This is thought to be the first occasion when a leasing company has established an own-brand rental function, although the operation will act as a brokerage type service using three key suppliers, Alamo, Europcar and United Kenning. Further arrangements also exist with other rental companies.

The one call service will be open to Masterdrive Contract Hire customers and non-customers alike, with hire rates based on rental volumes. Free collection and delivery is available within 15 miles of a rental location.