Pace started with a dream, no funding, and one million borrowed car," reflects Grenville Salmon, Founder and CEO of Pace Car Rental. "Today, we're a national brand built on trust, relationships, and relentless perseverance. We've never lost that human connection—that's what makes us different.
Gillian Bentley
Johannesburg, South Africa – In a remarkable tale of entrepreneurial spirit and perseverance, Pace Car Rental has defied the odds to become one of South Africa’s most successful car rental companies. From its humble beginnings with a single vehicle in 2006 to a fleet of over 5,000 cars valued at over R2 billion, Pace Car Rental’s journey is a testament to innovation, grit, and the changing face of mobility in emerging markets.
Founded by entrepreneur Grenville Salmon in 2007, Pace Car Rental’s origin story is as inspiring as it is humble. With no cars to his name, Salmon rented his mother’s car and rallied friends and family to rent their cars to him, building the first version of the Pace fleet one vehicle at a time. Today, the company operates with a fleet of over 5,000 vehicles, including cars, bakkies, and commercial vehicles, and has 9 branches across South Africa’s major cities.
Pace Car Rental has pioneered the cash car rental facility in South Africa, becoming the first to offer this service without the necessity of a credit card. The company’s systems and checks are so thorough that they have found it safer to rent from debit cards than credit cards, according to Salmon. As a proudly 51% Black female-owned and fully BEE-compliant business, Pace Car Rental represents not just entrepreneurial success but inclusive empowerment in action.
With a reputation for long-term rentals, accessible rent-to-buy programs, and tailored solutions for everyday drivers and entrepreneurs alike, Pace has cemented itself as a vital player in the car rental space. The company remains committed to its founding values: innovation, accessibility, and service with heart. “Our business model is intended to be replicated on a global scale,” says Salmon. “Our story proves that when passion meets purpose, anything is possible.”
Pace Car Rental’s commitment to giving back to the community is evident in its Pace Education Trust initiative, which supports 45 learners from townships to private schooling and Imagine Scholar, a Mpumalanga-based program that supports remarkable students to advance their knowledge. Both programs are sponsored by Pace at over R2 million.
As Pace Car Rental continues to grow and expand its services, its founder and CEO, Grenville Salmon, remains optimistic about the company’s future. With a strong national presence and a commitment to making mobility accessible to all, Pace Car Rental is poised to remain a leader in the car rental industry for years to come.
Facts:
- Fleet size: Over 5,000 vehicles
- Branches: 9 across South Africa’s major cities
- Staff: 300 dedicated members
- Ownership: 51% Black female-owned and fully BEE-compliant
- Value: Over R2 billion
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