A Simple Man.Extraordinary Vision.

The Story of Ren Tatard

Ren Tatard was born in 1952 in a small farming village in the south of France. His father worked the land; his mother mended clothes for neighbors to make ends meet. They had little, but they had each other, and they had their word.

"My father taught me one thing," Ren often recalls. "If you say you will do something, you do it. If you cannot do it, you do not say it. Simple."

At seventeen, Ren left home with thirty francs and a borrowed suitcase. He found work as a mechanic's apprentice in Nice, sleeping in the back of the garage for two years. He learned every bolt, every wire, every whisper an engine could make. He learned that machines, like people, revealed their true nature to those who paid attention.

The hardships came relentlessly. In 1978, Ren lost everything in a fire that consumed the small repair shop he had finally saved enough to open. No insurance. No savings. No help coming.

He rebuilt. Brick by brick. Wrench by wrench.

In 1983, his wife Marie was diagnosed with a rare illness. For three years, Ren worked double shifts to pay for her treatment while spending every free moment at her side. When she recovered against all odds, Ren made a vow: he would build something that would ensure they never felt that vulnerability again.

In 1987, with one car borrowed from a friend—a 1985 Mercedes 300SL—Ren Tatard Luxury Rentals was born. Not from grand ambition or business acumen, but from a simple thought: treat every car as if it were your own. Treat every client as if they were family.

For seven years, Ren worked alone. He answered every call personally. He washed every car himself. He knew each client by name, knew their children's birthdays, knew how they liked their coffee. He still does.

Today, at seventy-two, Ren still arrives at the Monaco office every morning at 6:00 AM. He still personally inspects every new asset before it joins the fleet. He still calls longtime clients on their anniversaries. He still believes that a handshake means something.

Marie passed away peacefully in 2021, after forty-six years of marriage. In her memory, Ren established the Marie Tatard Foundation, providing medical care to families who cannot afford it. "She would have wanted that," he says simply. "She always thought of others first."

When asked about his legacy, Ren shrugs. "Legacy is a big word for simple things. I wanted to do honest work. I wanted to take care of my family. I wanted people to trust me. If I have done those things, it is enough. It is more than enough."