[GMO Customer Satisfaction Ranking] Nico Nico Rent-a-Car Takes 1st Place Overall in Car Rental Category [GMO Research & AI]
GMO Research & AI Inc. published the results of the 'Car Rental' category in its 'GMO Customer Satisfaction Ranking' on Wednesday, June 10, 2026. Nico Nico Rent-a-Car ranked 1st overall (score 77.09), followed by Toyota Rent a Car (70.26) in 2nd, and Times Car Rental (62.84) in 3rd. The survey was conducted from March 2 to March 11, 2026, with 8,009 valid responses.
📋 Article Processing Timeline
- 📰 Published: June 10, 2026 at 20:00
- 🔍 Collected: June 10, 2026 at 11:21
- 🤖 AI Analyzed: June 11, 2026 at 08:29 (21h 8m after Collected)
GMO Research & AI Inc. (President and CEO: Gota Ogita), a member of the GMO Internet Group, published the ranking results for the 'Car Rental' (Note 1) category of its 'GMO Customer Satisfaction Ranking' on Wednesday, June 10, 2026. In the overall ranking, which aims to clarify which services truly satisfy their users, Nico Nico Rent-a-Car claimed the top spot.
Nico Nico Rent-a-Car secured 1st place in three subcategory rankings: 'Cost Performance' (82.95 points), 'Ease of Reservation' (76.44 points), and 'Smoothness of Procedures' (77.50 points). Its high scores in areas directly linked to price and convenience, particularly 'Cost Performance' which users value most, led to its top overall ranking.
The 'GMO Customer Satisfaction Ranking' conducts surveys based on rigorous methodologies, targeting only individuals who have actually used the specific services or products. It is published as a highly reliable ranking that visualizes corporate brand value, aiming to provide trustworthy, objective evaluation indicators in an age of information overload.
(Note 1) Companies operating car rental businesses for individuals in Japan, provided they meet all of the following conditions:
(1) Short-term rentals are possible in units such as 6 hours or 1 day.
(2) Rentals of commonly used classes such as compact cars and minicars are available.
[Survey Overview]
・Survey Entity: GMO Research & AI Inc.
・Survey Method: Online survey
・Number of Respondents: 8,009
・Ranking Inclusion Criteria: Minimum of 100 respondents per ranked company
・Survey Period: March 2, 2026 – March 11, 2026
・Survey Targets:
- Gender: Not specified
- Age: 20 to 74 years old
- Region: Nationwide (Japan)
- Condition: Individuals who have used a domestic car rental service for private purposes within the past year (business purposes excluded)
・Number of Companies/Services Surveyed: 32 (Note 2)
・Definition: Companies operating car rental businesses for individuals in Japan, meeting conditions (1) and (2) above.
(Note 2) Survey target companies were selected based on the company's own desk research, focusing on companies and services believed to have a large number of users. Additionally, some companies and services mentioned in free-text responses from survey participants were also included.
[Ranking Results] 2026 'Car Rental' Category
https://r-portal.gmo-research.ai/ranking/details/car-rent_2026/
■ Overall Ranking (Top 3)
In the 'Car Rental' category overall ranking, Nico Nico Rent-a-Car took 1st place with a total score of 77.09 points, leading the 2nd place by 6.83 points. Nico Nico Rent-a-Car also achieved 1st place in the subcategory rankings for 'Cost Performance' (82.95 points), 'Ease of Reservation' (76.44 points), and 'Smoothness of Procedures' (77.50 points). User comments praised its pricing, such as 'Rates are considerably cheaper than other rental car companies' and 'Overwhelmingly high cost performance,' as well as its convenience in reservation and procedures, with comments like 'Easy to make reservations via the app,' 'The process from reservation to picking up the car at the store was very smooth,' and 'Some stores are attached to gas stations, making it easy to return the car with a full tank.'
・'The overwhelmingly high cost performance is the biggest selling point. Some stores are attached to gas stations, making full-tank returns easy.' (Male, 60s)
・'Reservations can be made easily via the app. If you enter your personal information in the app, you can leave immediately without any procedures at the store.' (Male, 60s)
・'The rates are considerably cheaper than other rental car companies. The vehicles were also clean and well-maintained, and the store staff were helpful.' (Female, 50s)
*Some comments have been edited for readability.
Toyota Rent a Car, which ranked 2nd, achieved 1st place in 6 out of 9 subcategories ('Store Location,' 'Store Cleanliness/Atmosphere,' 'Insurance/Coverage,' 'Staff Response,' 'Vehicle Variety,' 'Vehicle Cleanliness') and scored 70.26 points overall. User comments praised its extensive network, vehicle lineup, well-maintained vehicles, and coverage, such as 'Many stores nationwide, easy to use from airports and major stations,' 'Wide variety of vehicles and well-maintained,' and 'Insurance and coverage are substantial, providing peace of mind.' Although it won 1st place in more subcategories (6) than Nico Nico Rent-a-Car (3), the overall score is determined by a calculation model that incorporates consumer importance weights. Nico Nico Rent-a-Car's high score of 82.95 in 'Cost Performance,' which this survey identified as the most important factor for consumers choosing a rental car, resulted in Toyota Rent a Car taking 2nd place overall.
Times Car Rental, ranking 3rd, did not achieve any 1st place in subcategories but recorded stable scores in the 55-64 point range across all 9 subcategories, resulting in an overall score of 62.84 points. User comments praised its store network, membership discounts, online reservation convenience, and well-maintained vehicles, such as 'Strong nationwide network of stations, airports, and stores,' 'Great value with free membership offering up to 20% off basic rates,' 'Online reservations possible up to 30 minutes before departure,' and 'Vehicles are thoroughly cleaned.'
*This ranking statistically weights each user's priority items and overall satisfaction, evaluating overall strength as a relative score (standardized).
■ Subcategory Ranking (Top 3)
In the subcategory rankings, Toyota Rent a Car secured 1st place in 6 items ('Store Location,' 'Store Cleanliness/Atmosphere,' 'Insurance/Coverage,' 'Staff Response,' 'Vehicle Variety,' 'Vehicle Cleanliness'), while Nico Nico Rent-a-Car took 1st place in 3 items ('Ease of Reservation,' 'Cost Performance,' 'Smoothness of Procedures'). This creates a landscape where Toyota Rent a Car garners user support for service quality, while Nico Nico Rent-a-Car is favored for price and convenience.
For detailed ranking results and rankings in other categories, please visit the GMO Customer Satisfaction Ranking website (URL: https://r-portal.gmo-research.ai/ranking/).
[Usage Data] Key Factors in Choosing a 'Car Rental' Service
When choosing a rental car, users place particular importance on 'Cost Performance' (overall 7.75 points) and 'Store Location' (overall 7.73 points), indicating that price, location, and ease of access/reservation are the core selection criteria.
By age group, the younger generation (29 years old or younger) gave the highest ratings for 7 out of 9 items, showing a tendency for younger users to value various service elements more highly. Notably, for 'Store Cleanliness/Atmosphere,' the 29-and-under group scored 7.26 points (60
Nico Nico Rent-a-Car secured 1st place in three subcategory rankings: 'Cost Performance' (82.95 points), 'Ease of Reservation' (76.44 points), and 'Smoothness of Procedures' (77.50 points). Its high scores in areas directly linked to price and convenience, particularly 'Cost Performance' which users value most, led to its top overall ranking.
The 'GMO Customer Satisfaction Ranking' conducts surveys based on rigorous methodologies, targeting only individuals who have actually used the specific services or products. It is published as a highly reliable ranking that visualizes corporate brand value, aiming to provide trustworthy, objective evaluation indicators in an age of information overload.
(Note 1) Companies operating car rental businesses for individuals in Japan, provided they meet all of the following conditions:
(1) Short-term rentals are possible in units such as 6 hours or 1 day.
(2) Rentals of commonly used classes such as compact cars and minicars are available.
[Survey Overview]
・Survey Entity: GMO Research & AI Inc.
・Survey Method: Online survey
・Number of Respondents: 8,009
・Ranking Inclusion Criteria: Minimum of 100 respondents per ranked company
・Survey Period: March 2, 2026 – March 11, 2026
・Survey Targets:
- Gender: Not specified
- Age: 20 to 74 years old
- Region: Nationwide (Japan)
- Condition: Individuals who have used a domestic car rental service for private purposes within the past year (business purposes excluded)
・Number of Companies/Services Surveyed: 32 (Note 2)
・Definition: Companies operating car rental businesses for individuals in Japan, meeting conditions (1) and (2) above.
(Note 2) Survey target companies were selected based on the company's own desk research, focusing on companies and services believed to have a large number of users. Additionally, some companies and services mentioned in free-text responses from survey participants were also included.
[Ranking Results] 2026 'Car Rental' Category
https://r-portal.gmo-research.ai/ranking/details/car-rent_2026/
■ Overall Ranking (Top 3)
In the 'Car Rental' category overall ranking, Nico Nico Rent-a-Car took 1st place with a total score of 77.09 points, leading the 2nd place by 6.83 points. Nico Nico Rent-a-Car also achieved 1st place in the subcategory rankings for 'Cost Performance' (82.95 points), 'Ease of Reservation' (76.44 points), and 'Smoothness of Procedures' (77.50 points). User comments praised its pricing, such as 'Rates are considerably cheaper than other rental car companies' and 'Overwhelmingly high cost performance,' as well as its convenience in reservation and procedures, with comments like 'Easy to make reservations via the app,' 'The process from reservation to picking up the car at the store was very smooth,' and 'Some stores are attached to gas stations, making it easy to return the car with a full tank.'
・'The overwhelmingly high cost performance is the biggest selling point. Some stores are attached to gas stations, making full-tank returns easy.' (Male, 60s)
・'Reservations can be made easily via the app. If you enter your personal information in the app, you can leave immediately without any procedures at the store.' (Male, 60s)
・'The rates are considerably cheaper than other rental car companies. The vehicles were also clean and well-maintained, and the store staff were helpful.' (Female, 50s)
*Some comments have been edited for readability.
Toyota Rent a Car, which ranked 2nd, achieved 1st place in 6 out of 9 subcategories ('Store Location,' 'Store Cleanliness/Atmosphere,' 'Insurance/Coverage,' 'Staff Response,' 'Vehicle Variety,' 'Vehicle Cleanliness') and scored 70.26 points overall. User comments praised its extensive network, vehicle lineup, well-maintained vehicles, and coverage, such as 'Many stores nationwide, easy to use from airports and major stations,' 'Wide variety of vehicles and well-maintained,' and 'Insurance and coverage are substantial, providing peace of mind.' Although it won 1st place in more subcategories (6) than Nico Nico Rent-a-Car (3), the overall score is determined by a calculation model that incorporates consumer importance weights. Nico Nico Rent-a-Car's high score of 82.95 in 'Cost Performance,' which this survey identified as the most important factor for consumers choosing a rental car, resulted in Toyota Rent a Car taking 2nd place overall.
Times Car Rental, ranking 3rd, did not achieve any 1st place in subcategories but recorded stable scores in the 55-64 point range across all 9 subcategories, resulting in an overall score of 62.84 points. User comments praised its store network, membership discounts, online reservation convenience, and well-maintained vehicles, such as 'Strong nationwide network of stations, airports, and stores,' 'Great value with free membership offering up to 20% off basic rates,' 'Online reservations possible up to 30 minutes before departure,' and 'Vehicles are thoroughly cleaned.'
*This ranking statistically weights each user's priority items and overall satisfaction, evaluating overall strength as a relative score (standardized).
■ Subcategory Ranking (Top 3)
In the subcategory rankings, Toyota Rent a Car secured 1st place in 6 items ('Store Location,' 'Store Cleanliness/Atmosphere,' 'Insurance/Coverage,' 'Staff Response,' 'Vehicle Variety,' 'Vehicle Cleanliness'), while Nico Nico Rent-a-Car took 1st place in 3 items ('Ease of Reservation,' 'Cost Performance,' 'Smoothness of Procedures'). This creates a landscape where Toyota Rent a Car garners user support for service quality, while Nico Nico Rent-a-Car is favored for price and convenience.
For detailed ranking results and rankings in other categories, please visit the GMO Customer Satisfaction Ranking website (URL: https://r-portal.gmo-research.ai/ranking/).
[Usage Data] Key Factors in Choosing a 'Car Rental' Service
When choosing a rental car, users place particular importance on 'Cost Performance' (overall 7.75 points) and 'Store Location' (overall 7.73 points), indicating that price, location, and ease of access/reservation are the core selection criteria.
By age group, the younger generation (29 years old or younger) gave the highest ratings for 7 out of 9 items, showing a tendency for younger users to value various service elements more highly. Notably, for 'Store Cleanliness/Atmosphere,' the 29-and-under group scored 7.26 points (60
FAQ
Who conducted this survey?
GMO Research & AI Inc.
What was the survey method?
Online survey.
Which company ranked 1st overall?
Nico Nico Rent-a-Car.