In my experience, exploring Georgia always feels a bit like flipping through the pages of a storybook—one moment you’re driving past snow-capped peaks, the next you’re winding through vineyards or coasting along by the Black Sea. Add in some cobbled streets, colorful balconies, and warm village welcomes, and it’s easy to see why so many visitors fall in love with the place. These days, more and more travelers like me are skipping the crowded bus tours and choosing to rent a car instead, giving themselves the freedom to discover the country on their own terms, and at their own pace. And that’s where WeRent comes in—when they hand over the keys to your rental, they give you the power to create your very own Georgian adventure, in a car that you can trust, and with 24/7 support to back you up if you need it.
Founded in 2019 by three friends with one vision—Nikoloz Vashadze (CEO), Kristina Pawlak (CMO), and Luka Davitadze (Service and Maintenance Director)—WeRent’s goal was to put an end to the difficulties of car rental in Tbilisi and beyond by providing an easy, safe, and dependable experience from start to finish. Coming from the team’s previous negative experiences with hidden fees, bad service, and unreliable vehicles, WeRent was created to offer a large and diverse vehicle fleet, full insurance for all its cars, and 24/7 support, guaranteeing that WeRent renters can get quickly on the road, and drive off with confidence and peace of mind.
From Frustration to Innovation: The Birth of WeRent
Nikoloz Vashadze remembers that the inspiration that led to WeRent was a very personal one. Having traveled through the region himself, he knew firsthand the pains of car rental services: complicated terms, unexpected charges, and vehicles that were not fit for the rougher of the Georgian roads. He began to envision a rental company built on transparency, trust, and customer care.
Partnering with Kristina Pawlak, whose marketing background helped put a focus on customer experience, and Luka Davitadze, a mechanic who knows Georgia’s varied terrain inside and out, Nikoloz launched WeRent. The idea was simple: blend technical know-how and vehicles they can trust with a customer-first mindset that puts flexibility, simplicity, and safety as “Number 1.”
Kristina mentions that the founding of WeRent was driven by something she kept seeing again and again: “Georgia is incredibly beautiful, but many people miss out on seeing it because transportation options are confusing or unreliable. Renting a car should open roads to discovery, not limit them,” she says.
For Luka, earning and keeping customers’ trust is everything. “Georgia’s roads can change quickly: one minute smooth highways, the next unpaved mountain trails. That means our cars and support team have to be ready for anything. When we hand the keys over to our customers, it’s about more than just a car—it’s a responsibility, and one we don’t take lightly.”
Tailoring Vehicles to the Terrain: Preparing for Georgia’s Challenges
In my opinion, among WeRent’s best features is their vehicle-matching service, seeing them making sure their customers have just the right car for the journey they’re planning. Georgia’s landscape varies a lot, and if you’re heading to remote mountain destinations like Tusheti or Svaneti, a regular sedan won’t cut it—you’ll need a stronger vehicle that can handle those challenging roads.
Luka explains, “We offer specially tested 4×4 vehicles designed for difficult off-road conditions. These are not just SUVs—they’re machines we personally test on the toughest routes, so we can be sure our customers have a reliable and safe vehicle no matter where they go.”
The company doesn’t just hand over the keys and wish you luck: clear advice on what to expect, how to drive safely on narrow mountain roads, and when it’s best to put off a trip due to weather is part of their service. It is an approach that comes from a genuine concern for customer safety and enjoyment—and it was much appreciated by yours truly ahead of an overly ambitious trip through a mountain pass last fall!
Nikoloz adds, “Driving in Georgia’s mountains can be intimidating if you’ve never done it before. We want our customers to feel confident, not worried. That means honest communication about the conditions, and clear guidance on how to handle them.”
Transparency and Trust: Breaking Industry Norms
In a business where renters often come across surprise fees, confusing terms, and unnecessary deposits, WeRent stands out for its impressive promises: their rental terms include full insurance coverage with zero deductible, no deposits required, and 24/7 customer support.
Nikoloz says he sees these policies as a reflection of the WeRent philosophy: “It’s risky, yes, but trust is the foundation of everything we do. We trust our customers, and they return that trust. By removing barriers like deposits, we allow travelers to focus on what really matters: their experience in Georgia.”
Kristina points out that these choices were strategic, and that they responded directly to customer complaints. “Nobody wants to waste their first day in a new country arguing about fees or paperwork. We designed our process to be as straightforward and stress-free as possible.”
Luka knows that big promises only matter if the cars can back them up. That’s why every WeRent vehicle is carefully checked before and after each rental. Tyres are kept fresh and seasonal, and are supplied by saburavebi.ge, a trusted local supplier, and Luka personally inspects key parts like the suspension and brakes to make sure they’re ready for the next safe ride. And if something does go wrong on the road, the WeRent team will quickly bring you a replacement so your adventure can continue.
Growing a Fleet and a Reputation
WeRent didn’t grow overnight, but step by step, building trust along the way. From a modest beginning, the fleet now counts an incredible 200+ vehicles, from compact city cars to luxury models and over 50 4x4s. Unlike their competitors, at WeRent they don’t use any vague “or similar” vehicle listings: customers are guaranteed the exact car they book.
WeRent keeps things affordable, with rates from $40 a day in the off-season and around $75 during the busy summer months—with full insurance included. Travelers can choose to rent a car in Tbilisi, rent a car in Kutaisi or rent a car in Batumi, picking up or dropping off the vehicle in the cities themselves, or opting for airport or hotel delivery.
But what really sets WeRent apart for me isn’t just the pricing or the cars: it’s the company’s commitment to its customer-first policy, and having all the team on the same page with that philosophy. Nikoloz explains, “We hire for personality first. Skills can be taught, but empathy can’t. Our team genuinely cares about the people they serve.”
Luka mentions that quite a few of their support team are off-road fans themselves. Having tackled Georgia’s roads up close, they know exactly what it’s like, so they can offer tips and support that feel genuine and helpful, and not just read to you off the screen.
The fact they offer their service in English, Russian, and Georgian helps make every customer feel welcome—something that matters in a country as popular as Georgia.
Navigating Turbulent Times
The past few years have been far from easy for travel-related businesses. The COVID-19 pandemic, fuel price hikes, and inflation created a fair amount of uncertainty. Yet WeRent’s customer-first model helped them not only survive, but thrive.
Kristina notes, “Instead of pouring money into flashy marketing campaigns, we invested in the things that matter: reliable cars, trained staff, and a fast, user-friendly booking platform. Our customers see and value that, and it has earned us repeat business and excellent reviews.”
During the pandemic, the WeRent team quickly adapted by introducing contactless car delivery and booking without prepayment—features that impressed travelers looking for both safety and convenience.
Nikoloz believes that staying flexible and true to their values helped them get through the tough times. “We didn’t jump on every trend. Instead, we focused on what mattered most—our core principles—and paid close attention to what our customers needed as things evolved.”
The Road Ahead
WeRent is already thinking about what’s next, especially when it comes to being more sustainable and taking on new technology. They’re taking a careful approach to electric cars, though, knowing that Georgia’s charging network still needs a bit more time to catch up. Expanding beyond Georgia, maybe into Armenia and Azerbaijan, is also part of WeRent’s future plans.
Kristina puts it simply: “We want booking a car to feel as easy and natural as ordering your favorite meal. That means availability, smart suggestions, and a checkout process that’s quick.”
Luka says he can’t wait to add some exciting new off-road rides to the WeRent fleet, like the 2025 Toyota 4Runner and Tacoma—perfect for those looking to get off the beaten path as they explore Georgia.
Wisdom for Entrepreneurs
Reflecting on their journey, WeRent’s founders offer advice to others thinking about starting a business in Georgia.
Nikoloz suggests focusing on the importance of solving real problems. “Don’t chase trends. Build something people actually need, and do it with empathy and honesty,” he says.
Kristina believes that customer service is one of WeRent’s greatest assets—not just a way to fix problems, but a chance to make a lasting impact. “It’s more than just solving issues,” she explains. “It’s about how people feel when they connect with your brand. That emotional bond is what turns first-time customers into loyal fans.”
Luka puts it simply: quality matters. “Whether it’s a car or a cup of coffee, people remember when you care,” he says. “Cutting corners will always catch up with you.”
Freedom on Four Wheels
Whether you’re navigating snowy mountain roads, winding through vineyard-packed valleys, cruising along the coast, or discovering the quiet corners of an old Georgian town, WeRent has become the perfect travel-buddy to explore Georgia with, as what sets them apart isn’t just their cars—it’s the care, honesty, and local know-how that go into every rental.
For travelers dreaming of a road trip through Georgia, WeRent doesn’t just provide transportation: it offers the freedom for you to create your own adventure, supported by a team you can trust. Because when you pick up your keys from WeRent, you’re not just starting a drive—you’re starting a journey, backed by people who love this country as much as you will—and they want you to experience the very best of it!
S
