That Saverio Castellaneta, founder and director of Primerent, was able to tap into the demand for tailor-made premium mobility, designed for managers, entrepreneurs, professionals, private individuals and later for corporate groups that travel frequently, is beyond doubt. The principle of reality tells us that his “concept” has passed the litmus test.
But it would be limiting and, I think, unforgivable, on the eve of the twentieth anniversary of the founding of this successful company, to reduce it to its results—growth of +10% in 2024 alone and a turnover that exceeded €20 million—the essence, the power and the perspective of a vision that has instead embodied an anthropological shift, expressed with the ease—and the charm—of those who know how to read reality in a context of constant evolution. It is the pleasing spontaneity of his narrative that goes a step further, as one immediately understands, by taking a brief look back, how and why Saverio Castellaneta has been able to enter, with keen intelligence, into an increasingly complex and complicated contemporary world, understanding and interpreting unspoken and unfulfilled needs. And he did so with three formidable allies: experience, passion and youthful energy.
As proof that coincidence doesn’t exist, what marked the transition from the world of motor racing to that of a competitive entrepreneur?
The will to impart the same passion, precision and attention to detail as in the world of racing.
And what was the idea behind it?
Making mobility simple and accessible while upholding human values. Sublimated and sculpted into a vision… To make car rental an exclusive, fully personalised experience, accessible on demand and without compromising on quality, reliability and service, understanding that mobility was not a space to be occupied but to be experienced and enhanced.
But with an original and thus distinctive approach to mobility as a service?
That is the foundation of Primerent's success. It is not just a simple rental platform, but an ecosystem tailored to offer a bespoke, flexible and timely travel experience that meets the highest expectations. Every request is managed directly, with support that begins before the rental and ends only when the car is returned. Just out of curiosity: how do you move around in contemporary society? Time, efficiency and flexibility are key drivers in business decisions moving towards the changing face of mobility. Nowadays, true value lies not only in the car itself, but in the quality of the experience it provides.
This is where Primerent sets itself apart as one of Europe's leading operators in the short- and medium-term hire—from one day to twelve months—of high-end cars, thanks to a business model based on personalised service, strategic vision and ongoing innovation.
What is the real secret not just to success, but also to preserving it over time?
The ability to adapt quickly to market changes and anticipate the needs of increasingly mobile and selective customers is one of the main competitive factors on which the company has founded its leadership.
In an admittedly very demanding segment…
And challenging. The 10% growth in 2024 alone and the outlook for another 10% growth in 2025 attest to the strength of the offering and the company's ability to remain at the forefront of a highly demanding market segment.
At this point, it is the organisational model that is intriguing…
Our logistics network, made up of nine strategically located operational centres in Rome, Milan, Florence, Olbia, Ventimiglia, Bari, Catania, Palermo and Verona, guarantees swift and comprehensive coverage throughout Italy and southern Europe. This allows for personalised deliveries to any location, including airports, hotels, offices or private residences.
And what about the staff?
The relationship with the customer, who is aware that they are never left behind, is managed by a team of mobility managers, highly qualified and multilingual professionals who oversee every detail, creating a continuous and direct dialogue. An added value that is reflected in reliability, operational speed and complete peace of mind. The service is backed up by a team of over 50 Specialist Drivers, trained at our Primerent Academy, who are responsible for delivering and collecting vehicles with the strictest punctuality, confidentiality and attention to detail.
Dependability hand-in-hand with class…
Immediately visible and valued, even in the finesse of the uniformed staff who are at the customer's complete disposal. A world of compromise-free lifestyle all your own. After starting out with ten cars, Primerent's fleet now consists of over 500 premium and luxury vehicles, all owned by the company and selected from among the most exclusive models of the leading international brands: Ferrari, Lamborghini, Porsche, Mercedes-Benz, BMW, Land Rover, Audi and MINI. Supercars, high-end SUVs, executive saloons, convertibles, luxury vans and fully electric cars. Every category is upgraded every 8–10 months to ensure that the latest market developments are always included.
Impeccable service and top-of-the-range cars: what does that involve?
Providing the joy of driving state-of-the-art models that are updated with the latest technology and change every month.
The pleasure of driving and the delight of discovery…
Keeping up to date with the latest developments is one of our mantras, but when said like that, it sounds rather limiting.
In what sense?
We pay close attention to developments in the global market, which is moving forward rapidly thanks to the use of digital technology.
Do all these developments also affect the elite positioning of the company?
Strengthened by strategic partnerships: Primerent is the exclusive operator of the Hertz Dream Collection in Italy and an official partner of American Express, offering privileged services to Platinum and Centurion cardholders.
We know that lifestyle is an expression of habits, preferences and behaviours influenced by factors such as culture and the environment, which, in turn, increasingly influence choices... and offers.
And what about you?
We have always been ahead of the pack, so much so that another key asset of Primerent's strategy is sustainability. At present, 75% of our fleet is hybrid or electric, with a target of reaching 83% by the end of this year. It is a decisive step forward towards a more responsible future that unites respect for the environment with high performance and high-level design.
How closely does reality reflect this vision?
In a world where social responsibility is a competitive asset, this choice becomes another tangible advantage. Today's competitive drivers can only propel you to go beyond your existing strong core business identity… Forever looking to the future, Primerent has also developed exclusive business solutions, such as its Prelease service, which provides immediate access to premium cars while customers await delivery of their new company fleets, and its Long Relief programme, which ensures business continuity in the event of technical breakdowns or maintenance. These two solutions address the growing need for agile, seamless and strategically planned mobility.
Are high-end private individuals your target audience now and for the future?
Yes, but with a refreshing and interesting twist: the high-end target market is increasingly attracting international companies and groups seeking reliable mobility solutions that are representative and in keeping with their corporate image.
So can we call it the “Primerent Formula?”
It is in this sense that we can safely say that we do not only offer cars, but so much more: we offer time, efficiency, aesthetics, image and prestige. And the good that intermingles with the beautiful.
What does that mean?
A high quality, refined service and, we are pleased to highlight, absolute reliability.
In other words, you are offering much more than just a car and premium service?
That's exactly it. As already mentioned, we are not a service but an ecosystem of services, all designed in their entirety for those who want to drive change with style.
Having chosen to live in the future, what is your ambition towards it?
The company's elegance, expertise and strategic vision continue to redefine the parameters of luxury travel, establishing Primerent as one of the most authoritative players in the high-end mobility sector in Europe. Which basically falls within the art of living well, something we know includes self-care, nutrition, physical activity, social relationships, work and time, and not just free time, in an age when time is one of the most scarce resources. This is the true meaning of our mission, affirmed and rewarded by Primerent's continuing growth.
