Our Story
About Primus Car Rental
Some brands are built. Others are destined.
Primus Car Rental was never just about cars. It was always about people, passion, and the pursuit of something exceptional. Today, it represents a meeting of two parallel journeys that somehow led to the same destination.
A Story That Was Meant to Happen
Primus Car Rental was never just about cars. It was always about people, passion, and the pursuit of something exceptional.
The journey began in 2022, when Alex and Victor, his son, built Primus from the ground up — driven by a shared love for performance, precision, and the unmistakable emotion of driving extraordinary machines. What started as a family vision quickly became one of Dubai's most personal luxury car rental experiences.
But every great story evolves.
A New Chapter
Every great story evolves.
In 2025, life took a new direction. Victor returned to Spain to begin a new chapter, and Primus entered a moment of transition — not of uncertainty, but of opportunity.
Around that same time, something unexpected was unfolding.
Two Paths. One Destination.
- •Both were born in the same year
- •Both grew up in the same city in Brazil — Santo André, São Paulo
- •Both made the life-changing decision to move to London in the same year
- •And years later, both found themselves in Dubai — at the exact moment Primus was ready for its next chapter
Not planned. Not expected. Just one of those rare alignments life creates.
Today
In 2026, Anderson officially joined Primus as a partner.
Today, Primus is no longer just a family business. It is a meeting of two parallel journeys that somehow led to the same destination.
What This Means for You
At Primus, every car has a story — and so does the company behind it
Foundation of Passion
Built on passion and attention to detail — every experience is crafted with care.
Vision & Experience
A new vision driven by experience, structure, and growth.
Shared Obsession
A shared obsession with delivering something truly different in Dubai.
Connection Over Transactions
This is not a rental company focused on transactions — it's built on connection and trust.
Meet the Team
The people behind every perfect rental
Alex
Co-Founder & CEO
Alex has been passionate about supercars his entire life. After years in the Dubai luxury hospitality industry, he founded Primus with his father Victor to bring a truly personal rental experience to Dubai. Every customer is treated as family.
Victor
Co-Founder & Operations Director
Victor brings decades of business experience and an uncompromising eye for detail. He personally oversees every car preparation — from the polish on the bodywork to the fuel in the tank — ensuring every Primus car is flawless before delivery.
The Road Ahead
Primus is entering a new phase — stronger, more refined, and more ambitious than ever. From curated supercar experiences to seamless luxury service, our mission remains simple: to make every drive feel exceptional — and every client feel part of something unique.
Some stories are written. Others are meant to happen. Welcome to Primus.
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