Our Story
Iceland, the way
locals know it.
Foss Car Rental was founded on a simple idea: travellers deserve a rental company that actually knows the roads they're driving. We're a small, independent Icelandic team — and we intend to stay that way.
How it started
Named after a waterfall.
Foss is the Icelandic word for waterfall. Iceland has more than ten thousand of them — tumbling off black lava cliffs, threading through mossy canyons, freezing solid in January and roaring back to life in May. They are everywhere, and yet each one feels like a discovery.
That's what we want every rental to feel like. Not a commodity transaction at an airport counter, but the beginning of something. The keys are in your hand, the map is open, and there is a waterfall two hours east that almost nobody visits.
Foss was founded by three friends — Ísak, Tristan, and Arnaldur — who shared a passion for Iceland and a conviction that travellers deserved a rental company that actually cared. Their rule from day one: never put a car on the road they wouldn't be comfortable driving themselves. That rule still governs every decision they make.
What we stand for
Our values
Built for Iceland
Every vehicle in our fleet is selected and maintained for Icelandic conditions — from Reykjavik cobblestones to Highland F-roads and everything in between.
Transparent Pricing
No airport surcharges, no hidden admin fees, no fuel policy surprises. The price you see at search is the price you pay at the desk.
Local Team
Our staff were born and raised here. They know which routes flood in spring, where the best hot pools are, and how to read an Icelandic weather warning.
Responsible Travel
We actively maintain our fleet and remind every customer that Iceland's F-roads are strictly for properly equipped 4×4 vehicles. Iceland's nature deserves better than shortcuts.
The people
Who you're dealing with
Ísak
Co-Founder
Born and raised in Iceland, Ísak knows every stretch of the Ring Road and most of the F-tracks. He makes sure every car in the fleet is ready for wherever the road leads.
Tristan
Co-Founder
Tristan brings the customer-first mindset that keeps Foss running smoothly. His rule: minimise the hassle, maximise the adventure.
Arnaldur
Co-Founder
Arnaldur is the face you'll most likely meet at pick-up. He keeps the fleet in shape and makes sure every customer leaves feeling looked after — whether that's a five-minute handover or a forty-minute chat about road conditions.
Ready to explore Iceland?
Browse our fleet — from budget hatchbacks to F-road ready Land Cruisers.
Browse Fleet