Depends on your priority - cheap or quality.

Cheap local companies might offer older cars, but the big nationals have near new cars and more back-up and better locations. Depending on where/when you want it, the big guys can sometimes surprise.

If you are getting one in Spain I would highly recommend CarJet.com - never let us down and always top quality with useful extras like free 2nd driver etc.

One thing to rkeep the prices in perspective, though, is to remember that hiring a £14k Focus might be £30 per day, but to hire a £300 dinner suit could cost £50 for a weekend.