2026 World Cup fails to boost rental car purchases in Mexico

The anticipated surge in rental car demand for the 2026 World Cup in Mexico has not materialized, leaving specialized rental companies with lower-than-expected occupancy rates. In the first quarter, these companies purchased 13,842 new vehicles, a significant 16.3% decrease compared to the same period last year, according to the Mexican Association of Vehicle Rental Companies (Amave).

Amave's general director, Liliana Ayala, reported that member companies are experiencing vehicle occupancy rates around 63%. This falls short of the expected 75% to 80%, despite the upcoming World Cup. While some areas like Mexico City show more activity, tourist hubs such as Cancun have not seen the anticipated influx of visitors.

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The economic impact of the World Cup, speaking of rentals, has been positive, but very heterogeneous and not with the result that was expected.

Ayala noted that companies are making investment decisions more cautiously. This subdued performance is also linked to a 10% drop in foreign tourists during the first quarter, as stated by Amave president Fernando Noriega. Rental companies represented 3.6% of total car sales in the Mexican market during the first quarter, a decrease from their 6% share in the second quarter of 2025, which was their highest participation point.

Despite the overall trend, rental companies continue to favor brands like Nissan, General Motors, Stellantis, and Volkswagen. Heavy truck rentals also saw a decrease, with 394 units purchased in the first quarter, representing 11.8% of total heavy truck sales. Hybrid and electric vehicles constitute 4% of Amave's fleet, with BYD leading in this segment.

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We have a differentiated behavior by location, a little more activity in Mexico City, but the dynamism expected in tourist centers like Cancun, that tourist influx was not seen.