Aloha Rents is a locally-owned and operated car rental business based in Maui, Hawaii. The company positions itself as a friendly, local alternative to the large, corporate rental agencies, emphasizing customer service and the "Aloha spirit." It aims to provide a hassle-free and affordable rental experience for visitors, focusing on a fleet of reliable used vehicles to keep costs down for consumers. The business has grown primarily through positive customer reviews and word-of-mouth recommendations.