About AUREL
AUREL is a concept for a luxury car hire service built around a simple idea: an exceptional car only becomes an unforgettable drive when everything around it is handled with the same care.
Who we are
Most performance car hire works like any other rental: a large fleet, a desk, a contract, and a car that was returned by someone else an hour ago. It gets you into an exotic car, but rarely gives you the experience the car was built for.
AUREL is imagined as the opposite. A deliberately small collection — currently four cars — chosen for what they make a road feel like. Each car is looked after by people who know it in detail, and each hire is shaped around one client and one plan.
What we offer is simple to describe: the right car, prepared properly, handed over by someone who can explain it, for as long as your drive needs.
AUREL is a portfolio design concept. It is not a trading company, and the story here describes the brand as designed, not a business history.
Our story
The idea started with a frustration familiar to anyone who has hired a supercar for a special occasion: the car was extraordinary, but the experience around it was not. Rushed paperwork, a car still warm from the last driver, and nobody who could explain what the drive modes actually did.
AUREL asks what hire would look like if it were designed by people who love these cars. The answer is fewer cars, more time, and a standard of preparation closer to a private collection than a rental fleet.
Our mission
“To make every drive with us the one you still talk about years later — by caring as much about everything around the car as about the car itself.”
Our values
A spec sheet tells you how fast a car is. It does not tell you how it feels at 7am on an empty pass. We choose cars for the second question. That is why the collection is four cars, not forty, and why each one is genuinely different from the others.
The difference between a good hire and a great one is usually decided before you arrive: tyre pressures set, cabin cleaned to the seams, fuel and charge topped up, seat and mirrors left neutral. We treat preparation as the core of the service, not the gap between bookings.
We would rather recommend a calmer car than let someone struggle in the wrong one. If a Revuelto is the wrong choice for your trip because of luggage, roads or experience, we will say so and suggest what would suit you better.
Handovers are not timed. Questions are answered by someone who has driven the car. We would rather serve fewer people well than many people quickly.
Our approach
Our priorities, in order: the right car for you, a car prepared without compromise, and an experience with no surprises.
Read our standardsCars join the collection only if they offer something the others do not: a different engine, a different temperament, a different kind of road they excel on.
Every enquiry starts with how you plan to drive. The right car for a wedding is rarely the right car for a five-day Alpine tour.
A written checklist for every car before every hire, covering mechanical checks, detailing and set-up.
An unhurried walk-through of modes, controls and quirks, followed by a joint inspection. You leave when you are ready.
Browse the four cars in the collection, or tell us about your plans and let us recommend one.