Is Priceless Car Rental Legit? What Renters Should Know
Priceless Car Rental is a real company, not a scam, but it is not risk-free either: Trustpilot rates it “Poor” at 2 out of 5 stars from more than 7,000 reviews, and the most common complaints are mandatory insurance upcharges and slow deposit refunds. I found this out the hard way on a trip to Tampa, and this article shares exactly what went wrong, what the company’s own rental policy actually says, and how to book with them without getting burned.
What Is Priceless Car Rental?
The company is a real, independently operated car rental brand founded in 1998, headquartered in Maryland as part of the NP Franchise Group (which also runs the Nextcar brand). It is not a nationwide corporate chain like Enterprise or Hertz — it is a franchise network, meaning each location is often independently owned and operated under the shared Priceless name, reservation system, and branding. Locations run across roughly ten U.S. states, including Florida airports in Orlando, Miami, Tampa, and Fort Lauderdale, plus international spots in Mexico, Argentina, Spain, and Guatemala. The pitch is low prices on a fleet of roughly 5,000 vehicles. The catch, based on both my own trip and thousands of public reviews, is that the advertised daily rate often does not include mandatory insurance the location can require at pickup.
Why Does It Matter?
A rental car deal only saves you money if the final bill matches the advertised price. Priceless routinely shows up as the cheapest option on comparison sites, but the counter total can climb fast if your own insurance does not meet its minimum coverage requirements. Knowing that ahead of time is the difference between a smooth pickup and a stressful one.
My Experience with Priceless Car Rental
I booked a Priceless car through Expedia for $150 for a week — a great price for a trip to Tampa. At the airport, I called for the shuttle and waited about 30 minutes before it showed up. The car itself was clean but had a few visible scratches. At the counter, staff added a $200 insurance charge even though I already had my own coverage, because I did not have the exact paperwork they wanted on hand. My deposit then took three weeks to come back to my card. None of that made Priceless a scam, but it made the whole trip more stressful than it needed to be.
What Went Wrong?
Three things caused most of my trouble, and they line up closely with what other renters report:
- Long wait times: the shuttle took far longer than the airport-branded marketing suggested it would.
- An insurance surprise: I had my own coverage, but without the right documents on hand, the counter treated it as if I had none.
- Poor communication: phone lines were hard to reach both during the trip and afterward, while I was trying to sort out the deposit.
These are the same three issues that show up again and again in public reviews, though plenty of renters do report an easy, uneventful pickup — usually the ones who arrived with the right insurance paperwork already in hand.
How to Rent a Car from Priceless Safely
Renting from Priceless can absolutely work out if you prepare for the parts that trip most people up. Here is what I wish I had known before my trip.
Step-by-Step Guide to Booking
- Check reviews first: look at Trustpilot and BBB for your exact pickup location, since experiences vary a lot by city.
- Book directly when possible: booking on Priceless’s own site instead of a third party like Expedia makes it easier to confirm exact insurance and fee terms before you travel.
- Read the location-specific policy: fees for tolls, insurance, and cleaning can differ by branch. Ask before you book.
- Bring the right insurance proof: to skip the mandatory coverage fee, most locations require a declarations page showing collision and comprehensive coverage, plus liability limits of $300,000 or more (some locations ask for $500,000). A generic insurance card is usually not enough on its own.
- Inspect the car before you drive off: photograph every scratch, dent, and the fuel gauge so you have proof if a dispute comes up later.
- Confirm the deposit refund timeline: ask in writing when your deposit will return, since it can take two to four weeks.
Table: Booking Checklist for Priceless
| Step | Why It Helps |
|---|---|
| Check reviews for your exact location | Avoid the worst-rated branches |
| Book directly with Priceless | Fewer surprise fees |
| Bring a declarations page ($300k+ liability) | Skip the mandatory insurance charge |
| Photograph the car before driving off | Prevent damage disputes |
Benefits of Using Priceless Car Rental
Priceless can still be a good choice for some travelers, and it is worth being fair about what it does well:
- Low base prices: rates are often noticeably cheaper than Hertz, Avis, or Enterprise for the same dates.
- Wide footprint: dozens of U.S. locations plus several international ones give it real reach for a franchise brand.
- Fleet variety: economy cars through full-size vans are typically available at most branches.
The low advertised price is genuinely the main draw — but it only holds up if you avoid the fees below.
Drawbacks to Watch Out For
These are the issues that show up most often in customer complaints, including my own:
- Mandatory insurance fees: some locations charge roughly $20–$25 a day if your own policy does not meet their minimum liability requirement, even if you already carry car insurance.
- Off-airport pickup, near-airport marketing: several locations are advertised as airport-adjacent but actually require a shuttle ride to a separate lot, which is where long wait complaints usually come from.
- Car condition and customer service: reviewers report cars with cosmetic wear and staff who are slow to respond by phone, especially after the rental ends.
Table: Priceless vs. Big Brands
| Feature | Priceless | Big Brands (e.g., Hertz, Enterprise) |
|---|---|---|
| Price | Very cheap | More expensive |
| Car Condition | Mixed quality | Usually more consistent |
| Locations | Often off-airport, shuttle required | Usually inside the airport |
| Insurance requirements | Strict minimums to waive their coverage | Generally more flexible |
Is Priceless Car Rental the Same as Priceline?
No — despite the similar name, these are two completely different companies. Priceline is a large online travel agency that lets you book flights, hotels, and rental cars from many different rental brands through one search page. Priceless Car Rental is one specific, independent rental brand with its own fleet and counters. You can absolutely book a Priceless car through Priceline, but Priceline itself does not own or operate Priceless. If you were actually asking about the travel-booking site, see our separate review of renting through Priceline instead.
Alternatives to Priceless Car Rental
If the fee risk worries you, a few alternatives are worth comparing. Bigger brands like Enterprise or Avis cost more but are more predictable on fees and car condition. Mid-tier brands like Thrifty often land in between on price. I used Avis right after my Priceless trip, paid about $50 more for the week, and had zero issues at pickup or on the deposit. For a very different model, Turo lets you rent directly from private car owners, which can be cheaper but shifts more responsibility onto you as the renter. Whichever route you choose, read location-specific reviews before booking — a company’s national reputation and a single branch’s actual service can differ a lot.
My Top Tips for Renting Cars
A few habits from years of renting cars have saved me the most money and hassle:
- Compare prices across sites: Kayak and Google Flights both surface rental deals alongside flights.
- Call ahead about fees: a two-minute phone call before booking can surface insurance and deposit requirements the website leaves out.
- Check your credit card’s rental coverage: many cards include secondary or primary collision coverage, which can remove the need for the counter’s own insurance entirely.
Common Mistakes to Avoid
- Not reading the location-specific terms: hidden fees are almost always disclosed somewhere, just not on the headline price.
- Skipping the pre-drive inspection: always photograph the car before you leave the lot.
- Ignoring location-specific reviews: a company’s overall rating can hide a much better, or much worse, experience at your specific branch.
Is Priceless Car Rental Trustworthy?
Priceless is a real, operating company that has been in business since 1998 — it is not a scam or a fake storefront. That said, its public reputation is genuinely weak. Trustpilot rates the company “Poor” at 2 out of 5 stars across more than 7,000 reviews, and PissedConsumer shows an even lower 1.1 out of 5 from its smaller review base. The Better Business Bureau does not accredit Priceless and has not issued it a letter-grade rating. The recurring theme across all three platforms is the same one I ran into: mandatory insurance upcharges, slow deposit refunds, and inconsistent customer service by location. My own experience was mixed in the same way — a genuinely cheap rate, undercut by extra stress at the counter. Always check reviews for your specific branch, not just the company as a whole, before you book.
Table: Priceless Car Rental Trust Signals
| Factor | Details |
|---|---|
| Years in Business | Since 1998 |
| BBB Rating | Not accredited, no letter grade |
| Trustpilot Score | Poor, 2 out of 5 (7,000+ reviews) |
| PissedConsumer Score | 1.1 out of 5 |
| Locations | Roughly 10 U.S. states plus several international |
How to Save Money with Priceless
A few simple habits keep the total closer to the advertised rate:
- Book early: rates climb noticeably in the final one to two weeks before pickup.
- Skip extras you already have: toll passes and GPS add-ons are rarely worth it if your phone or your own transponder already covers them.
- Use your own qualifying insurance: with the right declarations page in hand, you can skip the mandatory coverage fee entirely, which is often the single largest add-on charge.
Conclusion
Priceless Car Rental is legitimate — it is a real, 25-plus-year-old company, not a scam — but “legit” and “hassle-free” are not the same thing here. Its low prices are real, and so are the mandatory insurance upcharges and slow deposit refunds that show up across thousands of reviews. Bring a proper insurance declarations page, photograph the car before you drive off, and confirm the deposit timeline in writing, and most of the common complaints simply do not apply to you. If you would rather skip the extra homework, a bigger corporate brand or a peer-to-peer option like Turo may be worth the extra cost.
Frequently Asked Questions
Is Priceless Car Rental a Scam?
No. It is a real, operating company founded in 1998, not a scam. Its low Trustpilot and PissedConsumer scores come from real, recurring complaints about mandatory insurance fees and slow deposit refunds, not from evidence that the company is fraudulent. Confirm opening hours, insurance requirements, and refund policy for your specific location before you book to avoid the most common surprises.
What Are Priceless Car Rental’s Fees?
The most common added charge is mandatory insurance, roughly $20–$25 a day, applied when your personal auto policy does not meet the location’s minimum liability requirement, often $300,000 or more. My own rental had a $200 insurance charge I did not expect. Ask about tolls, cleaning fees, and insurance minimums before you book, and bring your declarations page to avoid the charge if your coverage already qualifies.
How Does Priceless Compare to Other Companies?
Priceless is usually cheaper upfront than Enterprise, Hertz, or Avis, but it carries more complaints about fees and inconsistent car condition. I paid $150 for a week with Priceless versus about $200 with Avis for a smoother, no-surprise pickup. Compare total out-the-door prices, not just the headline daily rate, before deciding.
Can I Trust Priceless Car Rental Reviews?
Yes, with context. Reviews on Trustpilot, PissedConsumer, and BBB show a consistent pattern — low prices praised, but insurance fees and refund delays criticized repeatedly. My own experience matched that pattern closely. Filter reviews by your specific pickup location where possible, since service quality varies noticeably by branch.
What If Priceless Charges Me Extra?
Contact the specific location first, in writing if possible, and ask them to itemize the charge. I resolved a disputed $200 fee by emailing the branch directly and keeping copies of every message. If the location will not adjust an incorrect charge, dispute it with your credit card company and include your rental agreement, receipts, and any email correspondence as evidence.
How Long Does Priceless Take to Refund Deposits?
Most locations state a window of roughly two to four weeks; mine took three weeks to post back to my card. Ask about the exact refund timeline before you rent, and if it runs past the stated window, follow up with the location directly and, separately, with your bank.
Is It Safe to Book with Priceless Online?
Yes — the official Priceless site uses standard secure checkout, and I booked online without any payment security issues. The confusion I ran into came from booking through a third party (Expedia), where the fine print on insurance requirements was easy to miss. Booking directly with Priceless, or at least confirming your reservation by phone afterward, reduces that risk.
Is Priceless Car Rental the Same Company as Priceline?
No. Priceline is a travel-booking website that lists many different rental brands, while Priceless Car Rental is one independent rental company with its own cars and counters. You can book a Priceless car through Priceline, but the two are not affiliated or commonly owned.
