Online Reporter
Michelle Musandinyoze, [email protected]
A BULAWAYO car rental company that launched in 2018 has established itself as a key player in Zimbabwe’s tourism and transport sector, building its reputation on airport access, fleet range, and a service model that puts client relationships ahead of quick profits.
Trail Lines Car rental has moved beyond basic vehicle hire. Its operations now cover airport transfers for foreign dignitaries, transport for celebrities, birthdays, wedding and tour bookings, and concierge services linked to hotels and restaurants. The shift from unknown startup to industry recognition took six years, and it shows in the company’s current operations and client list.
The company said it began with the same problem every new business face where most people trust names they already know. However, breaking into a market with established brands meant proving itself one hire at a time. The team says consistency and constant improvement changed that. Since then, growth has been steady.
Head of Trail lines, 36-year-old Mr Glen Paul Mhere, was named Super Platinum Winner for Business Titan of the Year 2026 by the Zimbabwe CEOs’ Network.
The award pointed to his skills, innovation, and ideas in business. For the company, it was confirmation of leadership focused on growth in the car rental and tourism sector. Mr Mhere also serves as Business Development Manager for Nexcelia Investments, which has interests in 10 on Pauling Hotel, The Bowery Café, and other businesses in Zimbabwe.
“We have also been published in airline magazine Travel Passport as part of being recognised as a car rental that offers world class service standards,” Mr Mhere shared.
The company’s work also became public during the Zimbabwe International Trade Fair (ZITF) this month when Government departments chose Trail Lines to escort dignitaries who travelled with the President of Botswana, His Excellency, President Duma Boko.
According to Mr Mhere, it was a high-profile assignment.
“Weeks earlier, our company handled transport for South African actress Dawn Thandeka King during her Bulawayo visit. Her presence sparked excitement among fans in the city. Trail Lines drove King to the Chief Dakamela Awards in Nkayi, where she was honoured for her contribution to the arts and culture industry across Africa and the world,” he said
The company says its client list is wide, and some clients prefer not to be named.
At the core of operations Mr Mhere said that they offer a booking system built for speed and clarity. The process starts at Joshua Mqabuko Nkomo International Airport where Trail Lines parks its vehicles.
“Clients can walk out, see the fleet, and choose on the spot. For those who plan ahead, the company provides an online catalogue for pre-bookings. A sales team is available across platforms to help match a client to the right vehicle, “he said.
“The choice comes down to four factors. Budget, personal preference, the route or terrain of travel and the number of passengers,”
Mr Mhere said once a vehicle is selected, the client fills out a contract and provides identification and a driver’s license.
“Before keys change hands, the client and a sales representative do a physical checklist of the vehicle. They check the condition and cleanliness. They also do a mini road test,” he said.
The company says this helps the client familiarise with the chosen vehicle.
“The fleet covers every level of need. For efficient low budget travel, there are vehicles like the Nissan Note, Honda Fit Hybrid, Toyota Vitz new shape, and Mazda Demio,” said Mr Mhere.
He said the mid-range offers mini-SUVs such as the Toyota Corolla Cross, VW Tiguan, and Mazda CX-5. The up-range includes the Toyota Fortuner GD6, Isuzu MUX, and Toyota GD6 Hilux double cabs. At the high end, clients can choose the Toyota Prado, Toyota Land Cruiser 300 series, Defender, and Mercedes-Benz GLE.
The company also said that large groups are covered too as they run Toyota Hiace and Quantum vans from 10-seaters up to 22-seaters. For bigger crowds, it has buses that seat 45 to 60 people.
Beyond self-drive, Trail Lines provides airport shuttles and VIP escort services. Shuttles pick clients up after arrival and drop them at booked hotels. VIP escorts cater to high-profile guests who need high-end vehicles with a chauffeur. The company says its drivers are well trained and groomed in defensive driving.
The service list extends past transport. The company also runs day tours in and around Bulawayo, and tailor-made holiday packages across Zimbabwe.
A concierge arm handles requests through partnerships with other providers. That includes accommodation bookings at 10 on Pauling Hotel, restaurant reservations at The Bowery, plus massage and medical services. After a trip, the company follows up with clients to check if they are safe wherever they have travelled.
Trail Lines says its rates are competitive. It describes its vehicles as close to brand new, well maintained and serviced.
“The aim is for a client to feel like the first person to have driven the vehicle. The fleet includes Toyota, Mazda, Nissan, VW, and Mercedes-Benz. Staff are trained to serve with hospitality, and the company says every hire is handled with dedication, precision, and care,”
On competition, the company takes a different view. It does not see other players in the sector as rivals. The belief is that the market is big enough for everyone to have a slice. Because of that, Trail Lines says it works well with other established car rental brands in Bulawayo and across Zimbabwe. The companies learn from one another, with the goal of improving service and experience for clients.
Trail Lines says it is known for exceeding expected standards. The focus is on detail, from vehicle appearance to customer care and satisfaction. The goal is to turn a walk-in client into a loyal client.
The company says it values relations more than profits. That means fair prices and discounts for clients, and a system for handling feedback.
“Whether feedback is good or bad, it is treated as constructive criticism. Complaints are resolved timeously, and clients get feedback on how issues were fixed or improvements were made,”
Even when feedback is good, the company said it meets to discuss how to make the next experience better for that client hence the hunger to offer top-notch world-class service makes clients feel safe, cared for, and catered to in a way they do not feel with other service providers.
The company also said it is targeting growth as major expansion plans are currently underway, with new offices being established in Victoria Falls, Harare, Mutare, Masvingo and Beitbridge.
“We will spread our lovely services to every point of the country,” he said.
“We are also increasing our fleet with more models of variety and different specs and sizes. We are going to buy coaches to expand to other cities as well, as talks are underway with an international vehicle manufacturer to introduce electrical vehicles in Zimbabwe which are going to be from low range to high end,” he added.
Mr Mhere also shared that this is going to be done in a way that will be inclusive to everyone in order for them to have an appreciation of the new development and technology in vehicle manufacturing, and also in support of the green earth initiative which is meant to decrease the carbon monoxide emissions that are polluting the planet from old models.
“Trail Lines Car Rental is happy to be part of such an initiative that promotes global well-being and preservation of our natural resources,” he said.
For those who would like to visit their offices, Trail Lines Car rental is located inside the Joshua Mqabuko Nkomo International Airport.
