7 min
Our insider’s view — after thousands of deals and hundreds of conversations under the hood
Over the years of working in the car rental business in Georgia, we have seen a lot. We have all kinds of customers — tourists, locals, businesspeople, newlyweds who need a stylish ride to their mountain wedding. And everyone has their own idea of the perfect car. But honestly? When it comes to choosing a car, Georgians are people with character. And that character is very clear if you know what you’re looking for.
Today, we want to share what we see with our own eyes every day. Not statistics from ministries, not marketing reports — the real-life experience of a company that works with cars and people.
An SUV is not a whim, it is a necessity
Let’s start with the basics. Georgia is a country where the asphalt ends exactly where the most interesting part begins. Kazbegi, Tusheti, Svaneti, Racha — if you want to see the real Georgia, you need a proper four-wheel drive. And Georgians understand this on a genetic level.
The Toyota Land Cruiser is almost a cultural phenomenon here. Seriously. We’ve noticed that when a local customer rents a car for a long trip — say, from Tbilisi to Mestia or to the high mountain pastures — the first question is almost always the same: “Do you have a 200?” They mean the Land Cruiser 200. This is a car with a reputation, and here it is known and respected. Reliability, off-road capability, ease of maintenance — in conditions where the nearest service station may be 80 kilometers away along a mountain serpentine road, these are not trivial matters.
The Mitsubishi Pajero also enjoys enduring popularity, especially among older drivers. It is a proven, straightforward vehicle, a “workhorse” in the best sense of the word. We have heard many times from customers: “I grew up with one of these, I know every bolt.” That is worth a lot.
Among the more modern options, the Toyota RAV4 and Mitsubishi Outlander are rapidly gaining popularity. They are the choice of city dwellers who want to be able to get off the asphalt. They are comfortable, have normal ground clearance, and fuel consumption is not excessive. Everything is fair.
Tbilisi is a different story
The logic changes in the city. Tbilisi is traffic jams, narrow streets in the Old Town, parking spaces where you literally have to “fit in,” and endless hills. The priorities are different here.
The Toyota Prius has become something of a symbol of the profession for Tbilisi taxi drivers, but ordinary drivers have also grown fond of it. Fuel savings in city driving are real, and people count their money. At the same time, the car is reliable, spare parts are available, and there are plenty of service centers. It’s the ideal formula for everyday use.
The Hyundai Tucson and Kia Sportage are very popular cars in Tbilisi and Batumi. The Korean auto industry has made a very confident entry here: the combination of price, quality, and service availability does the trick. We see this: when people want something “decent, but without unnecessary frills,” they often choose Korean cars.
I would like to mention the Chevrolet Captiva separately — a car that has found a second life in Georgia. It is valued here for its size, simplicity, and affordability. Families with children, trips to the sea, loading up luggage — the Captiva handles it all without question. It’s not the most modern design, but it’s practical to a fault.
Germans? Yes, but with nuances
BMW, Mercedes, Audi — they are loved in Georgia. Especially BMW. This is not a stereotype — it is what we see in the flow of cars every day. Here, a BMW is perceived as a marker of success, and this works for both young people and established businessmen.
But there is a nuance that everyone who really knows the market understands: maintaining a German car in Georgia costs a lot of money. Spare parts are more expensive, there are fewer specialists, and non-original parts sometimes come as a surprise. That’s why smart people buy German cars for the city and short trips — and they buy well-maintained ones.
From our experience, customers who rent Mercedes E-Class or BMW 5 Series cars are usually business people who have come for negotiations or those who want to make an impression. And that’s perfectly normal. A car is also a form of communication.
Lada? Don’t laugh.
It may sound surprising, but in the regions — especially in mountain villages — old Nivas are still everywhere. And not because people can’t afford anything better. It’s because in conditions of real off-roading, the lack of normal roads, and the need to repair the car yourself with whatever means are at hand, the Niva works. You don’t feel sorry for it. You understand it. It has no electronics that can be damaged by dust or water.
We treat it with respect. Choosing the right tool for the job is what real motoring is all about.
What’s Happening Right Now
The Georgian market is changing fast. Over the past few years, we’ve noticed some clear trends:
The rise of electric vehicles. Especially in Tbilisi. Teslas are no longer a rare sight — people are importing them, driving them, talking about them. Charging infrastructure is growing, though unevenly. Young, tech-savvy, urban — that’s your typical EV owner in Georgia today.
Japanese used cars from direct imports. A massive slice of the market. Cars come in from Japan — both right-hand and left-hand drive — with honest mileage and solid condition. Toyota Aqua, Honda Fit, Nissan Note — you see them everywhere in city traffic. Georgians know how to pick a car with a good history.
The SUV obsession isn’t going anywhere. Crossovers and off-roaders keep growing their share of the market. And it’s not just about the roads — it’s about status, comfort, and the ability to say “I can afford this.” The market responds: more models, more options, and Chinese manufacturers are moving in more aggressively.
Chinese Cars — A Story of Their Own
Chery, Haval, Geely, BYD — none of these are exotic anymore. We’ve watched attitudes shift in real time. Three or four years ago, most clients raised an eyebrow at Chinese brands. Now? Not so much. The specs are solid, the looks are respectable, and the price is hard to argue with.
The one question we always hear is: “But what about servicing?” And it’s the right question. The service infrastructure for Chinese brands in Georgia is still being built out, but the direction is good. Give it a couple of years and this will be a fully established, widely accepted segment of the market.
What Do All These Preferences Have in Common?
If you had to distill it down to a formula — the Georgian driver respects:
Reliability. The car needs to work. No breaking down in the mountains, no letting you down on a long drive.
Practicality. Big families, lots of luggage, varied terrain — all of that gets factored in.
Appearance. Georgia is a country with a strong culture of hospitality and personal presentation. Looking the part matters.
Serviceability. No surprise here — people tend to stick with brands their local mechanic actually knows.
And honestly? That’s a pretty smart approach. Not chasing trends for the sake of it, not showing off for its own sake — real criteria for real life.
Our Take
After years of working with clients every day, we’re convinced: the cars people choose in Georgia reflect the way people actually live here. Richly, fully — somewhere between the mountains and the sea, between city and countryside, between tradition and the modern world.
That’s exactly why our fleet covers all of it — dependable 4x4s for mountain routes, comfortable sedans for business trips, and practical city cars for everyday use. We understand what different people need, because we’ve met those people, heard their stories, and helped them find the right car for the right moment.
If you’re planning a trip through Georgia and want more than just a car — you want the right vehicle for your route and your goals — we’d love to help.
