One company that is taking advantage is Europcar.

Although it has a big reputation in Europe, Europcar is now focusing on expanding in Asia. Its Thai franchise, Europe-Thai Car Rent, is focusing on short-term rentals, for periods of less than one year.

"We currently cover part of Bangkok, Phuket, Chiang Mai, Chiang Rai and Pattaya," said CEO Kaewjai Phaoenchoke McDonald. "We hope soon to cover all of Bangkok."

The company currently owns more than 100 vehicles and bookings can be done by phone or Internet. The company also receives bookings from its foreign sister companies.

It claims that more than 30 per cent of its customers are foreign nationals. The rest are global corporations with offices in Thailand.

"More European tourists are visiting Thailand nowadays and the name Europcar is familiar to them," Kaewjai said. "They can be ensured that they will receive the same quality of service here as is given by Europcar abroad."

One of the company's main points of focus is bringing its service up to world class, she said.

Current investment is between Bt300 million and Bt400 million and in the future this figure could reach more than Bt1 billion.

Kaewjai said Europe-Thai Car Rent hopes to capture a market share of more than 20 per cent within three years. Although it currently has only seven pick-up and drop-off locations in Thailand - three in Bangkok and others at Phuket, Chiang Mai, Chiang Rai, and Pattaya - it hopes soon to expand to Krabi, Ubon Ratchathani, Nakhon Ratchasima and Khon Kaen.

"The main investment in a car rental company is obviously the cars," she said. "We cannot predict how many extra cars we will require as the business grows. As we work increasingly with airline companies and hotels, we will definitely expand our market. We are considering different hotels where we can establish drop-off points."

The company plans to concentrate on marketing next year.

Europe-Thai Car Rent will also arrange English-speaking drivers. Overseas customers can also make hotel bookings and order other secretarial work through the company.

"The slogan for Europcar is 'You rent a lot more than a car', and we will live up to it," Kaewjai said.

Although rental car prices depend on what customers want, Kaewjai said Europe-Thai Car Rent's prices begin at about Bt500, and the company goes through the usual procedure of checking a customer's credit.

"We are trying to create packages to suit our customers," she said.

Vijo Varghese

The Nation