As business is becoming more globalized and digitalized, more entrepreneurs are utilizing external services, such as long-term vehicle rental. The market is oversaturated with offers and competing companies on the market that are trying to differentiate their services. The situation is also more difficult given that users are informed; hence, in addition to providing basic quality service, entrepreneurs have become aware that this alone is not enough to attract and retain customers. The aim of this paper is to identify ways of differentiating long-term rental services in a demanding market. In the first part of the paper, an introductory overview of the issue of work is given. In the second part, market research is defined, including a list of the methods and types of market research. The third part defines the concept of service differentiation and lists ways of identifying differentiation in the market. The fourth part of the paper presents the company Petica VEL-PRO d.o.o. and presents a long-term vehicle rental service. The fifth part details the market research, presented and interpreted results of the survey and interviews accompanying this paper. Subsequently, the research results are interpreted, and finally, the last chapter provides a conclusion and recommendations for practice. The paper hypothesizes that a company can rise above the competition with an additional service that the user would otherwise not expect. After examining the preferences and habits of long-term rental users and individuals, practical recommendations are given. Existing users expressed their satisfaction with quality service as the reason for choosing to cooperate with the studied company in the future. In particular, they referred to the efficiency of the company in delivering the services and the digitization element, the development of which is constantly improving. The assumption is that natural persons are most inclined to possess their own vehicle and, moreover, they are not informed about the advantages of this kind of service. Informing users can be used as a differentiation element in marketing activities. This assumption has been confirmed by the research. It is encouraging that the research confirms that the quality of the provided service along with the additional service still results in satisfied users.