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Last updated on: November 6, 2025
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71Rental Locations
25Airport Locations
Map View of Car Rental Locations in Florence
Shouqizuche
8.5/10
Europcar
8.1/10
italy car rent
8.0/10
Locauto
9.3/10
Sicily By Car
8.0/10
Alamo
8.5/10
Hertz
8.2/10
NOLEGGIARE
6.6/10
Avis
7.6/10
SURPRICE RENT A CAR
4.8/10
Budget
7.2/10
Rental Plus
7.9/10
RentSmart24
7.0/10
AUTOVIA
6.0/10
Thrifty
10.0/10
ACE
9.0/10
DRIVALIA
4.4/10
Keddy by Europcar
6.5/10
Dollar
9.9/10
ecovia
7.0/10
GOLDCAR
7.8/10
B-RENT
5.3/10
Maggiore
8.0/10
Enterprise
8.3/10
Firefly
9.1/10
Reviewed: October 29, 2025
The car rental process was smooth, returning the car was hassle-free, and the staff were really nice.
Reviewed: October 11, 2025
The staff provided excellent service. There was a strike in Florence that day, so we waited in line a bit longer, but the staff had a great attitude and even worked overtime for over half an hour. Returning the car at Rome Airport was also incredibly smooth.
Reviewed: September 22, 2025
I booked a Corsa with full insurance from the rental company, but the Corsa wasn't available. They upgraded me for free to a hybrid MG SUV, a domestic car that's quite fuel-efficient. It was a new car with just over 10,000 kilometers total mileage. When picking up the car, they briefly tried to sell road assistance insurance, but when I declined, their attitude remained polite. The process of completing the paperwork and picking up the car was about 600-700 meters apart, and they provided clear instructions which made it fairly easy to find. During drop-off, they mentioned that since I had full insurance, there was no need for vehicle inspection—just hand over the keys and leave. Overall, the experience was pretty good.
Reviewed: September 27, 2024
The service attitude was excellent, no hidden charges, and the pickup and drop-off process went smoothly, though the pickup counter was hard to locate.
Reviewed: October 9, 2025
Pickup was convenient, but the fuel tank wasn't full. I forgot to take a photo, so I refilled it before returning the car. Also, the car didn't have windshield washer fluid, but thankfully, I didn't need it during the trip.
Reviewed: June 3, 2025
No upselling, good service attitude, and quick response.
Reviewed: May 18, 2025
Overall good. The car was very new, with just over 7000 km mileage. It is rear-wheel drive, which sometimes lacked power when driving in the Tuscan countryside, especially on gravel roads or uphill dirt roads.
Reviewed: August 28, 2025
The price is very affordable, and there are no hidden charges.
Reviewed: June 20, 2025
Overall satisfied, but it's a pity there are no smaller cars.
Reviewed: May 7, 2025
Everything was great except for the queue to pick up the car. The car we got was brand new, even the steering wheel was still wrapped!
Reviewed: May 4, 2025
The service was decent, but their English was not very fluent.
Reviewed: May 3, 2025
Very good, the restricted areas and refueling policy were explained clearly! They had us record a video before picking up the car.
Reviewed: February 18, 2025
Very good, there was no one when picking up the car, it was arranged quickly.
Reviewed: June 6, 2025
Overall, very satisfied. However, I recommend purchasing full insurance at the store. They can't check the online insurance to confirm whether we bought it or not, so they will still ask about it in-store. Buying full insurance directly in-store also puts them at ease when returning the car.
Reviewed: August 21, 2025
Pretty good. It's normal for them to promote insurance; just politely decline if you're not interested.
Reviewed: June 25, 2025
It's alright, the staff has a good attitude. There are some routine sales pitches, but that's understandable. They mentioned providing an Audi A6 wagon but gave us a Ford Kuga instead, which is quite different. However, since places in Italy are small and compact cars are easier to park, it's acceptable.
Reviewed: August 6, 2025
Not bad overall. The car had a lot of scratches, so be sure to take photos for evidence, or better yet, record a video of the entire car! When returning the car, if you didn’t purchase full insurance directly from Avis, they will inspect the car very carefully. If the staff points out damage and you don't have evidence, it can easily lead to disputes.
Reviewed: July 8, 2025
Overall, AVIS has relatively low efficiency. The wait time for picking up the car was long. When inquiring about how to return the key, I was instructed to use a keybox for self-service drop-off, but I was later charged a late return fee. The store's phone was unreachable. The actual car model provided was not very satisfactory, with poor handling.
Reviewed: September 26, 2024
Very satisfied with the efficiency of the service staff.
Reviewed: August 7, 2024
Un está bloqueado el Depósito en mi tarjeta de crédito luego de 3 dias
Reviewed: November 24, 2024
Excellent service! When I rented the car, I was alone and rented a small car, but they upgraded me to a bigger car. Very satisfied.
Reviewed: September 17, 2025
The model is a Fiat Panda, the vehicle is in excellent condition with approximately 14,000 kilometers driven. Comfortable to drive, the trunk fits a 28-inch suitcase. Returning the car was very smooth as well. Truly a big company with a reputable brand, highly trustworthy.
Reviewed: September 16, 2025
The location was easy to find, everything went smoothly.
Reviewed: October 1, 2024
The only issue was the staff in the parking lot not understanding how the vehicle operated
Reviewed: September 25, 2024
Needs to stay open later in the evening to cover late arrivals.
Reviewed: July 16, 2024
Waited an age to get seen and then the agent stated they did not have the three child booster seats I’d ordered. She was wholly unhelpful and I had to be very forceful and insistent before she reluctantly managed to procure the child seats. On return the company have fraudulently tried to pin damages on me for defects that existed at the time of pick-up. Fortunately, I took photos before driving off but that hasn’t stopped them withholding my cash for the trumped-up “damage”. Disgraceful and illegal behaviour from what I had previously thought were a reputable organisatio.
Reviewed: October 26, 2022
Counter staff not particularly friendly and not really helpful when we asked for advice on returning car and avoiding traffic limitation zone. Drop off was straight forward.
Reviewed: June 7, 2022
Car fitted in 4 large suitcases without parcel shelf in place. Unfortunately hire company wouldn’t let us leave it so it had to sit in front of back seats entire journey.
Reviewed: June 7, 2025
Vehicle pickup and drop-off were both handled at the Hertz store, and they provided an upgraded vehicle, which was excellent. The car was in great condition. The service was straightforward without any upselling or unnecessary chatter. Highly recommended.
Reviewed: January 1, 2020
The agent at the airport car rental was extremely helpful and friendly. The car was not very clean inside, nothing major but I don’t think it had been cleaned just before being rented to us.
Reviewed: October 4, 2019
Only downside was the drop off, we kept missing the turning as it wasn't sign posted very well. The staff were extremely friendly, and spoke good English. Everything was good with the car, it was clean and exactly what we wanted.
Reviewed: November 2, 2019
Staff a bit pushy to buy comprehensive car insurance and tried to scare us but other than that everything else was good. Thanks
Reviewed: September 11, 2019
We received a fiat panda in good condition. We were charged twice for the cost of the car rental once by EasyRentCars and again by Goldcar. Had to waste my time scanning rental agreements.
Reviewed: September 4, 2019
Everything worked out well. The only catch is a large deposit.
Reviewed: May 6, 2019
I have rented cars multiple times, however, it has always been through Avis/Hertz/EuropCar. This has been the first time I rented Gold Car and experience was a breeze. Collected the car in 15 minutes flat from Florence Airport. Car Drop-Off process took no more than 10 Minutes - Francesco at Gold Car Drop Off was really helpful and quick. The car condition was excellent and as good as new. Just awaiting refund of the deposit/authorisation. Once that comes through, will leave a detailed review. Have been advised that the refund takes about 2 weeks time.
Reviewed: April 25, 2019
The problems for drop & pick-up were due to work in progress of all the area of rental car society.
Reviewed: October 4, 2019
Counter staff on pick up was incompetent, slow and always on hi s phone. Didn’t seem to know his job and just wanted to sell extra stuff taking up more time. Didn’t care about long line.very dissatisfied with the experience.
Reviewed: August 27, 2019
Not many people, the process was handled at a normal speed.
Reviewed: July 25, 2017
Overall pretty good. Booked two cars for our trip and both got upgraded to a BMW X1 and an Audi Q2. They didn’t try to force any insurance on us. The only hassle was returning the car, as the area was filled with restricted zones and one-way streets, which the GPS failed to identify. We had to return to the hotel and get directions from the hotel staff to find the rental office. Make sure to ask for directions when picking up the car.
Reviewed: October 11, 2016
Fast processing, can return the car at a nearby parking garage for a fee of 13 euros. BMW X3
Reviewed: March 3, 2015
The car rental company did not rent the car to us, so we cannot evaluate.
Reviewed: August 17, 2019
Ordered a full size car, got a 1 litre engine vehicle and that replaced the car that was faulty. Stereo was smashed and media unit not switching on. First car done nearly 100,000 miles. Do not use firefly!
Reviewed: July 3, 2019
The 1 member of staff was very friendly, however waiting time was unacceptable due to there ONLY being 1 member of staff.
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