. . . Founder Victor Tawanda Madzedze opens up on the AZTA recognition, the ‘three As of tourism,’ and why he’d rather keep customers happy than maximise bookings
By Jonathan Mbiriyamveka
HARARE — When Yarutso Car Rental was founded in August 2019, it started as a low-cost operator with a simple premise: provide great-quality mobility experiences at fair rates.
Seven years later, the Harare-based company has just been named First Runner-Up in the Car Rental Sector at the Association of Zimbabwe Travel Agents (AZTA) awards — a recognition its founder says validates years of quiet, consistent work.
“We never set out to win awards. Our focus has always been operational excellence and delivering great experiences to our clients,” said Victor Tawanda Madzedze, Yarutso’s founder and Managing Director.
Victor Tawanda Madzedze founder and MD
More Than 500 Reviews, a 4.7-Star Rating
For Madzedze, the award is not the achievement — it is the by-product of one.
Yarutso now has more than 500 Google reviews with a 4.7-star rating, a metric the company points to as evidence of its “obsession with customer experience and consistency.”
“In many ways, that has been consistent with our philosophy. We have focused more on creating genuine customer-experience wins than on pursuing awards,” Madzedze said.
The AZTA recognition is Yarutso’s first major award win. The company was previously nominated for Best Car Rental Customer Experience by CXAZ a few years ago but did not win.
“The AZTA recognition is therefore particularly meaningful because it validates something we have been building for years.”
Part of the Three As of Tourism
Madzedze positions car rental not as a peripheral service but as a core component of Zimbabwe’s tourism ecosystem.
“Yarutso sees itself as an important part of the three As of tourism: Access, Accommodation and Activities. Car rental is fundamentally an access product — it allows tourists to move around Zimbabwe and experience our attractions,” he said.
Being recognised by AZTA — an organisation within the travel industry — reinforces that belief.
“Trust is extremely important in mobility, particularly when dealing with international tourists who may be renting a vehicle in a country they have never visited before. The AZTA recognition provides an additional layer of confidence for customers and partners.”
A Fleet Built on Freshness and Quality
Yarutso currently operates approximately 20 rental vehicles across several categories, from budget options to mid-size SUVs such as the Nissan X-Trail, Mazda CX-5 and Hyundai Tucson, and 4x4s including the Toyota Hilux D4D and new-generation Toyota Hilux GD6.
“Our budget category serves customers looking for affordable and practical mobility. But one of the things we are particularly proud of is the quality and freshness of our fleet. Customers can find relatively new vehicles at Yarutso, including 2025 and 2026 models,” Madzedze said.
The company’s primary operations are in Harare, with its main location in Belgravia and parking facilities at Robert Gabriel Mugabe International Airport.
“Our focus is not simply on having physical locations everywhere, but on making the rental experience convenient through airport access, delivery and an increasingly end-to-end digital booking experience.”
The Customer-Service Philosophy: “Get the Basics Right”
Asked what sets Yarutso apart, Madzedze offers no grand theory — only disciplined execution.
“Our customer-service philosophy is quite simple: Get the basics right. Give the customer a good car, provide transparent pricing, make payment convenient, ensure a smooth pick-up and recommend the right vehicle for their needs,” he said.
“When these things are done consistently, the customer experience becomes smooth — and smooth is what customers generally want.”
The company actively listens to feedback on Google and TripAdvisor, using it to identify where it is performing well and where it needs to improve.
Safety as an Operational Result
Yarutso’s approach to fleet maintenance begins before a vehicle enters the fleet.
“Where possible, we procure brand-new or very low-mileage vehicles from reputable suppliers. We then operate strict maintenance schedules through reputable workshops,” Madzedze said.
The winning team
The company has a dedicated fleet function focused on safety and quality, led by Honest Nyanzou, which uses modern inspection and diagnostic technologies — including digital tyre-tread measurement equipment.
“The objective is to ensure that fleet safety is not treated as an afterthought but as a key operational result.”
International Appeal
Yarutso has increasingly become a preferred rental operator for international clients who appreciate “an authentic Zimbabwean brand with international-style service standards.”
“International travellers particularly value transparency, reliable vehicles, convenient payment options and assistance beyond simply handing over a vehicle,” Madzedze said.
Peak Seasons Without Compromise
On managing high-demand periods, Madzedze is candid about the trade-offs.
“Our objective is not simply to maximise utilisation. We believe that a happy customer is more valuable than a short-term booking maximisation strategy. We would rather deliver a consistently good experience than overload the operation and compromise service quality.”
Beyond the Vehicle
Yarutso offers both self-drive and chauffeur-driven services and has been developing a broader end-to-end mobility offering, including credit and debit card payments, damage waiver products, child car seats, GPS navigation and other travel-support services.
“Our ambition is to make renting a vehicle part of a seamless travel experience rather than simply a transaction involving a car.”
The Challenges: Capital and Fragmentation
Madzedze identifies two major challenges facing car rental operators in Zimbabwe.
“The high cost of capital required to maintain a modern fleet. Vehicles are expensive to acquire, maintain and replace, while customers still expect competitive rental rates,” he said.
The second is the fragmented nature of the industry.
“There are operators with very different approaches to compliance, safety and service standards, and this can create inconsistent experiences for tourists and affect perceptions of the wider car-rental sector.”
He believes industry organisations such as ZIMVRA have an important role to play in encouraging greater standardisation and professionalism.
A Team Effort
Yarutso was founded by Madzedze, who serves as Managing Director. The leadership team includes Karen Chitsiku, who oversees operations and commercial activities, and Honest Nyanzou, who leads the fleet function. Rufaro Matimati serves in a non-executive capacity.
“But ultimately, Yarutso’s progress is a team effort. The people managing the fleet, serving customers, handling bookings, maintaining the vehicles and engaging with clients every day are fundamental to the company’s success.”
The Road Ahead: Electric Vehicles and Travel Services
Looking forward, Madzedze says the ambition is to build Yarutso into a leading mobility and travel-services company in Zimbabwe.
“We see ourselves as part of the Access pillar of tourism, but we believe access can go beyond simply providing a vehicle. We want to help travellers navigate Zimbabwe better — from vehicle rental and navigation to accommodation recommendations, itineraries and experiences,” he said.
The company will continue investing in quality vehicles, technology and customer experience while exploring additional mobility products such as electric vehicles, self-drive solutions, navigation systems, damage waivers and travel-related services.
“For us, the AZTA recognition is not the destination. It is recognition of the work we have been doing and motivation to keep improving the experience we provide to every customer.”
Contact: www.yarutsocarhire.co.zw
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