Europcar Iceland is run by Höldur, the largest car rental company in Iceland. They have more than 8,000 vehicles, about 20 locations around the country, and they’ve been on Icelandic roads since 1966.
Our 10% discount code for Europcar Iceland is EPICICELAND. It gives you 10% off all car rentals when you book on HoldurCarRental.is. We are a partner of Europcar in Iceland (Höldur), and Höldur confirmed the code in November 2026.
Your rental car is the most used (and often the most expensive) part of any Iceland trip. So it pays off to choose a company that won’t leave you stuck somewhere between two sheep and a gravel road.
Why Europcar Iceland (Höldur)
We’ve tried quite a few rental companies in Iceland over the years. Here’s why Höldur keeps coming up when friends ask us for a recommendation.
Europcar in Iceland is called Höldur
Largest fleet in Iceland
With 8,000+ vehicles, Höldur runs the biggest rental fleet in the country. In practice, this means good availability even in July, when smaller companies are often sold out for weeks.
The cars are newer and low-mileage, which matters a lot in Iceland. An old car breaking down in the middle of the Westfjords is not the kind of adventure you came for 🙂
Desk right inside Keflavík Airport
Höldur has its desk directly inside the arrivals hall at Keflavík Airport. No shuttle bus, no waiting outside in the wind with all your luggage.
You land, walk to the desk, and you’re on the road. After a long flight, this is worth a lot.
Icelandic Europcar rents out cars in the biggest number of locations around Iceland
Locations all over Iceland
This is the single main reason we keep recommending Holdur to our friends.
This is where Höldur really stands out. Besides Keflavík and Reykjavík, you can pick up or return a car in Akureyri, Egilsstaðir, Ísafjörður, Höfn, Húsavík, Sauðárkrókur and even Vestmannaeyjar.
That makes one-way rentals easy. You can fly to Akureyri, explore the north and the Icelandic highlands, and return the car somewhere else. Or take the ferry and rent a car right on the Westman Islands.
60 years of local experience
Höldur has been renting cars since 1966. Add Europcar’s international standards on top, and you get local know-how with big-company reliability.
In 2022, Höldur also received the Responsible Tourism Award from the President of Iceland. Nice to know your money goes to a company that cares about the nature you came to see.
Europcar Iceland (Höldur) fleet
Höldur has the largest car rental fleet in Iceland
Höldur has pretty much every car type, from tiny city cars to big 4x4s and motorhomes:
- Small cars – Toyota Aygo, Toyota Yaris, Kia Ceed, Suzuki Swift AWD
- Family cars – Kia Ceed Sportswagon, Dacia Jogger, Skoda Octavia Combi (also AWD)
- Electric cars – Tesla Model Y AWD, Kia EV3, Skoda Elroq, VW ID.4, BYD Dolphin
- 4×4 SUVs – Suzuki Jimny, Dacia Duster, Dacia Bigster, Kia Sportage, Toyota RAV4, Kia Sorento
- Big 4x4s – Toyota Land Cruiser 150 and 250, Land Rover Discovery 5, Land Rover Defender
- Vans and campers – 8-seat Ford Tourneo, VW Caravelle 4WD, a 4×4 camper and motorhomes
For the Ring Road in summer, a small car is enough. For winter or F-roads, take a 4×4 – our guide on how to choose the best car for Iceland helps you decide.
Our pick for highland trips would be the Land Cruiser 250 or the Defender. Just keep in mind these are standard, unmodified cars. If you want a raised super jeep with big tires, check our guide on how to rent a super jeep in Iceland instead.
From November 1st to April 15th, the cars come with studded winter tires, which you’ll be very happy about in Icelandic winter.
Europcar Iceland (Höldur) insurance
Europcar offers a full insurance – everything except river crossings
Every rental includes Basic Protection: collision damage waiver (CDW), theft protection, third-party liability and personal accident insurance. You can upgrade to Medium, or to Premium Protection, which brings your excess down to zero and adds gravel, sand and ash, and tire and wheel cover.
One honest warning: like most companies in Iceland, Höldur does not cover river crossings or undercarriage damage, not even with Premium. Roadside assistance is also a separate add-on. If full river cover is a must for you, Blue Car Rental is one of the very few options.
Passenger cars and 2WD are not allowed on F-roads, nor on Kjölur (road 35) and Kaldidalur (road 550). Read our Iceland car rental insurance guide for the full picture, and always check road.is and the Icelandic Met Office before a highland drive.
History
Europcar has a super long history of renting reliable 4x4s in Iceland
Höldur started in 1966 in Akureyri, North Iceland, with just 5 cars and one location. Not exactly a flying start 🙂
In the early 1980s, Höldur became the Icelandic franchisee of Europcar. Today it’s the largest car rental company in Iceland by far, and the head office and reservations center are still in Akureyri.
Höldur was the first car rental in Iceland certified to ISO 9001 and ISO 14001 (quality and environmental standards). In 2013, it won the Environmental Award of the Icelandic Tourist Board.
Europcar Iceland (Höldur) vs Hertz Iceland
Europcar Iceland vs Hertz
Hertz is Höldur’s closest rival – another big international brand run by a long-standing Icelandic company. Here’s how they compare:
| Europcar Iceland (Höldur) | Hertz Iceland | |
|---|---|---|
| Operating since | 1966 | 1971 |
| Fleet size | 8,000+ vehicles (largest in Iceland) | Not published |
| Locations | About 20 | 11 |
| Keflavík Airport | Desk inside arrivals hall | Desk inside arrivals hall |
| Included cover | CDW, theft, third-party liability, personal accident | CDW, theft, third-party liability |
| Top package | Premium: zero excess, gravel, sand and ash, tires and wheels | MAX: zero excess, windshield, gravel, sand and ash, tires and wheels |
| River crossings and undercarriage | Not covered | Not covered |
| Biggest 4x4s | Land Cruiser 250, Defender, Discovery 5 | Land Cruiser 250, Defender |
| Minimum age | 20 (23 for luxury cars and motorhomes) | 20 (higher for some car groups) |
| Booking.com rating | 8.6/10 (4,000+ reviews) | 8.6/10 (2,100+ reviews) |
| Epic Iceland discount | 10% with EPICICELAND | None |
Both are solid, with the same rating and very similar insurance. Höldur wins on fleet size and locations, which matters most for one-way trips and remote regions. And only Höldur comes with our 10% discount.
Europcar Iceland (Höldur) discount code
The Europcar Iceland discount code is EPICICELAND. It gives you 10% off any Höldur (Europcar Iceland) car rental booked on holdurcarrental.is, and it stacks on top of any other discounts they’re running.
We partnered with Höldur because they’re one of the most reliable rental companies in Iceland. The code is free to use, no signup needed.
Whether you’re looking for a Europcar Iceland promo code, a coupon code or a Höldur promo code, it’s one company and one code: EPICICELAND.
Europcar in Iceland (Höldur) is our official partner. We confirm the Europcar Iceland promo code EPICICELAND directly with Europcar (Höldur) and guarantee the code is current and working. We never provide any fake or expired codes. We always negotiate the code personally with Europcar (Höldur).
How to use the Europcar Iceland (Höldur) discount code
- Go to holdurcarrental.is.
- In the booking form, choose your pick-up location, dates and age.
- Enter EPICICELAND in the coupon field.
- Click search and choose your car.
- Check the final price – the 10% is deducted on top of other offers.
Tip: book early. Höldur runs early-bird and long-rental deals, and our code adds on top of those too.
Reviews
Europcar has a bit mixed reviews because they do so many rentals a year and there’s always a negative one from time to time due to that
Höldur holds a 4.2 out of 5 rating on Google, and Europcar Iceland scores 8.6 out of 10 on Booking.com from more than 4,000 reviews. For a company this big, that’s a good result.
Travelers praise mostly the newer, well-maintained cars and friendly staff. Easy changes during the trip, like extending the rental or swapping to winter tires, get mentioned a lot too.
The negative reviews are mostly about insurance disputes and getting a different model than expected (Höldur guarantees the car category, not the exact model). And one more tip from reviewers: book online, as walk-in prices at the desk can be much higher.
Our experience with Europcar Iceland (Höldur)
We’ve rented from Höldur several times, and so have quite a few friends of ours. Overall, it’s been smooth and drama-free, exactly what you want from a rental company. No bad review this time lol.
Quick pickup. We walked straight from arrivals to the desk and were on the road in no time. No shuttle, no hunting for a parking lot in horizontal rain.
New cars. Low mileage, clean, everything working. Our 4×4 still had that new-car smell, which survived exactly until our first lunch of dried fish 🙂
Staff who know Iceland. When we asked about gravel roads and which F-roads made sense for our car, we got honest, practical answers. No pushy insurance upselling.
Our experience with Höldur has always been good though
Easy one-way. We picked up the car in the south and returned it in the north, which saved us a full day of driving back. With locations from Ísafjörður to Höfn, this is where Höldur beats most smaller companies.
Just one thing: we once got a different model than the one shown online (same category, just another brand). Not a problem for us, but if you want a specific car, ask in advance. And as always, photograph the car from all sides before you drive off.
Would we rent with Höldur again? Yes, especially for one-way trips and longer journeys like our 12-day Iceland road trip.
Europcar Iceland (Höldur) FAQ
Europcar Iceland, or in other words, Höldur car rental
What is the Europcar Iceland discount code?
The Europcar Iceland discount code is EPICICELAND. It gives you 10% off Höldur (Europcar Iceland) car rentals booked on holdurcarrental.is, on top of any other discounts.
How do I use the Europcar Iceland (Höldur) promo code?
Enter EPICICELAND in the coupon field of the booking form on holdurcarrental.is, then search for your car. The 10% discount shows in your final price before you pay.
Does the 10% Europcar Iceland (Höldur) discount code EPICICELAND actually work?
Yes. We verified and confirmed the code with Europcar directly. We always personally deal with our partners and check the code validity regularly, so you will not find expired or fake codes here. The code was last verified in November 2026.
Is Europcar Iceland the same as Höldur?
Yes. Höldur is the official Europcar franchisee in Iceland, so every Europcar rental in Iceland is run by Höldur. The company is also known as Bílaleiga Akureyrar.
Can I drive F-roads with a Europcar Iceland car?
Only with a 4×4 approved by Höldur. Passenger cars and 2WD are not allowed on F-roads, Kjölur (road 35) or Kaldidalur (road 550). See our list of F-roads in Iceland and check SafeTravel before you go.
Does Europcar Iceland insurance cover river crossings?
No. Damage from river crossings, water or the undercarriage isn’t covered by any Höldur package, Premium included. Learn how to cross Icelandic rivers safely before you try one.
Where can I pick up a Europcar car in Iceland?
Inside the arrivals hall at Keflavík Airport, at 2 locations in Reykjavík, and at about 20 locations around Iceland, including Akureyri, Egilsstaðir, Ísafjörður, Höfn and Vestmannaeyjar.
What is the minimum age to rent a car with Europcar Iceland?
You must be at least 20 years old and have held your driving licence for at least 1 year. For luxury cars and motorhomes, the minimum age is 23.
