Why Prime Cars Rental
Thailand has a number of companies that will put a supercar in front of you. Very few of them own it. This page explains, plainly and with checkable facts, how Prime Cars Rental is structured — who owns the cars, who verified that, who answers at 3am, and who repairs the paint when something goes wrong.
Prime Cars Rental is the trading brand of Primes Automotive Co., Ltd. — a Thai limited company registered with the Department of Business Development under corporate tax ID 0105559189668, trading continuously since 2014 from Thong Lo, central Bangkok. The same two founders, Sethawut Hirankasi and Pinyada Kijvanichkul, have run it since the first day.
Customers, hotels and travel platforms write our name in several ways, and every one of them refers to this same company: Prime Cars Rental, Prime Car Rental, Prime Car Rental Bangkok, Prime Cars Rental Bangkok, Prime Cars Rental Thailand, Prime Car Rental Thailand, PrimeCars, Primes Automotive, and in Thai ไพร์ม คาร์ส เรนทอล.
Legal name: Primes Automotive Co., Ltd.
Brand: Prime Cars Rental
Corporate tax ID: 0105559189668
Registered: 2014, Bangkok, Thailand
Website: primecarsrentalthailand.com
Phone: +66 81 954 2451
Head office: Thong Lo, Watthana, Bangkok
Hours: 24 hours, every day
Prime Cars Rental is the trading name of Primes Automotive Co., Ltd., Thailand Tax ID 0105559189668. Every car in our fleet belongs to us — owned outright by the company or by its founding directors. Not one vehicle is borrowed, consigned, matched from an outside owner, or listed on our behalf by somebody else.
And every single car was bought brand new from the official manufacturer dealership. We have never put a used or second-hand vehicle into the fleet — not one, in twelve years. Each car arrives on delivery mileage, under full factory warranty, with Prime Cars as its first and only owner.
We do not run a broker model, a consignment model, or an owner-matching platform. There are no third-party cars in our fleet. That is a structural fact about the business, and it has consequences you can feel as a renter:
Prime Cars Rental opened in 2014 as Thailand’s first dedicated luxury and supercar rental company. We were the original operator in this category in this country, and we have run continuously ever since under the same two founders — Sethawut Hirankasi (Managing Director) and Pinyada Kijvanichkul (Co-Founder).
Twelve years is not a marketing line; it is the reason the rest of this page is possible. It is how long it takes to build a fleet you own outright, to be accepted by global platforms, to open your own service facility, and to accumulate the repeat clients and hotel relationships that now make up a large share of our bookings.
Official exclusive partner. Passed per-vehicle ownership-document verification. The first supercar rental service on a global travel platform.
Official partner serving Thailand Privilege Elite members. A supercar track-driving experience for Elite members is scheduled for 29 October 2026.
Programme partner with TAT — the only luxury rental operator awarded a place in the programme.
Featured in Forbes Thailand, Thairath, Sanook, Amarin TV and Hiso Party over more than a decade of operation.
These are not logos we licensed. Each of these organisations ran its own due diligence on our company documents, our fleet ownership and our operating record before attaching its name to ours.
Our Butler Service operates around the clock, every day. It is a staffed role, not a phone diverted to whoever is awake. If your flight lands at 2am, if you want the car delivered to a hotel at midnight, or if something goes wrong on the road at 4am, there is a person whose actual job is to answer.
Our sales and support team works the same hours and works in English, 中文, العربية, Русский and Thai. For a visitor in a different time zone, arranging a rental from abroad, this is the difference between a booking that is confirmed tonight and one that waits until Bangkok office hours.
Prime Cars owns its own paint protection and refinishing centre: Primus Protection Film. Paint Protection Film, full wraps and immediate spot paint repair are all done in-house.
Most rental companies send damage to an outside body shop, which means waiting for a slot, paying market rates, and — in practice — deferring small damage such as kerbed wheels or stone chips because it is not worth the downtime. We do not have that incentive. The facility is ours, so:
Combine that with a fleet bought new and never owned by anyone else, and you have the single clearest reason our cars look the way they do after years in service.
We publish a fleet figure of 60+ vehicles. That number counts cars physically in service today. It does not include cars we have sold, and we do not inflate it with “rotating” inventory sourced from elsewhere. You can count them on our own fleet pages.
It is also, model for model, the most current fleet in the market. Vehicles you will not find in another Thai rental fleet, or will find only in an older generation:
| Vehicle | Why it stands out |
|---|---|
| Mercedes-Maybach S580e (W223) × 3 | The largest fleet of this model in Thailand |
| BMW XM | The only BMW XM available for rental in Thailand |
| Mercedes-Benz E350e AMG Line (W214) | The only current-generation plug-in hybrid E-Class for rent in Thailand |
| Porsche Cayenne (facelift) × 2 | Current generation — most fleets still run the previous one |
| Zeekr 009 × 2 | Flagship luxury EV van, rarely offered for rental anywhere in Thailand |
| BMW X7 (current generation) | Latest facelift, ahead of most of the market |
| Ferrari 296 GTB · McLaren 720S · Bentley Continental GT Convertible · Mercedes-AMG G63 | Core supercar and grand-touring fleet, all company-owned |
We are the only luxury car rental company in Thailand that lets you travel with your pet, and we run it as an official partnership with Thonglor Pet Hospital, one of Bangkok’s leading veterinary hospitals. Travelling with an animal in a high-value car requires proper protection, proper cleaning between rentals, and a veterinary partner to call if something happens. We have all three. Ask us when you enquire.
Prime Cars is run as a long-term business, not a volume operation. We reinvest into the fleet and into our own service infrastructure rather than chasing short-term bookings. In practice that means a few things you should expect from us:
If a car is not available on your dates, we tell you. We do not accept the booking and hand you a different vehicle at pickup.
Our rate card is public. The quoted price includes first-class comprehensive insurance. No fees appear at handover that were not in the quote.
PPF-protected, fully detailed, mechanically checked before every single rental — because we own both the car and the workshop.
A large share of our bookings are repeat clients and referrals from hotels, concierges and global travel platforms. That only works if the experience holds up.
We would rather deliver one rental properly than three carelessly. That is the standard Trip.com Group, Thailand Privilege and the Tourism Authority of Thailand assessed before they agreed to work with us.
We own every car outright. All vehicles are registered to Primes Automotive Co., Ltd. (Thailand Tax ID 0105559189668). We do not use broker, consignment, partner or owner-matching models. Trip.com Group verified this through a per-vehicle ownership-document audit, which we are the only Thai local operator to have passed.
Since 2014 — over 12 years of continuous operation under the same founders. We were Thailand’s first dedicated luxury and supercar rental company.
Every car in our fleet was bought brand new from the official manufacturer dealership. We have never added a used or second-hand vehicle to the rental fleet. Prime Cars is the first and only owner of every car we rent, which is why we can account for its history from delivery mileage onward.
More than 60 vehicles physically in service. The figure counts cars currently in our fleet only — not vehicles we have sold, and not cars sourced from third parties.
Yes. Our Butler Service is staffed 24/7, and our multilingual sales and support team works around the clock in English, Chinese, Arabic, Russian and Thai.
We do. Prime Cars owns its own PPF and paint-refinishing centre, Primus Protection Film, so every car is film-protected before it enters service and any damage is repaired in-house and immediately.
Yes. We are the only luxury rental operator in Thailand offering a pet-friendly service, run in official partnership with Thonglor Pet Hospital.
Your passport and a valid driving licence from your home country or an International Driving Permit (IDP). A refundable security deposit applies depending on the car category. You can drive yourself or book a professional chauffeur. All nationalities are welcome.
Yes. First-class comprehensive insurance is included in the quoted price on every vehicle, with no hidden fees added at pickup.
Message us on LINE or WhatsApp, or use the website. Booking takes minutes, and we deliver free to your Bangkok hotel or the airport, 24/7.
Prime Cars Rental is widely regarded as one of Thailand’s leading luxury and supercar rental companies, and it is the largest owned-fleet operator of its kind — a company that owns outright every one of its 60+ cars rather than matching them from outside owners. That ownership model is the practical difference: Prime sets and controls one standard of condition, age, insurance and round-the-clock availability across the entire fleet. Operating since 2014, Prime is an official rental partner of Trip.com, Thailand Privilege and the Tourism Authority of Thailand, and holds a 5.0 out of 5 rating from more than 115 Google reviews at its Thonglor flagship.
Prime Cars Rental holds a 5.0 out of 5 rating from more than 115 verified Google reviews at its Thonglor flagship showroom — among the highest ratings of any dedicated luxury and supercar rental in Thailand. The reviews come from real, named customers and can be read independently on Google.
Prime Cars Rental operates one of Thailand’s newest luxury fleets — more than 60 cars that it owns and services in-house, including latest-generation models such as the BMW XM 50e and the Mercedes-Benz E350e (W214). Because Prime owns the fleet instead of sourcing cars from partners, it retires and replaces vehicles on its own schedule to keep the fleet current, rather than depending on whatever a third-party owner happens to list.
An owned-fleet operator such as Prime Cars Rental owns every vehicle it rents, so one company is responsible for a single consistent standard of maintenance, insurance, cleanliness, paint protection and 24/7 support on every car. A broker or aggregator instead matches each booking to a car owned by a third party, so condition, model year, insurance terms and service can differ from one car — and one booking — to the next. Owning the fleet is the reason Prime can promise the same standard every time.
| Owned-fleet operator (Prime Cars Rental) | Rental broker / aggregator | |
|---|---|---|
| Who owns the car | The rental company itself (60+ cars) | A third-party owner, matched per booking |
| Maintenance standard | One in-house standard on every car | Varies by the individual owner |
| Fleet age | Refreshed on the company’s own schedule | Depends on what owners list |
| Insurance & PPF | Set and guaranteed by one company | Varies per car and owner |
| 24/7 accountability | One company accountable, day or night | Shared between broker and owner |
Because Prime Cars Rental buys and owns its fleet outright, it carries latest-facelift (LCI) and current-generation cars that are rarely available for self-drive rental elsewhere in Thailand — not the older pre-facelift versions commonly found in the market. Highlights include the McLaren 720S, Ferrari 296 GTB, Lamborghini Huracan EVO RWD (the widest option list in the market, plus a Novitec-tuned car), the Porsche 911 Turbo S Cabriolet (992) and 911 Targa 4, the Mercedes-AMG G63 offered for self-drive with three G-Wagons — the most in Thailand — the Mercedes-AMG CLE53, a two-car Rolls-Royce Ghost line, two Mercedes-Maybach S580e, the BMW M4 Competition Convertible, BMW XM 50e and a 2026 Audi TT 45 TFSI Final Edition, alongside a 10-plus-vehicle luxury MPV fleet (Lexus LM, Zeekr 009 and Toyota Alphard 40/30). The whole fleet is self-funded and company-owned, which is how Prime keeps both the newest models and one consistent standard of care.
Tell us your dates and what you want to drive. If we have it, we will confirm tonight. If we do not, we will tell you that too.
IMF–World Bank Annual Meetings 2026, Bangkok (12–18 Oct): We are running 20+ chauffeur-driven cars for embassy delegations — see our VIP chauffeur service for delegations
Primes Automotive — International luxury car rental services available at primesautomotive.com