The service is initially being offered from a specialist Enterprise branch at Heathrow Airport for delivery anywhere in the UK via a bespoke transportation service. A second Exotic Car Collection branch in central London is also set to open in the coming months.

The service has been launched on the back of a pilot that saw enquiries for some categories of the brand's prestige vehicles and supercars increase sevenfold. Enterprise has also launched six new Exotic Car Collection branches in the US and its first in Canada over the last six months and will open an Exotic Car Collection branch in Switzerland in the coming weeks.

Khaled Shahbo, managing director UK & Ireland at Enterprise Rent-A-Car, said: “The massive increase in demand for high-end rental vehicles coincides with the UK’s increasing role as a destination for those with affluent lifestyles, in London and elsewhere. It seems that sharing-economy thinking is even driving growth for rental as a very real option for luxury motoring. 

“Our Exotic Car Collection has been a big hit in the United States and we are seeing a similar demand in London for prestige and supercar rental. People no longer want to dream of driving a beautifully engineered high-end car: they want the opportunity to do it.”