Our Story
About our Founder, Jason Smithers
It all began on the 30th of December, 2000. Our owner and founder, Jason Smithers, had already spent years working at the director level within the UK car rental industry. He recognised a glaring need for something different: a vehicle hire service built on clear, affordable pricing with absolutely no hidden extras.
In the very beginning, it was just Jason working tirelessly from a small home office. However, driven by this customer-first approach, the business rapidly expanded. Soon, a dedicated team of over 140 staff members was busy answering phones, manually preparing car hire quotes, and sending them out to customers via fax—a true blast from the past!
As demand surged, it became clear that we needed to evolve to manage the sheer volume of UK airport car rental requests. We looked at the technology available and pioneered a ground-breaking automated quotation system, allowing customers to receive an instant rental price online. Fast forward to the modern day, and while our digital booking technology has advanced, we remain fiercely true to our principal values of transparency and affordability.
Jason has always remained deeply grateful to everyone who helped him carve out a successful car rental operation. In particular, he frequently credits his then-boss, now the CEO of a major UK car rental company—known to us simply as 'GL'. GL was not only a fantastic guiding influence but was pivotal in helping Jason secure his first directorship in the car hire business. Together, they built an impressive network of corporate airport rental locations and achieved so much, including negotiating with major USA tech providers to push the company's digital growth even further.
Whilst this all sounds pretty 'business as usual' these days, it is important to remember that back in the early 2000s, this level of technological integration and rapid expansion was certainly not the norm. GL was instrumental in helping Jason understand exactly what excellence looked like in the car rental world. In Jason's own words: "He was a genuinely good egg, and I have so much to thank him for, and have always been so grateful to him."
What began as a purely domestic UK operation soon caught the attention of international travellers. To meet this soaring demand, we expanded our horizons, first establishing a strong foothold across Europe before taking our operations worldwide via our parent platform, www.1st-ukcarrentals.com. Today, our network is powered by a robust supply chain of over 300 trusted rental partners. We didn't just align with the big household names; we consciously forged deep, lasting relationships with highly vetted local providers. This unique approach has allowed us to rapidly expand our footprint to over 12,500 locations globally, ensuring we provide unmatched local expertise alongside world-class reliability.
Corporate Responsibility
Empowering Our People & Communities: We believe a truly great global business must remain deeply rooted locally. We grant every staff member 7 fully paid volunteer days a year.
From organising coastal clean-ups to youth mentoring, our team is actively empowered to step away from their desks and make a tangible difference where it matters most.
Reducing Our Impact
- Paperless Operations: Successfully transitioned to 100% digital, paperless rental agreements across 90% of our global network.
- Smart London Headquarters: Our City Road office is equipped with advanced sensor-driven energy management and high-efficiency climate systems, ensuring our central London hub operates with maximum efficiency.
- Green Supply Chain: Actively prioritizing partnerships with local providers who mirror our strict commitment to EV integration and carbon reduction.
Milestones
The Beginning
Founded on December 30th by Jason Smithers in a small home office, providing manual, faxed quotes to customers.
The Digital Shift
Pioneered a ground-breaking automated online quotation system to handle surging rental demand.
The Corporate Network
Successfully covered most major UK locations with booking partners to manage the car rental bookings.
250,000 Customers
Reached our first major milestone, helping a quarter of a million happy drivers hit the road.
National Expansion
Secured direct partnerships with global brands to serve all major UK airports.
750,000 Customers
Surpassed three-quarters of a million total rentals thanks to our growing reputation for transparency.
Global Tech Integration
Partnered with major USA tech providers to scale our booking infrastructure, allowing us to seamlessly serve millions of international tourists.
The 1 Million Milestone
A massive celebration for our team as we officially served our one-millionth customer.
Worldwide Support
Launched dedicated 24/7 customer support hubs across the US, Canada, and Australia to assist our global client base.
A Sustainable Future
Transitioned 40% of our available fleet to Zero Emission (EV) and Hybrid vehicles.
Global Reach & 1.9M Customers
Trusted by over 1.9 million travellers and operating across 12,500 global locations via our parent network.
Our Core Values
Total Transparency
We despise hidden fees as much as you do. Every booking via 1st UK Car Rentals automatically includes Collision Damage Waiver (CDW), Third-Party Liability, and Theft Protection as standard. The price you see online is the price you pay.
Global Partnerships
We don't rely on unverified fleets. We partner exclusively with the world's most trusted, official rental suppliers (such as Alamo, Sixt, and Europcar) to ensure you receive a premium, perfectly maintained vehicle at every airport.
24/7 Customer Support
Travel doesn't stop, and neither do we. Whether you are landing on a red-eye flight from Sydney or driving through the Scottish Highlands at midnight, our dedicated UK, US, CA, and AUS support teams are always available.
Sustainable Travel
As the UK implements strict Clean Air Zones and ULEZ areas, we ensure our customers are never caught out. We aggressively prioritize Euro 6 compliant vehicles and offer one of the largest selections of Full Electric (EV) and Hybrid cars.