Leicester is a city that has a very long and rich history dating back as far as the Romans. The city is located in the East Midlands next to the River Soar and it is estimated that there are 450,000 people that live in the urban area. Explore the Midlands with Car Hire Leicester. The city was mentioned in the Doomsday Book and grew from a market town to a heavily industrialized city in the 19th Century, It was prominent in the shoemaking, hosiery and engineering industries at that time. Today the city is very multicultural with a large population from South Asia having set up home in the city adding a special diversity. Car Hire Leicester will help simplify your journey.