Long-standing Tamworth business Thrifty Car and Truck Rental has been transformed to SIXT, an international vehicle hire brand originating out of Germany.

On Friday, the SIXT brand was launched across the New England North West, with ten locations across Tamworth, Armidale, Narrabri, Moree, Gunnedah and Inverell.

Local franchisee Steve Miller said he was excited to be partnering with SIXT, who is the largest rental care company in Europe, with over 280,000 vehicles in 110 countries.

"We will still be servicing our current loyal clients which we've had for many, many years," he said.

"They're all excited about our new brand and we've got a great commitment to our local communities, especially our visitors that come during Tamworth Country Music Festival and AgQuip."

He said the lead up the Country Music Festival has been an exciting time for the business, with bookings starting to pick up.

"It's been tough in the travel industry since the pandemic started, but we're seeing a number of bookings dropping in for January so fingers crossed that we go forward with full force."

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With the festival just around the corner, Tamworth council has also strengthened its relationship with the vehicle hire company, who play an important role during festival time.

Council's manager of events and country music Barry Harley said they established a relationship with SIXT after a long-standing relationship with the old brand.

"We're going to have at least three of their trucks on the road all year round as mobile billboards used for initially the festival, and then things like the National Thunder Motorcycle Rally which we're planning in October," he said.

"These trucks travel about 30,000 kilometres a year, so it's just a real novel way of getting a mobile billboard."

He said rental vehicles are in short supply during festival time, so it's important the local industry goes from strength to strength.

"The Country Music Festival provides shortages in just about every aspect, not least of which accommodation, but certainly vehicles," he said.

"A lot of people fly in, or come in by train and are looking for vehicles and so there is a very high demand on these rental operations.

"But also throughout the year as people come and go and as we look to increase the amount of activity we're planning for the year in terms of events and marketing opportunities, our relationship with SIXT will increase."

Earlier this week, SIXT partnered with the NRMA to expand its network to Australia.

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