The BVRLA has welcomed independent rental broker YelloHire as a member.
Crieghton Parry, managing director of YelloHire, said: "We're delighted to be one of the first rental broker members of the BVRLA.
"We have always taken vehicle hire very seriously and aim to stand head and shoulders above our competitors in delivering customer service and satisfaction.
"The BVRLA effectively regulates the industry, ensuring that its members behave in an ethical and transparent manner.
"We look forward to working with the association as we believe it sets the benchmark for excellence in our industry.
Yellohire has been involved in the car, minibus and van hire business since the late 1990s. The company serves more than 450 locations in the UK with more than 700 depots.
BVRLA Chief Executive Gerry Keaney said: "We are delighted to welcome YelloHire into membership and look forward to working with them in the future. T
"hey have chosen to be part of a vibrant, collaborative trade body that promotes best practice and campaigns on behalf of the industry and its customers. We hope they wear the logo with pride."