How we rank cars on Utana
When you sort search results by Top picks, we put first the cars where renters had the best experience. Price is not part of this order; to see the cheapest cars first, sort by price.
What counts, most important first
Reviews and reliability
The review score of the company and of the car, what renters answered when asked if the car was as shown, if they paid what they were quoted and if they would rent again, and how reliable the company is: handing cars over on time, keeping confirmed bookings, answering messages and booking requests quickly, and rarely refunding customers for its own mistakes.
How searchers respond
How often people open a car when it is shown to them, and how often that leads to a booking that is not cancelled. We allow for where a car appeared on the page, so a car shown first gets no head start.
Listing quality
Photos of the car and a description of the company.
New listings
A newly listed car gets a small lift for a short time, so it can be seen and earn its first reviews.
A company or car with little history is compared with the average across Utana until it has enough of its own, so a handful of perfect scores cannot jump the queue. Only companies approved by Utana and not suspended appear in search.
Nobody pays for a position
No company can pay for a higher place in Top picks, and what a company pays Utana does not change its order. If we ever show paid placements, each one will be labelled “Promoted” and explained on this page first.
How review scores work
Scores run from 1 to 10. Only verified rentals count: a review can only be written after a booking on Utana has been completed. A score is built from the reviews of the last 36 months, and recent reviews count for more. We always show how many reviews a score is based on. How reviews work
Search data and your consent
We record which results you are shown, open and book only if you accept analytics cookies. Without that consent nothing about your searches is stored, and they play no part in the ranking. The records use a random ID, never your IP address, and are deleted after 13 months. Cookie Policy
Last updated: October 2026