In 2005, Ithaca Capital established a car rental and limousine company and subsequently grew it to be the largest player in Pakistan operating out of 9 offices across 5 major cities. Optimus Limited has been operating as the exclusive licensee of Hertz in Pakistan since 2005. It provides vehicle operating leases to the largest corporations and has been a significant fulfilment partner for ride-hailing services such as Uber and Careem.