In an era where scaling a business is tougher than ever, South Africa’s Pace Car Rental has defied the odds—growing from a single vehicle in 2006 to a fleet of 5,000 cars valued at over R1 billion. This homegrown success story isn’t just about cars—it’s about innovation, grit, and the changing face of mobility in emerging markets. With roots in Johannesburg and national reach, Pace is now a key player in fleet solutions, vehicle subscriptions, and specialized rentals. From a local startup became a national fleet powerhouse.
Founded in 2007 by entrepreneur Grenville Salmon, the company’s origin is as humble as it is inspiring. After gaining experience at a leading car rental firm, Salmon had a bold vision to launch his own company—but without a single car to his name. So, he did what any true entrepreneur would: he rented his mother’s car and got to work. Soon, he rallied friends and family to rent their cars to him, building the first version of the Pace fleet, one vehicle at a time.
Eighteen years later, Pace Car Rental now operates with:
- A fleet of over 5,000 vehicles, including cars, bakkies, and commercial vehicles
- 9 branches across South Africa’s major cities: these include Marlboro, Kempton Park, Cape Town Airport, Cape Town City Centre, Gqeberha, East London and Umhlanga
- 300 dedicated staff members
- A strong client base that includes local and international film companies, long-term visitors, rent-to-buy customers, and ehailing
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. The company has become a trusted name for South Africans seeking affordable, reliable, and flexible rental options—delivered with a personal touch.
Pace pioneered the cash car rental facility in South Africa, becoming the first to offer this service without the necessity of a credit card.
“Pace started with a dream, no funding, and one borrowed car,” reflects Grenville Salmon, Founder and CEO. “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.”
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.
Looking ahead, the company remains committed to its founding values: innovation, accessibility, and service with heart.
“Our story proves that when passion meets purpose, anything is possible,” says Salmon. “Here’s to the next 18 years—and beyond.”
Background
About Pace Car Rental
Pace Car Rental is a leading South African car rental company with a strong national presence, a fleet of over 5,000 vehicles, and a commitment to making mobility accessible to all. The group comprises Pace Car Rental, Pace Car Risk, Pace Autobody and Pace Auto Services, headed by Ridwana Cajee,is a 51% Black female-owned and fully BEE-compliant company, Pace proudly supports inclusive economic growth while serving a wide range of clients—from everyday drivers to film studios and international visitors.
