History of DIKS

The history of DIKS dates back to the late 1940s. At the time, driving school owner Paul Cornelis Diks was regularly asked by former students where they could rent a car. Being an enterprising man, he saw an opportunity and placed an advertisement in an Amsterdam newspaper. The responses poured in. Shortly thereafter, he decided to purchase a car and officially start a car rental business from his home in the Olympiabuurt neighborhood on March 1, 1949. Customers simply rang the doorbell to get the keys to the rental car, a Chevrolet, which was parked in front of the house on Van Tuyll van Serooskerkenweg.

What started as a small-scale initiative grew into a leading family business in car rental. From that first Chevrolet to the iconic blue vans that still color the streetscape today, every period brought innovation and growth. Today, the third generation of Diks is at the helm, offering multiple services and a forward-looking vision. DIKS has grown into a trusted mobility partner throughout the Netherlands.

On this page, you can read about the most important moments in our history: from our beginnings in 1949 to the present day.

1949 - A gap in the market

Car rental, still an unknown phenomenon in Amsterdam at the time, quickly proved to be a gap in the market. Diks' fleet soon expanded. From the Volkswagen buses of the 1960s, which could be rented for 22.50 guilders a day, to the reliable Mercedes buses that are still available today.

1958 – Paul Diks: visionary

There are car rental companies, and then there are Car Rental Companies. Paul Diks clearly belonged to the latter, larger, and more important category. What started with a single rental car grew into a fully-fledged car rental company. In the photo, we see Paul together with his wife and Autopon director A.F. Smit taking delivery of no fewer than 84 Volkswagen Clippers and minibuses. 

1960 - Classics

By the early 1960s, Paul Diks' fleet had grown considerably. In addition to the familiar Volkswagen and Mercedes models, there were now six American classics in the garage, from his favourite brands Ford, Chevrolet and Opel. 

1963 - DIKS from the air

Ask ten people what aerial advertising is and nine will probably think of sports planes with smoke letters or banners with text. But in 1963, Paul Diks opted for a completely different approach. On an undeveloped piece of land near Schiphol Airport, 24 of the 75 Volkswagen vans from the fleet were arranged in such a way that a clear message was visible from the air. It was a bold and original form of advertising that perfectly demonstrated how creative and progressive DIKS already was in those years.

1964 - Van Ostadestraat

In 1964, DIKS moved to a garage on Van Ostadestraat in Amsterdam-Zuid. It turned out to be a golden move: centrally located and easily accessible. We have never left since. The location has become a familiar anchor point in the city and a fixture for countless customers.

1965 - Student associations

On 27 September 1965, the Herkos student association hired two minibuses for a trip to the Zandvoort Circuit. It was one of the first times that student associations discovered DIKS as a reliable partner for group transport. It turned out to be the start of a long tradition: countless students and associations used the recognisable blue coaches for trips, travel and events in the years that followed (and still do today!).

1966 – Location on Willem de Zwijgerlaan

In 1966, Paul Diks opened a second location on Willem de Zwijgerlaan in Amsterdam West. In the photo, Paul poses proudly with his son Ronald in front of the entrance to the new premises. Years later, history repeated itself: this time it was Ronald himself, together with his son Niels, now the third generation at the helm. A striking detail: at the time, the DIKS Autoverhuur logo still featured the colours red, blue and white, a very different look from the now iconic blue that everyone knows today. The expansion with this new branch marked the next step in the growth of the family business.

1967 – Paul and his Ford Transits

In 1967, Paul Diks proudly posed in front of a brand-new fleet of Ford Transits, displayed in front of the Hotel Novotel on Europaboulevard in Amsterdam, which was still under construction at the time. The Transits were a valuable addition to the fleet and underlined the continued growth of DIKS. 

1972 - More blue on the streets

In 1972, Ronald Diks took over from his father Paul. At that time, there were already several DIKS vehicles driving around the country, but it was Ronald who introduced the recognisable blue and yellow rental cars. A nod to the police cars of the time. With the statement ‘There needs to be more blue on the streets’, he not only gave a humorous twist to that choice, but also created a lasting statement that is still known within the family business to this day.

1980 - Amsterdam Marathon

On Thursday 26 April 1980, DIKS acted as sponsor of the Amsterdam Marathon. More than twenty vehicles were deployed to accompany the runners. The day before the marathon, Ronald Diks managed to get hold of a sticker machine and, after a long day and night of sticking stickers, all the vehicles appeared at the start with clear DIKS lettering.

1980 – Generaal Vetterstraat

In 1980, DIKS opened a new location on Generaal Vetterstraat in Amsterdam, close to Riekerhaven. The main reason: more space to accommodate the growing business and the ever-expanding fleet.

1987 – The 100th truck

In 1987, the close relationship of trust between DIKS and Mercedes-Benz was underlined when Ronald Diks took delivery of the hundredth truck. This was a special milestone that not only demonstrated the scale of DIKS, but also emphasised the long-term cooperation with one of our most important suppliers.

1988 - The missing Mercedes

To date, more than hundreds of thousands of customers have successfully rented a van from DIKS, but sometimes things go wrong. In 1988, for example, a Mercedes Hanomag 406 was rented and never returned. Until, in November of that same year, the police reported that the van had been converted into a fake money truck and used in a bank robbery. The gang was arrested shortly afterwards when the vehicle was cornered by a special investigation team. A remarkable turn of events followed later when the same van was used again — this time legally — as a film prop for a production company.

1989 - Delivering a painting to Soestdijk Palace

In 1989, DIKS's hundredth lorry was given a very special assignment. This time, the load was not standard freight, but a painting destined for Soestdijk Palace. A royal journey that shows that our vehicles were not only used for daily transport, but sometimes also for exceptional and prestigious assignments.

1993 - Koen Van Oosterwijklaan in Amstelveen

1993 was marked by the successful acquisition of Sloothaak Autoverhuur in Amstelveen. This gave the Amsterdam-based family business a new location on Koen van Oosterwijklaan. This expansion not only meant extra capacity and reach outside the capital, but also underlined the company's growth ambitions and increasing confidence in the market.

1999 - 50 years of DIKS

To mark its 50th anniversary, DIKS teamed up with Hoofddorp-based Ford dealer Van Kalmthout & Van Niel to organise a special “half-century promotion”. Customers could earn a one-week test drive by handing in an exclusive test drive coupon, available only at DIKS. 

2000 - Hyundai, Boers and DIKS: a strong partnership 

In 2000, the fleet was expanded with ten Hyundai H 100 Satellites. The photo shows Ronald Diks together with Frans Boers, then sales manager for delivery vans at Truckland Amsterdam B.V.

2002 - Off to Hexaanweg

In 2002, we opened our doors at Hexaanweg 1 in Amsterdam Westpoort. We are still located here today. The site offers plenty of space for our extensive fleet, our own garage, petrol station and car wash. 

2013 - DIKS Car Rental Almere

After 65 years of operating in Amsterdam and Amstelveen, DIKS expanded in 2013 with a branch in Almere. Rental activities officially commenced in June of that year. This step marked an important expansion beyond our familiar region and strengthened our position as a mobility partner in the Randstad.

2013 - Change of throne in the Netherlands

In 2013, the Netherlands experienced a change of throne: Queen Beatrix handed over the baton to King Willem-Alexander. DIKS also celebrated this special moment. Especially for the occasion, our familiar blue jacket was given an orange tint, with the tongue-in-cheek slogan: “Even Trix is moving with DIKS”.

2014 - DIKS celebrates its 65th anniversary

In 2014, we celebrated our 65th anniversary with the now infamous promotional film “Chicks love DIKS”. The video, full of corny puns and a nod to our own brand name, was a resounding success and viewed almost a million times. This gave the anniversary not only a festive, but also a playful tone that perfectly matches DIKS's quirky style.

2015 - Everybody loves DIKS

During Pride Amsterdam 2015, DIKS attracted a lot of attention with its own boat in the famous Canal Parade. Special “Everybody loves DIKS” T-shirts were shot into the canals from the deck using cannons. On 1 August, literally everyone loved DIKS. The slogan was given a new, inclusive twist: no longer “Chicks love DIKS”, but the festive “Everybody loves DIKS”.

2015 - DIKS Almere moves

In the two years that DIKS Car Rental was located in Almere, we grew faster than expected. In 2015, we therefore moved to more spacious premises at Markerkant 1504. This gave the location more space to serve customers and further expand its fleet. 

2016 – Bugatti for free at DIKS

In 2016, DIKS introduced a very special addition to its range: the Bugatti Veyron. A playful promotion that gave customers the chance to experience, if only for a moment, what it feels like to sit behind the wheel of this iconic supercar. 

2016 - DeAutoverhuurders

In 2016, the nationally operating organisation DeAutoverhuurders was founded. Five family businesses, including DIKS, joined forces and proved that cooperation is the key to success. By combining their strengths, renters gained access to a fleet of more than 2,000 vehicles spread across the Netherlands.

2017 – Amsterdam 24hrs

In 2017, photographer Peter Sabelis published the book Amsterdam 24hrs, in which he captured the city and its inhabitants in a unique way. With poetic portraits, he revealed the stories behind the people. Ronald and Niels Diks were also portrayed, as representatives of three generations of entrepreneurship within DIKS. It was a special moment that beautifully illustrated our connection with Amsterdam.

2018 - The BIGGEST move in the Netherlands

DIKS is the way to move house. In 2018, we helped our nephew Rik Diks with his move. A day spent lugging boxes around naturally ended with an epic finale, in true DIKS style. The video of this playful campaign became a public favourite and once again underlined our ability to turn moving house into a party.

2022 - Expert innovates vehicle fleet

In 2022, DIKS enlisted the help of Toon Lager, Chief Executive Sound & Safety Engineer and expert in the field of sound and safety. After extensive research and a long development phase, he introduced a new sound for all buses in the fleet on 1 April. The goal: to create more safety and alertness among road users, naturally in true DIKS style with a wink.

2022 - DIKS without staff is NOTHING!

In 2022, Niels and Ronald Diks literally rose to great heights to show the whole of the Netherlands what Team DIKS is worth. Because helping people on their way every day deserves top-notch praise. And that wasn't all: for an entire weekend, they pulled out all the stops to celebrate an unforgettable and, of course, DIKS staff party together.

2023 - Something DIKS in Amsterdam Zuidoost

After opening locations in Amsterdam, Amstelveen and Almere, DIKS opened another new location on 2 January 2023, this time in Amsterdam Zuidoost. This location strengthens our presence in the capital and means that even more customers can count on DIKS's recognisable service, flexibility and familiar blue vans.

2023 - DIKS loves Everybody 

From 1 to 6 August 2023, Amsterdam celebrated Pride Week: a week that is not only about partying, but above all about acceptance, equality and the freedom to be who you are and love who you want. DIKS was happy to contribute to this – literally – with the most colourful bus in the Netherlands. The special Mercedes Sprinter 15m³ Pride Edition drove through the city and was even available for temporary hire. A cheerful statement showing that everyone is truly welcome at DIKS.

2024 - DIKS celebrates its 75th anniversary 

On 1 March 2024, DIKS celebrated its 75th anniversary. In honour of this milestone, Ronald and Niels Diks received an official anniversary medal from Sofyan Mbarki, Alderman for Economic Affairs and Deputy Mayor of the Municipality of Amsterdam. This was a special recognition of three generations of entrepreneurship, growth and trust, and a moment to look back on with pride together with our team, customers and partners.

2024 - A DIKS location in Nieuwegein

After location in Amsterdam, Amstelveen and Almere, DIKS took another big step forward on 1 May 2024 with the opening of a location in Nieuwegein, at Morsebaan 2. This is an important expansion that brings us closer to customers in the central Netherlands and offers even more space to help them on their way every day with suitable transport.

2024 - Merging with Van Dusschoten & Van Ginkel Car Rental

Like DIKS, Van Dusschoten & Van Ginkel is a family business with roots in the late 1940s. What started as a taxi company has grown over time into a full-fledged rental company for cars, buses, and lorries in Amersfoort and Zeist. 

In 2016, DIKS and Van Dusschoten & Van Ginkel decided to join forces for the first time within DeAutoverhuurders, a collective of five family businesses. Now, in 2024, the companies are continuing together under the name DIKS Car Rental & Car Sharing. A new step in history, built on shared values and a common vision of mobility.

2024 - Gone in DIKSty seconds 

Especially for all racing enthusiasts, DIKS temporarily expanded its fleet in 2024 with the lightning-fast and aerodynamic DIKS Formula RP1. Because you don't have to be Lando, Max or Lewis to experience what it feels like to race in something DIKS. 

2025 - DIKS expands to The Hague

On 1 February 2025, DIKS opened the doors of its newest location in The Hague. The location at Donau 92A, centrally located in the Forepark, is easily accessible via the A12 motorway and is close to neighbourhoods such as Leidschenveen-Ypenburg and Voorburg. From here, we also serve customers from Rijswijk, Delft and Zoetermeer. With this expansion, we are taking another step in our national growth to help even more people get on the road with suitable transport.

2025 - Storage rental at DIKS

On 2 January 2025, DIKS opened the doors of its very first storage location in Nieuwegein. This added a whole new service to its car rental, car sharing and short-term leasing offerings: storage rental. Whether you need temporary or long-term space, DIKS offers flexible solutions to suit every need. The expansion followed quickly: on 1 June 2025, a second location was opened in Amersfoort, followed by Almere on 1 July 2025. With this new service, we not only help customers get started, but also literally offer them space to move forward.

2025 - DIKS Car Sharing

In 2025, DIKS will officially launch DIKS Car Sharing, fully available via the new DIKS app. This will make car sharing and car rental easier, faster and smarter. Everything you need, from booking to driving, in one app. The next step in our mission to make mobility more accessible and sustainable.

2025 - DIKS takes the next step with a franchise formula

In 2025, DIKS expanded its successful business model with a franchise formula. This gave entrepreneurs the opportunity to join a strong brand that has been responding to the changing mobility market for decades. With more than 75 years of experience in car rental, car sharing, short-term leasing and storage rental, DIKS has grown into a leading player in the sector. The next step: working with local entrepreneurs to continue building the future of mobility.

2025 - Sustainable mobility: together towards a green future

DIKS continuously invests in smart solutions for a more sustainable future. Our branches are equipped with underfloor heating, insulation, solar panels and air heating, among other things, so that we save energy and your visit remains comfortable.

The latest step is the installation of a solar energy system with 3 MWh batteries. This allows us to charge our electric fleet in a green and efficient way, while the batteries help to reduce grid congestion. In this way, we contribute to a more stable energy grid and a greener future.