NAICS 5321Industry group · 4-digitlocal market1 market record

Automotive equipment rental and leasing

SoftwareVehicle Rental & Car-Share Operations Software

This industry group comprises establishments primarily engaged in renting or leasing vehicles, such as passenger cars, passenger vans, trucks, truck tractors, buses, semi-trailers, utility trailers and recreational vehicles (RVs), without drivers. These establishments generally operate from a retail-like facility; some offer only short-term rental, others only longer-term leases, and some provide both type of services. — Statistics Canada, NAICS 2022A

Establishments · CanadaA: 1,959
Under 10 employeesA: 71%
Establishments · USA: 16,396
Employment · USA: 166,195
Payroll · USA: $9.5B

Size and shape

How many businesses there are and how small they are. Fragmentation is the first thing an entrant — or anyone selling software into this industry — needs to know, and it is one of the few things that is actually measured.

Canadian establishments by number of employeesA

1–489546%

5–950526%

10–1929815%

20–4920310%

50–99402%

100–199151%

200–49930%

500+0—

Of 1,959 Canadian establishments with employees, 71% have fewer than ten — mostly small operators.

Where they areA

Ontario81342%

Quebec32016%

British Columbia28114%

Alberta25813%

Largest four provinces by establishment count. Establishments with employees only — sole operators with no payroll are not in this table, so in trades and personal services the true number of businesses is higher.

How many new establishments are still tradingA

Real Estate and Rental and Leasing, US · opened 2020

88.7%

1 year

70.3%

3 years

57.9%

5 years

45%

10 years

opened 2015

Measured, not forecast: the share of US establishments opening in one year that were still active later. It counts good operators and bad ones together, which is exactly why it is the honest answer to “what are the odds”. It is for the whole sector rather than this market, and the ten-year figure comes from an older cohort because no younger one has reached ten years.

How businesses here compete

The structural profile of subsector 532, which every industry beneath it inherits. This is analyst judgment from how the subsector is organised — not research into this industry, and not a measurement.

local competitionhigh capitalUNVERIFIEDinherited from 532 Rental and leasing services

A fleet bought with debt and earned back by utilisation. National consolidators buy independents, which is both the competitive threat and the exit.

Who sets the price: Utilisation against the local competitor's fleet.
The software it runs on: Rental management — contracts, availability, maintenance and telematics.

Market screens and studies

Market-entry records filed along this branch of the hierarchy. A record at or beneath this code is about this industry; one above it is about something wider that contains it.

No operating-business record sits in this industry — the record filed here is a software market, shown in the next section.

Software serving this industry

The vertical software markets filed along the same branch — who sells to these businesses and who they would have to displace — and then the generic categories every business buys whatever it does.

Vertical softwareScreened

Vehicle Rental & Car-Share Operations SoftwareOne thing must be true

binding constraint: market size

Incumbent TSD Mobility Solutions and Bluebird Auto Rental Systems

Above the independents sit three companies — Enterprise, Hertz, Avis — that build in-house, and below them a long tail of single-location operators at ACVs in the low thousands. The reachable middle is small enough that the ceiling is a lifestyle business, the same arithmetic that cut the equipment-rental record at 5324. Nothing is disclosed here. Every vendor named on this record is private, or sits inside a parent that does not break the line out, so no revenue floor can be built and the market size is genuinely unknown rather than estimated.

NAICS 53213 vendors namedOpen →

And what every business buys · 25 generic categories

Sold to every industry rather than this one, so they are filed against the software industry's own code. The same few vendors recur across most of them.

Companies in this industry · 5

Every company this research names that is filed here or beneath — the operators, and the vendors that sell to them — largest disclosed revenue first. The rank is within the company’s own six-digit industry.

Company	Filed under	Revenue	Rank
Bluebird Auto Rental SystemsPrivate	Automotive equipment rental and leasing5321	—	1/5
HQ RentalPrivate	Automotive equipment rental and leasing5321	—	2/5
RENTALLPrivate	Automotive equipment rental and leasing5321	—	3/5
ThermeonPrivate	Automotive equipment rental and leasing5321	—	4/5
TSD Mobility SolutionsPrivate	Automotive equipment rental and leasing5321	—	5/5

Who works here

The occupations employed in Real estate and rental and leasing, most concentrated in it first. The share is measured against the whole sector, not this industry — the published cross-tabulation stops there.

Concentrated in this sectorA

Insurance, real estate and financial sales occupations Mostly one sector 43.8%

Managers in construction and facility operation and maintenance Mostly one sector 10.3%

Support occupations in accommodation, travel, tourism and amusement services Mostly one sector 3.9%

Auditors, accountants and investment professionals Mostly one sector 2.2%

Logging, forestry, landscaping and other related labourers Mostly one sector 1.3%

Retail salespersons and non-technical wholesale trade sales and account representatives Mostly one sector 1.2%

Automotive service technicians Mostly one sector 1.1%

Security guards and related security service occupations Mostly one sector 1.1%

Graphic and interior designers Mostly one sector 1.1%

Photographers and support occupations in arts and culture Mostly one sector 1.1%

These jobs are mostly done here. An operator in this industry is competing for them against others in the same industry, not against the whole economy.

And the jobs every business has

Administrative, property and payroll officers Across the economy 11.7%

Building maintenance installers, servicers and repairers Across the economy 9.6%

Accounting, insurance and related business administrative occupations Across the economy 5.4%

Financial, insurance and related administrative support workers Across the economy 3.6%

Office administrative assistants - general, legal and medical Across the economy 3.3%

Legislative and senior managers Across the economy 3%

Administrative services managers Across the economy 1.7%

Administrative and financial supervisors Across the economy 1.6%

Survey, statistical and data entry occupations Across the economy 1.3%

Customer and information services representatives Across the economy 1.1%

Found across at least fourteen of the twenty sectors. But note the shape of this industry: 71% of establishments have fewer than ten employees, and at that size most of these roles are one person wearing several hats, or bought in from outside.

All 162 occupations →

Inside this industry

2 rows sit directly beneath 5321, and 5 in all once every level is counted. Each has a base report of its own.

Code	Industry	Establishments · CA	What is known
53211	Passenger car rental and leasing	1,397	screened at 5321
53212	Truck, utility trailer and recreational vehicle (RV) rental and leasing	562	screened at 5321

Alongside it, under 532 Rental and leasing services

Code	Industry	Establishments · CA	What is known
5322	Consumer goods rental	1,018	Rent-to-Own & Consumer Goods Rental
5323	General rental centres	296	General Rental Centres
5324	Commercial and industrial machinery and equipment rental and leasing	2,703	Equipment Rental Management Software