Our Story
A love letter to
driving.
FEEL LUXURY began with a simple idea — that renting an extraordinary car should feel as effortless and considered as owning one. From a single Phantom in a Mayfair mews to one of Europe's most curated luxury fleets, our promise has never changed: your drive, perfected.
Mission
To make the extraordinary a phone call away, wherever you are in the UK.
Vision
Redefining automotive rental as a genuine luxury service — hospitality on wheels.
Values
Discretion. Craft. Care. The three things a chequebook alone can't buy.
Journey
A Decade In Motion.
2014
Founded In Mayfair
A small collection of three cars and a personal client list.
2017
The London Concierge
24/7 concierge team launched, redefining rental service.
2020
Nationwide Delivery
Doorstep delivery expanded across the whole of the UK.
2023
The Modern Showroom
New flagship experience centre opens in central London.
2026
300+ Vehicles
One of the largest curated luxury fleets in Europe.
The People
Meet The Team.
James Alderton
Founder & CEO
Priya Rao
Head of Concierge
Marco Vitelli
Fleet Director
Sofia Bennett
Head of Client Care
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Happy Clients
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Luxury Vehicles
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Experience
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Industry Awards