Melrose entrepreneur steering car rentals to new heights
From a single VW Golf to a billion-rand fleet, Melrose’s Grenville Salmon is driving change in South Africa’s car rental industry – with heart, hustle, and a little help from home.
In the leafy suburb of Melrose, Grenville Salmon is building more than just a business – he’s building a legacy.
As the founder and CEO of Pace Car Rental, one of South Africa’s fastest-growing vehicle rental companies, Grenville’s journey from a carefree childhood in Benoni to business success is marked by hard work, community spirit and a passion for service.
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Growing up in Benoni, he enjoyed the freedom of cycling to church and the golf course. His parents worked, giving him early independence and a strong work ethic. His father, a salesman, taught him the power of staying positive when things went wrong – advice that would serve him well in the unpredictable world of entrepreneurship.
By the time he joined Deloitte to complete his accounting articles, Grenville had already worked a dozen jobs and started several small ventures. He saw the business world not as a career path, but as a calling. While auditing for Imperial Car Rental, he became fascinated by the industry. After finishing his articles, he and his wife, Berne launched Pace Car Rental in 2007 with just one car – his mother’s old VW Golf.
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The early days were tough. Grenville worked long hours while Berne managed the household and their growing family. Support from friends, a helpful mechanic, and a small car rental company called Topnotch helped them survive the first few years. By 2013, the company had a fleet of 100 cars. Today, it manages more than 5 000.
Grenville pioneered cash rentals for clients without credit cards, carefully screening applicants and building a loyal customer base. “We succeed together in South Africa,” he said, remembering a client who lived in a shack but still took care of the vehicle he rented.
A committed family man and father of two sets of twins, Grenville balances business with home life in Melrose. He enjoys golf, Monopoly with the children, and quiet evenings with Berne. His faith remains central to everything he does.
From one car to a billion-rand fleet, Grenville Salmon’s story is proof that big things can grow from small beginnings, especially when rooted in values, vision and community.
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