Asco Motors, a subsidiary of Toyota Tsusho (South Sea) Ltd launched its new car rental franchise, Payless Car Rental, yesterday.

Located at the Sheraton Fiji Golf and Beach Resort in Denarau, Nadi, it is owned by Avis Budget Group.

Payless is designed for consumers who are price conscious – the international leisure market and domestic mid-budget hirers.

The launch follows the growing demand for rental cars, since Fiji’s international borders reopened.

Asco Motors Fiji’s acting Chief Executive Officer, Ronald Kumar, said Fiji was the first Pacific island nation to launch Payless.

Payless does not have a presence in Australia and New Zealand.

The new franchise is expected to capture a new audience, he said.

“There were so many inquiries about prices that were much below what Avis offered,” Mr Kumar said.

“This franchise offers quality cars at the same service level, at about a fraction of the price.”

“Our main focus is to ensure that we continue to provide the highest quality of service.”

“The market is somewhere around 40,000 to 50,000 hirers a year.”

“We are trying to tap into a certain portion of that market.”

Avis Budget Group, Pacific Director of Network Development and Franchise Relations, Ann Dawson, said Payless was an off-airport option.

Partners Asco Motors and Toyota Tsusho worked on the project with the Avis Budget Group for more than two years.

The Payless brand is popular in North America, Europe, and South America.

“Payless will have four vehicle categories in Fiji,” Ms Dawson said.

“It will will start with the small fleet, and build once supply becomes available,” she said.

Toyota Tsusho South Pacific Holdings (TTSPH) managing director, Akira Shida, said Payless expected to offer more opportunities to travel and contribute to the recovery of the Fijian economy.

Payless will commence official services on July 1, in Nadi and Suva, with a range of Toyota cars for hire including Yaris and Corolla.

Feedback: nicolette.chambers@fijisun.com.fj