West Midlands Car Hire Company Afford Rent A Car Enters Administration
One of the West Midlands' most prominent car hire businesses has ceased operations and entered administration, citing unforeseen circumstances. Afford Rent A Car, based at Royal Oak Garage on City Road in Fenton, has closed its office, leaving customers with instructions for key returns.
Office Closure and Customer Instructions
The company's office remained closed throughout the week, with a notice displayed in the window informing customers of the situation. The poster stated: "Due to unforeseen circumstances Afford is currently closed. If you are returning a vehicle please return the keys through the out-of-hours drop-off shoot located at the side of the building under the canopy by the air con units."
Company History and Growth
Afford Rent A Car was established in 1981 by founders Tony Moore and Tony Dobson, who started the business after being made redundant from Bristol Street Motors. The company began with just four vehicles but expanded significantly over the decades, reaching a peak of 900 cars and maintaining approximately 650 vehicles as recently as 2014.
Administration Confirmation
According to official records published in The London Gazette, Crenoon Limited, which traded as Afford Rent a Car, confirmed the appointment of administrators on February 10. The administration report lists the same address as the company's headquarters at Royal Oak Garage in Fenton.
Business Operations and Claims
The car hire firm promoted itself as offering competitive pricing with no deposit requirements, zero insurance excess, and convenient collection and drop-off options across three locations. At various points, Afford Rent A Car operated branches in Stone, Crewe, Hartshill, and Stafford, in addition to its Fenton headquarters, though only the Fenton and Stafford depots remained operational recently.
The company's website claimed to provide "the best deal in town" with pricing described as "hard to beat." Their online presence indicated they maintained a fleet of more than 700 cars and vans that were regularly updated to ensure customer safety and satisfaction.
Recent Industry Context
This administration follows closely on the heels of another vehicle rental company facing difficulties. Prohire Limited, based at Fenton Industrial Estate, operated a substantial fleet of up to 3,400 vehicles ranging from cars to trailers and trucks. Administrators EY-Parthenon noted that Prohire had experienced liquidity challenges over several years and ultimately failed to secure necessary funding to continue trading.
