Short answer: a well-run 3-car fleet in a tourist parish can clear J$200,000–J$280,000 a month. But the spread between well-run and struggling is enormous, and it mostly comes down to two numbers: occupancy and direct bookings. Here are the honest 2026 figures.
Daily rates in 2026
Economy sedans (Fit, Axio, Demio) rent for US$45–US$65 a day; SUVs and vans US$70–US$120; premium and 7-seaters higher in peak season. Montego Bay, Negril and Ocho Rios command the top of each range, while Kingston runs steadier year-round on business rentals.
Occupancy is the whole game: 15 rented days per car per month is a healthy baseline, 20+ is excellent, and below 10 the car is eating you.
A 3-car fleet, honestly
Three economy cars averaging 15 days at US$55 gross about US$2,475 a month — roughly J$390,000. Subtract commercial insurance (J$25,000–J$45,000 per car annually), maintenance and tyres, cleaning, GPS tracking, and platform commissions if you depend on them — and a typical net lands around J$200,000–J$280,000 monthly. Scale to ten cars with systems and staff, and seven figures a month is realistic.
The commission leak
Operators who list only on international platforms hand over 15–25 percent of every booking. On J$4M of annual bookings, that is up to a million dollars gone. The fix is direct bookings: your own site taking reservations and deposits around the clock. That is exactly what we build — see ezycarrentals.com, our booking platform for Jamaican fleets, from $899 USD.
Licensing, insurance and fleet requirements are covered in our car rental requirements guide.
Verdict
Profitable? Yes — if you buy reliable Japanese used cars, keep occupancy above 15 days, and own your bookings instead of renting them from platforms at 20 percent. New to the business? Start with our full startup guide.