Where luxury meets the open road. Electric grand tourers for hire across France.
Atra began on the quay at Cherbourg with four cars and one idea: a hire company where the car is meant to end up somewhere else.
- Head office
- Cherbourg
- Cars
- 40, all our own
- Branches
- 5
Since2019.
Built the other way round.
Most hire companies make their margin by bringing cars home. We put five branches on one road instead, so a car that leaves Cherbourg for Cannes is simply the next car Cannes needed.
One-way stopped being a surcharge and became the product. We chose one car, the Vesper E.7, because a single model means every branch holds the right parts, every host knows it by heart, and the charging plan for a route holds for whichever car you are given.
Every car comes home to Cherbourg.
Between hires, each car comes back to the workshop on the quay: tyres measured, battery health logged, software updated, cleaned by hand. No car leaves a branch with less than 5 mm of tread or a battery below 92% of new.
26 people, five roles.
Everyone you speak to works for Atra. No call centre, no sub-hire, no agency drivers.
- 7ReservationsIn Cherbourg, every day 08:00 to 21:00, in French and English.
- 9Branch hostsAt the five branches. They do the handovers and the walk-rounds.
- 5DriversDeliveries within 30 km, and the cars moving between branches.
- 4TechniciansThe workshop on the quay. Every car, between every hire.
- 1Route plannerEvery charging stop on every route, checked each season.