This research paper begins with a general overview of sustainable development, emphasizing its goals and differences in relation to the concepts of sustainability. The focus is on researching the elements of traffic as a key subject of analysis, with a special focus on the impact of traffic on the environment and the state of the rent-a-car market in Split. This overview provides a better understanding of the complex interactions between transport, environment and sustainable development, which is crucial for identifying challenges and opportunities for improving sustainability in urban areas like Split. Based on the conducted empirical research, it was realized that the future of the rent-a-car industry will increasingly depend on the ability of companies to adapt and respond to market demands for sustainable transport solutions. Sustainability is not just a trend but an imperative for the future of the car rental industry. An interview conducted with the owner of a rent-a-car company in Split shows that sustainable development is becoming a key factor for competitiveness and long-term success in the rent-a-car industry. The integration of electric and hybrid vehicles into the fleet has resulted in positive reactions from users, who appreciate the environmental benefits, quiet driving and lower operating costs. Plans for the future include further increasing the share of electric vehicles in the fleet, while exploring new technologies such as hydrogen vehicles.