Europcar has taken another innovative step to make car hire more convenient and cost-effective for drivers. It is the first car hire company in the UK to launch car and van hire by the hour, giving individuals and businesses more choice and flexibility, as well as vital cost-savings over daily car hire.

Starting at just 10 GBP ($15) an hour for car hire and 11 GBP ($17) an hour for van hire, Europcar's new Hourly Hire Service delivers top quality vehicle hire on demand. As Ken McCall, Managing Director, Europcar UK Group explains, this unique new service responds to the pressure on family and business finances.

"Car hire can be an incredibly flexible alternative to public transport, especially with the recent fare rises that have been introduced. But we know that some motorists may be put off by having to commit to the cost of a full day's hire, which has always been the traditional way this service has been charged.

"With our new Hourly Hire Service we wanted to break the rules to give motorists more flexibility - and take away the barrier of cost. We are, therefore, offering busy travellers the ultimate in convenience, as well as taking the stress and expense out of owning a car in the city."

A car can be hired for a minimum of 2 hours and maximum of 8 hours, Monday to Friday check-outs only and only Monday to Wednesday for Central London check-outs.