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Telematics for Rental & Leasing Fleets in North America and Europe 2021-2025: Market Trends, Case Studies and Key Players

  • Report
  • 130 Pages
  • July 2021
  • Region: Europe, North America
  • Berg Insight AB
  • ID: 5357371
Total Number of OEM & Aftermarket Telematics Devices in Use Within North America to Reach 4.32 Million by 2025


  • ACE Rent a Car
  • Avis Budget Group
  • Element Fleet Management
  • Munic
  • Ruptela
The concept of telematics is a combination of telecommunications - long-distance communications - and informatics - the science of information. Telematics in general thus refers to the collection of information related to remote objects such as vehicles via telecommunications networks. The introduction of telematics technology in the context of rental and leasing commonly support asset management and stolen vehicle tracking as well as carsharing and pay-per-mile business models. Solutions of the latter type generally enable automotive rental or leasing companies to differentiate their offerings to current and prospective clients. The connected car is a major trend in the automotive industry and most carmakers today offer telematics services as standard on new vehicles. Several categories of car telematics applications supported by both aftermarket and OEM telematics systems are today used by car rental and leasing companies. Examples include emergency call and roadside assistance, stolen vehicle tracking and recovery (SVT/SVR), vehicle diagnostics, convenience applications and usage-based pricing.

Vehicle rental services allow end users to rent vehicles for a specific period of time, usually ranging from a few hours to a few weeks. The vehicle rental market is gradually consolidating and a handful of major companies constitute a large part of the market. There are also local and regional vehicle rental companies as well as carsharing operators that have some overlap in customer use cases, largely with respect to short trips in urban areas. The total fleet managed by car rental companies in 2020 was 4.2 million cars worldwide, down 16 percent year-on-year due to the COVID-19 pandemic. Vehicle leasing refers to the leasing of a motor vehicle for a fixed period at an agreed cost. The leasing market can broadly be divided into financial service and full-service leasing. Vehicle leasing has historically mainly been a financial service but now also allows customers to outsource the ownership and entire management of their vehicles in a full-service lease model. Under a full-service lease, the client pays the leasing company a regular monthly lease payment to cover financing, depreciation of the vehicle and various services provided in relation to the use of the vehicle.

The publisher expects that the number of telematics devices used by the rental and leasing companies will increase at a steady rate in the next years. Key influencers expected to boost the telematics market in this vertical include the connected car trend driven by the vehicle OEMs and related service providers, the emergence of new mobility services and the general electrification trend in the automotive industry. The total number of active OEM and aftermarket telematics devices in use on the European market reached around 2.99 million at the end of 2020. The total installed base in Europe is forecasted to grow at a compound annual growth rate (CAGR) of 15.5 percent to 6.15 million in 2025.

In North America, the total number of OEM and aftermarket telematics devices in use is forecasted to increase from around 2.05 million at the end of 2020 to reach 4.32 million by 2025, representing a CAGR of 16.1 percent. The telematics penetration rate in the total population of rental vehicles in Europe and North America was about 30.2 percent and 48.8 percent respectively in 2020.

The market is still in a relatively early phase with a great diversity of players interacting in a complex value chain that spans multiple industries. Rental and leasing companies with notable activities within the implementation of telematics include Avis Budget Group, ALD, Alphabet, Donlen, Element, Enterprise, Europcar Mobility Group, Hertz, Sixt, Leaseplan and Wheels. Players in the rental and leasing industry can either develop telematics programs independently or rely on partners to varying degrees. Leading telematics solution vendors on this market include Geotab, Targa Telematics, Octo Telematics, IMS and Targa Telematics. The telematics ecosystem for example includes telematics players that have significant business in the aftermarket telematics sector such as Continental, CalAmp (LoJack) and Zubie. Several traditional fleet management solution vendors including Webfleet Solutions, Matrix Telematics, Ruptela and PowerFleet have also expanded into this field. Some players specializing in carsharing telematics have broadened their product portfolio to target car rental and leasing companies. Examples of leading carsharing telematics technology vendors include Liberkee, INVERS, Vulog and Convadis. Automotive OEMs are increasingly taking an active part in the ecosystem by offering OEM telematics services or by utilizing connected car services via its captive rental and leasing companies. Examples include General Motors, Stellantis, Ford, Renault- Nissan-Mitsubishi, Toyota, Tesla, BMW, Daimler and Hyundai.

Highlights from the report

  • Insights from numerous executive interviews with market-leading companies.
  • New data on rental and leasing fleets.
  • Comprehensive overview of the rental and leasing telematics value chain.
  • In-depth analysis of market trends and key developments.
  • Case Studies of telematics activities among 20 car rental and leasing companies.
  • Detailed profiles of 23 companies that serve the rental and leasing companies.
  • Market forecasts by segment and region lasting until 2025.

This report answers the following questions

  • What is the current status of the telematics activities among rental and leasing fleets? Which are the leading telematics platform providers?
  • How are the vehicle OEMs involved in the ecosystem?
  • What technology choices are there for rental and leasing fleet operators?
  • How has the COVID-19 pandemic affected the uptake of telematics in this market?
  • How will the market evolve in Europe and North America?
  • How will the carsharing market evolve in Europe and North America?
  • How will the telematics-based corporate carsharing market evolve in the upcoming years?


  • ACE Rent a Car
  • Avis Budget Group
  • Element Fleet Management
  • Munic
  • Ruptela

1 Cars and personal mobility services
1.1 The automotive market in Europe
1.1.1 Vehicles in use and car density
1.1.2 New car registrations and leading manufacturers
1.2 The automotive market in North America
1.2.1 Vehicles in use and car parc density
1.2.2 New car registrations and leading manufacturers
1.3 Car-based mobility services
1.4 The car rental market
1.4.1 Car rental operational models
1.4.2 Car rental seasonality
1.5 The car leasing market
1.5.1 Financial and full-service lease models
1.5.2 Second-hand market

2 Rental and leasing telematics solutions
2.1 Introduction to telematics in the rental and leasing industry
2.2 Car telematics infrastructure
2.2.1 Vehicle segment
2.2.2 Tracking segment
2.2.3 Network segment
2.2.4 Service segment
2.3 Car telematics applications in the rental and leasing segment
2.3.1 eCall and roadside assistance
2.3.2 Stolen vehicle tracking
2.3.3 Usage-based insurance
2.3.4 Remote control and convenience services
2.3.5 Vehicle diagnostics and maintenance
2.3.6 Tire pressure monitoring systems
2.3.7 Fuel card integration and reporting
2.3.8 Driving data registration and analysis
2.3.9 Eco-driving schemes
2.4 Regulatory compliance and reporting
2.4.1 CSA - Compliance, Safety, Accountability
2.4.2 Hours-of-Service and electronic logging devices
2.4.3 Fuel tax reporting
2.4.4 Other applications

3 Market forecasts and trends
3.1 Market analysis
3.1.1 Rental and Leasing telematics devices in use in Europe and North America
3.1.2 Carsharing telematics in Europe and North America
3.2 Value chain analysis
3.2.1 Automotive industry players
3.2.2 IT industry players
3.2.3 Rental and leasing industry players
3.2.4 Telematics industry players
3.2.5 Telecom industry players
3.3 Market trends
3.3.1 Rental and leasing to be increasingly integrated with mobility services
3.3.2 Electric vehicles to drive telematics adoption
3.3.3 OEM SVT services compete with aftermarket services in many countries
3.3.4 CRM solutions and vehicle diagnostics enable improved customer care
3.3.5 Data exchanges make OEM data available to independent service providers
3.3.6 Carsharing becomes a popular means to reduce corporate mobility costs
3.3.7 The COVID-19 impact on the rental and leasing telematics market

4 Company profiles and strategies
4.1 Car rental companies
4.1.1 ACE Rent a Car
4.1.2 Avis Budget Group
4.1.3 Enterprise Holdings
4.1.4 Europcar Mobility Group
4.1.5 Green Motion
4.1.6 Hertz
4.1.7 Sixt Group
4.1.8 U-Haul
4.1.9 Virtuo
4.2 Leasing and fleet management companies
4.2.1 ALD Automotive
4.2.2 Alphabet
4.2.3 Arval
4.2.4 Athlon
4.2.5 Donlen
4.2.6 Element Fleet Management
4.2.7 LeasePlan
4.2.8 Leasys
4.2.9 Lex Autolease
4.2.10 Volkswagen Leasing and EURO-Leasing
4.2.11 Wheels
4.3 Specialist aftermarket service providers
4.3.1 Airmax
4.3.2 CalAmp (LoJack)
4.3.3 Coastr
4.3.4 Continental
4.3.5 Convadis
4.3.6 Geotab
4.3.7 IMS (part of Trak Global Group)
4.3.8 INVERS
4.3.9 Liberkee (Huf Secure Mobile)
4.3.10 Matrix Telematics
4.3.11 Move Mee
4.3.12 Munic
4.3.13 Octo Telematics
4.3.14 OpenFleet
4.3.15 PowerFleet
4.3.16 Ridecell
4.3.17 RentalMatics
4.3.18 Ruptela
4.3.19 Targa Telematics
4.3.20 Vinli
4.3.21 Vulog
4.3.22 Webfleet Solutions
4.3.23 Zubie
  • Glossary

List of Figures
Figure 1.1: Vehicles in use (EU22+3 2019)
Figure 1.2: Passenger car density per 1,000 inhabitants (EU27+UK 2019)
Figure 1.3: Passenger car registrations by manufacturer (EU27+UK+EFTA 2020)
Figure 1.4: Vehicles in use (North America 2019)
Figure 1.5: Passenger car registrations by manufacturer (North America 2020)
Figure 1.6: Leading car rental companies (US 2018)
Figure 1.7: Rental vehicles in use by country (EU27+EFTA+UK and NA 2020)
Figure 2.1: Car telematics system overview
Figure 2.2: On-board computer and vehicle access telematics device
Figure 2.3: eCall application lifecycle
Figure 2.4: SVT application lifecycle
Figure 3.1: Device shipments and active systems in use (EU+ UK+EFTA 2020-2025)
Figure 3.2: Device shipments and active systems in use (North America 2020-2025)
Figure 3.3: Carsharing fleet and members (EU27+UK+EFTA 2020-2025)
Figure 3.4: Carsharing fleet and members (North America 2020-2025)
Figure 3.5: Corporate carsharing telematics market (World 2020-2025)
Figure 4.1: Major car rental companies
Figure 4.2 Leading multi-brand leasing providers
Figure 4.3: The Geotab GO9 tracking device
Figure 4.4: Liberkee Car Access Module (CAM)
Figure 4.5: OpenFleet vehicle management platform
Figure 4.6: The new Ridecell fleet IoT platform

A selection of companies mentioned in this report includes:

  • ACE Rent a Car  
  • Airmax 
  • ALD Automotive 
  • Alphabet 
  • Arval 
  • Athlon  
  • Avis Budget Group 
  • CalAmp (LoJack)
  • Coastr 
  • Continental 
  • Convadis 
  • Donlen 
  • Element Fleet Management 
  • Enterprise Holdings 
  • Europcar Mobility Group
  • Geotab 
  • Green Motion
  • Hertz 
  • IMS (part of Trak Global Group) 
  • LeasePlan 
  • Leasys 
  • Lex Autolease  
  • Liberkee (Huf Secure Mobile)  
  • Matrix Telematics 
  • Move Mee
  • Munic
  • Octo Telematics  
  • OpenFleet
  • PowerFleet 
  • RentalMatics 
  • Ridecell
  • Ruptela 
  • Sixt Group 
  • Targa Telematics
  • U-Haul 
  • Vinli 
  • Virtuo 
  • Volkswagen Leasing and EURO-Leasing 
  • Vulog 
  • Webfleet Solutions 
  • Wheels
  • Zubie 

The Internet of Things is very diverse. There are hundreds of different use cases, each with different dynamics. The starting point is to segment the market.

The analyst begins with a number of sectors: Automotive, Cities, Health, Industry, Home, Industrial, Energy, Retail and Consumer Electronics. Each of these sectors breaks down into a number of applications. In total across all sectors, the analyst examines around 150 separate applications. It is at this application level that they generate their IoT forecast. The analyst builds reliable data bottom-up. They take into consideration the current adoption rate, regulations, demographics, vertical-specific statistics, value chain structure, etc.

The rigorous data collection methods are based on first-hand and secondary sources. The analyst conducts many hundreds of executive interviews on a yearly basis with companies from all parts of the IoT value chain.  They talk to on a regular basis all major mobile operator groups and regulators as well as the chipset, module, and terminal vendors. They also interview many companies in each of the vertical markets.