Gold Coast-based premium car hire company 7thDrive is accelerating its growth strategy, evolving beyond traditional car hire into a subscription-led model as demand for flexible vehicle access continues to rise.

Founded in 2014, the business has grown to a fleet of 21 vehicles and is now operating at more than three times its original scale. The company is entering its next phase of expansion with a focus on long-term vehicle subscriptions, while continuing to service its core daily hire market.

Founder and Director Chris Murray said the strategic shift was driven by both market demand and operational constraints.

“We had to look beyond the standard car hire model,” Murray said. “Constraints within existing airport partnerships limited our ability to expand the fleet and scale efficiently, which pushed us to rethink how we grow the business.”

In response, 7thDrive has introduced a subscription-based model designed to challenge traditional car ownership and long-term leasing.

Under the model, customers gain access to premium vehicles without the typical costs associated with ownership, including depreciation, registration, servicing and insurance.

“It’s a model built around simplicity and flexibility,” Murray said. “The car is yours to drive, without the financial burden that usually comes with it. We’re positioning ourselves directly against both ownership and leasing, and we’re confident in what we’re building.”

7thDrive will continue to operate its established daily hire services alongside the subscription offering, allowing the business to cater to both short-term and long-term demand.

With a fleet comprising premium brands including Mercedes-Benz, Chevrolet, Audi and Range Rover, the company is positioning itself within a growing segment of the market that favours access over ownership. The business is also continuing to work with a range of automotive brands to bring additional vehicles and partnerships into the 7thDrive fleet.

Sydney and Melbourne are on the radar for the company’s next stage of growth, as 7thDrive looks to expand its footprint into larger metropolitan markets.

“We’re building a model that aligns with where the market is heading,” Murray said. “This isn’t just growth — we believe this will redefine how premium vehicles are accessed in Australia.”