From one thousand to 50 million: How one of businesses young elites went from eager immigrant to luxury tycoon

Born from a determined 18-year-old’s dream and just $1,000, luxury automotive group Halo now turns over $50 million annually and isn’t showing signs of slowing down. 

The brainchild of luxury tycoon Pedro Williams, Halo comprises seven enterprises, including two prestige automotive dealerships, a European motor service center, a finance brokerage, a vehicle subscription service, and luxury automotive rentals. 

With celebrity clientele and weekly bookings in the tens of thousands, Halo Rentals is the group’s current driving force—a subsidiary that taps into one key cultural phenomenon: exclusivity appeal. 

With Australia’s luxury car market expected to grow at a compound annual growth rate of 5.28 percent between 2022 and 2027 and the national luxury goods market skyrocketing by up to 12 percent this year, it’s clear there’s demand for prestige. 

By offering clients the ability to drive high-end vehicles without a long-term commitment, Halo Rentals answers demands for indulgence and desires for status and offers an unmatched premium experience, which Pedro attributes largely to his team.

“The most important thing in business is working with the right people,” he said. 

“First, you decide who, and then you decide what, where, when, and how. There’s a ceiling in business, and you can’t go above it without a dynamic team.”

Selecting an enterprising workforce comes as naturally to Pedro as recognizing new commercial opportunities—something which has seen him evolve from a lone Brazilian expat to a multimillionaire.
 

“My people have to have three specific attributes,” he said. 

“They must be intelligent, ambitious, and determined. Having a group of like-minded individuals working towards a common objective creates a powerhouse, and I’d be nothing without my team.” 

But Pedro did get some of the way without anyone behind him. 

After teaching himself English, Pedro’s early days as a go-getter saw him secure a citizen sponsorship job with a luxury hotel chain, working on major international leadership projects, training people in premium customer service, and setting up state-of-the-art operations. 

Entrepreneurial at heart, Pedro simultaneously started his own business selling luxury vehicles while also trailblazing international hotel operations across Southeast Asia and beyond.

Now, 15 years later, Halo Rentals is the biggest luxury automotive service in Queensland with a mammoth social media presence, five-star reviews, and a clientele of NRL players, a world champion boxer, and viral online personalities.

“I pride myself on developing an owner’s culture which has proven time and again to cultivate growth and enable big dreams,” Pedro said. 

His key advice to others is to believe in your ideas and take risks. 

“Risks can change you,” he said. 

“They will make you braver, stronger, and more confident, and unless you take a chance on that dream, you’ll never know what’s on the other side.” 

And Pedro’s ambitions don’t stop there. 

With a recently-acquired luxury property on the Gold Coast and a superyacht docked at port, Halo will soon evolve into a luxury lifestyle brand offering clients with the most lavish taste access to premium rentals of all kinds, including private jets. 

Having doubled Halo’s size for six consecutive years while serving the luxury market end-to-end, Pedro will soon pivot to giving back to those who need it most.  

“I’m very passionate about empowering young Australians to realise their dreams,” he said. 

“I’m excited to be working on a project where I’ll be partnering with aspiring entrepreneurs to help them on their pathways to success. I’ll be releasing more details on this soon.”

To learn more about Pedro’s journey and to keep up-to-date with his current projects, visit linktr.ee/pedrowilliams.

HALO fast facts: 

  • Halo employs a team of 35 in South East Queensland 
  • Queensland’s biggest luxury rental service, Halo, will open its second branch in Southport this September
  • Halo Rentals is the only service in Queensland that stocks a Lamborghini Aventador S 
  • Other supercars within the fleet include a Rolls Royce Ghost, Lamborghini Urus, McLarens, Ferraris and more 
  • With the fleet consistently booked out, clients are encouraged to reserve their experience in advance 

Learn more or book your dream car at halorentals.com.au