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Renting a car abroad used to mean choosing between the big names and paying premium prices, or taking a chance on an unknown local provider. Firefly sits in a different category entirely. Launched by Hertz in 2013 as a dedicated low-cost brand for leisure travelers, it has grown into a recognisable presence across Europe and beyond, offering competitive rates without the stripped-down experience that budget car hire sometimes implies.
The Brand Behind the Name
Firefly is a value brand owned by the Hertz Corporation, the same group that operates Hertz, Dollar, and Thrifty. Being part of that infrastructure gives Firefly access to a well-maintained fleet, established pickup and drop-off processes, and the operational reliability that comes with a large parent organisation, while maintaining pricing that targets vacation travelers rather than corporate accounts.
The brand operates primarily in international leisure markets. Even though Firefly is an American brand, it operates solely in international markets, mainly in Europe, but also in Mexico, the UAE, and South Africa. Its locations are concentrated in the airports and cities that tourists fly into, rather than trying to cover every corner of every country.
Where Firefly Operates
Firefly is present in 80 destinations across more than 13 countries. The European footprint is the strongest, covering Spain, Italy, France, Greece, Croatia, Iceland, Portugal, Cyprus, Bulgaria, Montenegro, and Romania among others. Sun-seekers travelling to Spain, Italy, and France make up the majority of Firefly customers. dermoi! In Spain, offices cover popular tourist entry points including Malaga, Alicante, Barcelona, Madrid, Valencia, and Seville. In Italy, locations span Milan, Rome, Cagliari, and other key cities. Iceland, an increasingly popular destination for independent travelers, is also served, as is the Greek mainland and Crete.
Outside Europe, Firefly operates across Mexico with over 170 locations in the country’s main cities and tourist hubs, including Cancun, Puerto Vallarta, Los Cabos, Mexico City, Merida, Tijuana, and Acapulco. The UAE and South Africa complete the international footprint for travelers heading to those destinations.
The Fleet
As a low-cost brand, Firefly’s fleet is focused on serving the typical tourist looking for a car to see the sights with. In most locations, the brand offers various sizes of cars from mini to larger cars, some SUVs, and minivans. It does not typically offer luxury cars, larger passenger vans, or trucks.
The range covers everything from compact city cars ideal for two people navigating narrow European streets and limited parking, through to mid-size family cars, SUVs for those covering varied terrain, and minivans for groups traveling with luggage. Automatic transmission options are available across most markets, which is particularly relevant for travelers from North America who may not be comfortable with a manual gearbox on unfamiliar roads.
Pricing and Booking
The value proposition at the core of the Firefly model comes through most clearly when bookings are made in advance online. All base rates include Value Added Tax, liability insurance, and fire insurance. Additional coverage including collision damage waiver and theft protection is available as an add-on at booking or at the counter, and purchasing these at the time of booking rather than on arrival typically results in a lower daily rate than paying at pickup.
Firefly accepts all major credit cards. Debit cards are accepted in Spain and France for Mastercard and Visa, while a credit card is required in Croatia, Iceland, Malta, and the UAE. In Mexico, a credit card in the primary driver’s name is standard practice across the rental industry. Unlimited mileage is included in most European rentals, which removes the anxiety of tracking kilometres on longer road trips across multiple regions. Additional services available include 24-hour emergency assistance, child seats and booster seats, additional driver coverage, and snow chains in applicable destinations.
Age Requirements by Country
Age requirements vary depending on where you are renting. In Spain the minimum age is 21, in Italy the minimum is 23 though rental from age 21 is possible with a young driver surcharge, and in France the minimum is also 21. Young driver fees apply across most markets for those under 25, and some vehicle categories require drivers to be at least 25 regardless of market. Drivers over 70 may also face additional charges at certain locations.
Practical Tips for Renting With Firefly
A valid driving licence held for at least one year before the rental date is required across all markets. If a licence is not issued in the Latin alphabet, an international driving permit will be needed alongside it. Arriving with a printed or digital booking confirmation, the credit card used to make the reservation, a valid passport, and a driving licence covers the standard requirements at most Firefly locations worldwide.
For travelers who want to pick up a car in one location and drop it off in another, one-way rentals are available in Italy and the UAE with advance notice and an additional fee. In other countries where Firefly operates, returning to the original pickup location is required.
For leisure travelers who want the freedom of their own wheels without the premium price of the major rental brands, Firefly delivers a reliable and consistently available option across some of the world’s most popular holiday destinations.
