From One Car to a National Brand: 20 Years of Pace Car Rental

Pace Car Rental marks 20 years of growth, reflecting on its journey from a single vehicle in 2006 to a national brand built on practical, accessible mobility.

Pace Car Rental marks 20 years in business, reflecting on its growth from a single vehicle in 2006 to a national car rental brand operating across South Africa. Founded by Grenville Salmon with a focus on improving the customer experience, the company has built its reputation on practical, accessible mobility solutions for both individuals and businesses.

The business has expanded its offering to include long-term rentals, commercial vehicles, and flexible options such as cash car rental, while maintaining a focus on transparent pricing and reliable service. With a strong emphasis on people, Pace continues to invest in its team, support community initiatives, and contribute to transformation through its B-BBEE status.

As demand for flexible transport solutions grows, Pace Car Rental remains focused on improving its digital platforms and expanding its reach, with the ongoing objective of helping South Africans stay mobile and productive.

From One Car to a National Brand: 20 Years of Pace Car Rental

A South African business built on practical solutions, family values, and a commitment to keeping people moving

Johannesburg, South Africa – 18 March 2026

In May 2006, Pace Car Rental began with a single vehicle and a simple belief that car rental could be done better. Twenty years later, that belief has grown into one of South Africa’s largest privately owned car rental brands, with a national footprint and a reputation built on practical, accessible mobility.

Founder Grenville Salmon entered the industry with the intention of improving the customer experience. The first booking request, however, did not go according to plan.

The business started with a minibus. The first customer needed a car.

A quick decision followed. Grenville gave his mother his own vehicle, rented out her car to the customer, and drove the minibus himself. It was not a perfect system, but it worked.

That moment set the tone for what Pace Car Rental would become. A business built on adaptability, resourcefulness, and a willingness to solve problems when it matters.

Over time, Grenville, together with his wife Berné and a growing team, expanded the business into a national operation. Today, Pace operates across key regions including Johannesburg, Pretoria, Cape Town, Gqeberha, and Umhlanga, offering a wide range of vehicles to both individuals and businesses.

While the business has grown, its core focus has remained consistent.

“Pace Car Rental was built on the idea that car rental should be simple and straightforward, and that still holds true today,” says Darren Young, Brand Manager at Pace Car Rental. “Customers need simplicity and convenience, and that is what we offer them.”

This approach is reflected in how Pace structures its offering. The company focuses on all-inclusive, transparent rental options, aiming to avoid the hidden costs often associated with the industry. The objective is to build long-term relationships rather than short-term transactions.

Pace has also evolved to meet a wide range of mobility needs within the South African market. Its services support everyday drivers, growing businesses, insurance replacement requirements, film production, as well as offering cash car rental to customers who would have otherwise not been able to rent a car without a credit card.

Beyond its operations, Pace Car Rental places a strong emphasis on people. This includes its customers, its team, and the communities it operates within.

The business is a Level 2 B-BBEE contributor, with 51 percent Black ownership and 30 percent Black female ownership. It also supports community initiatives such as the Aluwani Foundation, which focuses on improving the lives of vulnerable children in Limpopo.

As Pace Car Rental reaches its 20-year milestone, the focus remains on staying relevant in a changing market.

Demand for flexible and accessible transport continues to grow across South Africa. Pace aims to meet this demand by improving its digital booking platforms, expanding its reach, and continuing to provide practical, customer-focused transport solutions.

What started with one vehicle and a simple idea continues with the same objective today: helping people get mobile and keep them moving for the long term.

About Pace Car Rental
Pace Car Rental is a South African vehicle rental company offering long term car rental, cash car rental, bakkie hire, and fleet solutions. With branches nationwide, Pace focuses on practical, reliable, and accessible mobility solutions for individuals and businesses.