Goldcar Ranked Worst Car Hire Firm Amidst Hidden Charges and Poor Transparency, Consumer Report Finds

Consumer group Which? has revealed the best and worst-rated car hire firms, with Goldcar identified as the company to "avoid at all costs" due to prevalent hidden charges and a lack of pricing transparency. The findings stem from a survey of more than 3,600 consumers, who ranked firms on criteria including customer service, value for money, ease of opting out of additional charges, clarity of final hire cost, and vehicle condition. This assessment also incorporated expert checks on pricing clarity, rental terms, website functionality, and fairness.

Goldcar secured the bottom position with an overall score of 48 percent. A concerning 28 percent of Goldcar renters reported being charged additional fees, sometimes weeks after returning their vehicles. One customer noted, "The risk of post-contract extras outweighs the cheaper price. Avoid at all costs." The company received low ratings for collection speed and customer service, with a fifth of respondents experiencing queues of 30 minutes or longer. Previous Which? investigations also indicated Goldcar engaged in pressure selling tactics for extra insurance at the rental desk.

Another underperforming firm was American provider Dollar, the low-cost arm of Hertz, which achieved an overall score of 62 percent. Major global brands like Avis and Budget scored in the mid-range with 64 percent and 65 percent, respectively. Hertz itself, a prominent car hire brand, received a score of 65 percent, earning only two stars for clarity of rental conditions and three stars for clarity of final hire cost and ease of opting out of additional charges. Researchers attempting to book with Hertz in multiple countries found it difficult to add an additional driver during the booking process, with the cost of doing so not clearly listed in the rental conditions. Hertz stated this information could be found via a link labeled 'qualifications and requirements,' but the cost amounted to an additional £144 per week.

Which? research indicates that critical costs and conditions are frequently not clearly communicated at the point of booking, leading to "bill shock" at the rental desk. These issues persist more than a decade after the Competition and Markets Authority (CMA) urged major firms to commit to transparent pricing and clear rental conditions in 2015. Common problems include hidden surcharges for older drivers and insurance costs omitted from the headline price.

Guy Hobbs, Which? Travel Expert, commented on the findings, stating, "Booking car hire should be straightforward, but hidden fees, unclear terms and costly add-ons still make it difficult for travellers to compare prices and know who is really offering the best deal." He added, "Too often we hear from holidaymakers who have faced poor customer service and unexpected charges that turn a seemingly cheap rental into an expensive one."

At the top of the rankings, three companies earned the Which? Recommended Provider badge: Canaries-based AutoReisen, Arnold Clark, and Alamo. AutoReisen received five stars across most categories, averaging £16 per day and reported by 98 percent of customers to have a final rental price matching or under the initial quote. AutoReisen includes additional drivers, child seats, and zero-excess insurance at no extra cost. Arnold Clark was noted for its five-star rating in clarity of final costs and a praised pick-up and drop-off service.

In response to the report, a Goldcar spokesperson expressed disappointment but highlighted the company's premium cover option for damage and the customer's right to choose separate insurance. They stated the company is committed to investigating any instances where customers feel service expectations were not met and referenced its Code of Ethics for counter sales and Guide of Good Sales Practices implemented in 2021.