Dubbed WeDeliver, the new service includes free delivery within 15 miles of an address and offers a speedy one-hour delivery window, even in London. Delivery to hotels in central London is also offered under the service. 

Europcar is particularly targeting drivers in cities with the new product, citing its recent research showing the cost of running a car in a city.

According to new research by the firm, car ownership city dwellers costs them £3.50 for every mile they cover – excluding fuel. Yet on average a city car owner only spends 4 hours, 40 minutes at the wheel each week – meaning that their car remains parked for 97% of the time.

Catriona Lougher, marketing director at Europcar, commented: 'This research shows how busy lifestyles and the nature of urban living and travel has filled out cities with dormant urban motors.

'Europcar has developed the free WeDeliver service as a solution to this trend, meaning would-be motorists can have a vehicle dropped off at their door at a time that suits them and picked up again when they’re finished with it – for free. That’s perfect for Brits in cities who feel they don’t use their car often enough, but want the freedom of a car when they want do to travel.'