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Do we treat hire cars the same as we treat our own cars? There have long been jokes about the invincibility of rental cars. Like most jokes, they are funny because they are based in reality. In response to this urge, car hire companies hit drivers with insurance excesses. It's fair enough that they do. If the car is damaged, then it has to be fixed. However, this is one industry that is being shaken up by a local start-up. Suffice to say, the hire car companies don't like it one little bit.