphabet Share. Looking ahead, new digital tools are expected to support continued portfolio growth through 2024, reinforcing the company’s commitment to customers and broader societal goals.