IturanMOB U.S. Soft Launch: Digitizing America’s Rental Fleets for a Smarter Future

As Co-CEO of Ituran Location and Control Ltd. (NASDAQ: ITRN), I’m excited to announce the official soft launch of IturanMOB in the United States — a major milestone in bringing our proven enterprise mobility platform to American car rental operators.

After successfully deploying across thousands of vehicles in Brazil and Israel since 2019, we’re expanding to the US to digitize small and mid-sized rental fleets that have long been overlooked by traditional solutions. IturanMOB is an all-in-one platform that seamlessly handles booking, secure payments, digital vehicle access, and photo-based check-in/out, all powered by robust telematics hardware and software designed for real-world security challenges.

The US car rental and mobility market is massive and growing, yet over 17,000 small and mid-sized operators still manage operations manually — dealing with physical keys, paper contracts, and high risks of theft or non-payment. IturanMOB is built specifically for these businesses, as well as corporate car-share programs and rideshare-focused fleet owners. Our platform delivers proven results: we’ve already managed 7,000+ vehicles globally, achieving a 4× higher recovery rate than the industry average, a 90% decrease in bad debt through remote immobilization, 30% operational savings from contactless handovers, and a 20% increase in utilization via automated dispatch and after-hours access.

This launch has already garnered attention, including recent coverage in Barron’s, Yahoo!Tech, Autoblog, The Autopian, and The Weekend Drive. Barron’s highlighted how IturanMOB brings “technology specifically developed for hostile criminal environments” to the U.S. market, while The Weekend Drive noted that small rental fleets “have been stuck in the Stone Age” until now.

Our soft launch is gaining momentum, with early customers now active in Florida, Texas, and New York. We have piloted 100 units in the U.S. and are on track for expansion in 2026, building on several thousand vehicles already managed across Brazil and our other markets.

Initial adopters, including independent rental operators in Florida, Texas, and New York, are reporting strong business impacts that align with our global metrics of 4× higher recovery rates and 30% operational savings.

We’re seeing particularly good adoption among independent and small-to-medium rental operators, as well as gig-economy and corporate car-share fleets seeking contactless, scalable solutions.

To make adoption straightforward, we’ve introduced simple, scalable pricing tailored to fleet maturity:

• Mob Light ($5.99/mo + $59.99 one-time device): Core GPS tracking, remote immobilization, and theft recovery.
• Mob Plus ($8.99/mo + $159.99 device): Adds keyless access and automation.
• Mob Full ($24.99/mo + $149.99 device): Full digital rental platform with white-label apps and payment processing.
• All plans are fully compatible with Turo and Tint insurance, providing 24/7 protection.

We are already exploring deeper integrations with payment gateways, insurance telematics providers, and major peer-to-peer marketplaces to deliver even greater value.

To our partners: Thank you for your support as we bring this battle-tested technology to the US. IturanMOB isn’t just about securing vehicles — it’s about unlocking revenue, reducing risk, and scaling efficiently in a digital-first world.

If you’re a rental operator, corporate fleet manager, or gig-economy fleet owner ready to modernize, reach out today for a personalized demo or a no-obligation ROI analysis tailored to your fleet size and default rates. Let’s build the future of mobility together.