Parsippany-headquartered Avis Budget Group has unveiled a new premium, concierge-level car rental experience: Avis First.

“When Warren Avis introduced rental cars at airports back in 1946, he redefined travel,” said Brian Choi, CEO of Avis Budget Group. “With Avis First, we’re taking that spirit of innovation even further.”

The company says Avis First does not replace the traditional rental model – it reimagines it entirely.

Key Avis First features include:

• Curbside concierge service, with customer cars waiting curbside by the time they reach the airport exit
• Premium luxury vehicle fleet featuring brands such as Cadillac, Genesis and Mercedes-Benz
• A dedicated agent for customers
• Once the trip is complete, Avis First vehicles can simply be dropped off at departures
• Avis First fills up the tank for customers at market price – eliminating the need to stop at the gas station

Avis First is now live at airports in Denver, Honolulu, Palm Beach, Fort Lauderdale. It also operates in local markets including Hoboken, Jersey City, Manhattan, Chicago, San Francisco, Miami, Orlando, Seattle and Washington, D.C.

Avis leaders stress that the product is aimed at providing more comfort, more control and more time for people. The company adds the best part is that Avis First is priced for everyone, not just the select few.

“Avis First introduces a new level of ease and efficiency, delivering curbside service and premium vehicles exactly when and where travelers need them,” said Andres Barry, executive vice president and chief commercial officer, Americas, Avis Budget Group. “It’s designed for those who expect more, with concierge-level service, elevated comfort, and complete control over the journey.”

Barry said Avis First is not just about getting from point A to B faster.

“It’s about offering something distinct for those who value the luxury of time and service just as much as the drive itself,” said Barry.

“We’re here to set a benchmark that exceeds the expectations of today’s most demanding travelers,” said Choi. “Avis First reflects where we’re headed as a company: innovating with purpose, delivering value where it matters most and doubling down on our legacy of trying harder for the customers we serve.”

More information on Avis First is available here.