The purpose of this study is to identify the main factors that influence the quality of the car rental service in Brazil, from the perspective of customers. It is the first time that the main factors for the quality of the car rental service have been investigated considering the perspective of Brazilian customers. We adopted a survey based on a questionnaire. The results were analyzed using the binary logistic regression model. The main factors for the quality were: the company offers local maps and tourist information along with the car (odds ratio = 1.56); the company has cars adapted for people with special needs (odds ratio = 1.39); the company supplies cars with a choice of steering (odds ratio = 1.568); the company has employees that are well dressed and look good (odds ratio = 1.58); the company makes all tools and documents available (odds ratio = 1.75); and the company offers compensation if inconveniences arise for customers (odds ratio = 1.51). This study shows how companies can direct their efforts to reduce complaints and improve the satisfaction and quality of the car rental service in Brazil.