apex opens new doors at auckland international airport

Apex opens a new Auckland International Airport depot, conveniently situated on the corner of George Bolt Memorial Drive and Verissimo Drive.

largest locally-owned rental car company in new zealand

Those Australian rockers AC/DC famously once sang, 'It’s a long way to the top if you want to rock ‘n roll!' The same could be said for those brave enough to set-up a local car rental company in New Zealand and take on the big multi-national companies.

Remarkable then that it has taken just over 10 years for Apex Car Rentals to become the largest locally-owned rental car company in New Zealand – founders and owners Phil Lennon and Tony Quinlivan have seen their company grow from just six vehicles in Christchurch back in the middle of the nineties to a fleet of 4,000 vehicles today, located at 16 branches throughout the country from Auckland to Queenstown.

There are several crucial factors that have led to Apex becoming a genuine New Zealand success story. Undoubtedly, one is the service which is specifically focused to cater to tourists. Certainly the first impression you gain when talking to the people at Apex Car Rentals is one of genuine friendliness – these are honest, down to the ground, good-natured Kiwi operators always prepared go the extra distance for their clients, in contrast to the sometimes detached service one encounters when engaging with staff at a foreign owned car rental company. The philosophy of the company is neatly summed-up in their mission statement: ‘We operate the Kiwi way’ also expressed in the fact that all shareholders are also company employees - both Phil Lennon and Tony Quinlivan continue to drive the Apex vision as company directors.

And now Apex is flying even higher with the opening of an eye-catching showroom at Auckland International Airport conveniently situated on the corner of George Bolt Memorial Drive and Verissimo Drive. The gleaming new building was officially declared open by Auckland Mayor John Banks in December.

"Growth was the driver behind this expansion," explains Derek Naughtin, Apex Manager for Auckland International Airport. "This is the largest purpose-built rental car facility in New Zealand and is three times the size of the previous premises. The new showroom is home to close to 1,000 rental vehicles."

Derek points out that from day one, Apex and New Zealand’s biggest airport have shared a close relationship.

"Over the past 10 years Auckland International Airport has been very good to us," says Derek, "and this new showroom certainly demonstrates our long term commitment to being here at New Zealand’s biggest gateway."

The classy streamlined and state-of-the-art new premises were constructed in only 17 weeks and designed specifically to maximise visual impact. Built and owned by Auckland International Airport and leased back to Apex, the complex looks every bit as good inside as it does when pulling up outside. Clients continue to enjoy an unequalled selection of vehicles featuring a large fleet of new and late model hire options with a guarantee there will be no hidden surprises with their rental car hire – all while enjoying the warm and welcoming new facilities.

In addition to being New Zealand-owned and offering unequalled service, another factor that makes Apex stand out from other car rental companies is the extended hours they stay open for clients at all branches around the country.

"We’re open longer than any other 'B' Class operator in the country," says Derek, "from 6am until 7pm, seven days a week – clients really appreciate not having to rush to collect or return their vehicle, especially if they’re on holiday." (Note: 'A' Class operators are located on-site at the airport terminal)

Looking ahead to the future, Phil Lennon says the company will keep the foot on the pedal and continue the strong growth.

"We want to get bigger and be a true alternative to the multi-nationals by concentrating on growing our market share ... currently we have 25% of the national tourist market and 90% of our business is derived from this sector – the only way is up," he predicts confidently.

Phil also reveals that Apex will continue to stick to its knitting and specifically target the tourist market while also catering for corporate clients.

"With the business market, you rent to people who are spending other people’s money but when you rent to tourists they are spending their own money – that’s an important difference."

Apex purchased 'About NZ Rental Cars' a year ago and three years previously acquired 'Road Trip Rentals' which is a backpacker brand so the company can provide the complete car rental package to suit every traveller’s budget. The Apex website also has special holiday offers, features and benefits as well as holiday suggestions around New Zealand. The company was also the first in New Zealand to introduce a car rental iPhone application that allows customers who had downloaded the application to book an Apex rental in under a minute.

When asked where the famous Apex name originated from, Phil laughs and scratches his head.

"Well, we started out wanting a word that started with 'A' to be at the front of the phone book," he recalls, "and really liked Apex because it had a certain ring to it."

This go-ahead company is certainly living up to the dictionary definition of apex which is 'the tip, top point or summit' – surely an appropriate description of Apex Car Rentals who are at the very top of the car rental industry in New Zealand and proud to be the biggest locally owned car rental company in the country offering that all important 'Kiwi' difference.

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