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Imperial Car Rental advertising on escalators at Johannesburg Airport

Imperial Car Hire

It might not be called ImperialCar Hire anymore, but you still get the mints! Imperial Car Hire was the brand name used by Imperial Holdings up to 31 May 2009, for car rentals across South Africa. After teaming up with Europcar in 2007, a co-branding strategy was followed until 31 May 2009, after which the Europcar SA brand was used.

Imperial Car Rental is now Europcar

History of Imperial car rental

1 Jun 2009 : Imperial Car Rental changes its name to Europcar SA.

1 Apr 2008 : Europcar and Imperial Car Rental start renting cars under the National Alamo name in Southern Africa.

Mar 2008

A 1-ton bakkie is included in the Imperial Car Rental fleet in Gauteng, Limpopo, Mpumalanga and North West province.


Carol Scott, the founder of Imperial Car Rental, retires from the board of Imperial Holdings.


Imperial Car Rental purchases the Europcar South Africa franchise of Europcar International.

15 Sep 2006

Judgement is heard in the case of Uys versus Imperial Car Rental in the Johannesburg labour court. Uys claims that she was unfairly dismissed as a result of her pregnancy. The court finds that the "dismissal of the applicant was substantively unfair but procedurally fair", and Imperial Car Rental were instructed to compensate Uys at a rate equivalent to six months’ pay which (R49,200).


Imperial Car Rental acquires the assets of Hertz (when Hertz disinvested from apartheid South Africa).


Imperial Car Rental is started by Carol Scott in downtown Johannesburg, with an initial fleet of 9 vehicles, and the slogan "Yours Personally" is born.

Imperial Car Rental is now Europcar


11 Oct 2011

Imperial Car Rental site is down.


Imperial Car Rental's partners were Airlink, Alamo Rent-a-Car, Auto Pedigree, Discovery Vitality,,, National Car Rental, SAA Voyager, Southern Sun, The Pro Shop and Traffic Synergy & Vodacom World of Golf.

Imperial Car Rental at Johannesburg O.R. Tambo International Airport

Old reservation details

These were the reservation details under the Imperial Car Rental brand (now will take you through to Europcar SA).

Telephonic reservations

0861 131 000

Email reservations

Owners of Imperial Car Rental

Imperial Car Rental/Europcar SAA was 100% owned & managed by Imperial Holdings, a multinational company specialising in the transport of people and cargo. Europcar receives an undisclosed percentage of profit.

Chief Executive

Dawn Nathan-Jones was chief executive officer of Europcar SA/Imperial Car Rental from 1997 until and beyond the shutting down of the Imperical Car Rental brand on 31 May 2009.

Vehicles which were offered

BMW 320, Chev Aveo, Hyundai Atos, Hyundai Tuscon, Kia Picanto, Mercedes C180, Ssanyong Kyron, Toyota Verso, Toyota Quantum, Toyota 4X4 Double Cab, Toyota Avensis, Toyota Hilux VVT 2L, Toyota Yaris Sedan, VW Polo Classic & VW Citi Golf.

Imperial Car Rental & Europcar offices at Johannesburg Airport

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