Who We Are

Rugged Rental was established in 1993 and is now celebrating over 30 years in business. Rugged operates an independent passenger vehicle rental company in Salt Lake City, Utah specializing in Pickup Truck, SUV, and Van rentals with a unique emphasis on 4WD & AWD options and vehicles for towing.

Rugged Rental is different from most rental companies. While our competitors wrap rentals in red tape by prohibiting towing or driving on non-paved roads; we allow customers to put our vehicles to good use! If you’re looking to tow a boat or RV to one of the many pristine locations found in the Mountain West, Rugged has plenty of Trucks and SUV’s perfect for that need. If you’re hoping to enjoy an adventurous ride along Utah’s world famous White Rim trail, Rugged has the trail rated Jeeps and SUVs to make your trip safe and enjoyable.

Rugged offers competitive pricing with daily, weekly, and monthly rates. We cater to businesses across the Intermountain West who have long term fleet needs by offering commercial pricing for rentals of one month or more. Rugged Rental also has a loyal clientele of business & vacation travelers arriving at the Salt Lake International airport and we offer a complimentary shuttle service for our customers to and from the Salt Lake airport and downtown or airport area hotels. We also offer local rentals for insurance replacement & personal needs.

In the fall of 2012, Rugged purchased a car lot located in Layton Utah. This new venture changed the name of the company to Rugged Rental & Sales. After many months of planning and hard work Rugged Rental & Sales opened full scale in Layton on April 8, 2013. This car sales facility is used to display and sell our rental inventory to the general public as they are replaced in the rental division with new vehicles. Our sales division specializes in offering “always” below book pricing and we are equipped to offer full dealership services including title processing, DMV processing services, credit union financing, and extended warranties. Vehicle rentals are also available at the Layton location for the convenience of Davis County residents.


To work as a unified team to earn customer loyalty by providing easy vehicle rental & sales experiences that are high quality, excellent in value, integrity driven and delivered with genuine enthusiasm.