Hertz Corp. is offering a new premium car rental line in 35 markets, including the St. Louis area, the headquarters of its rival in the rental car business, Enterprise Holdings.
Hertz, which operates Hertz, Dollar and Thrifty brands, said its new Hertz Dream Cars fleet offers Aston Martin, Lamborghini, Porsche and Bentley luxury cars.
"We have had high performance cars in our fleet, such as Porsche, for the past few years, but we've expanded the offering," said Hertz spokeswoman Paula Rivera. The luxury cars are primarily offered at Hertz airport locations.
A Porsche rental starts at $350 a day, and Aston Martins begin at $1,000 a day.
Hertz said demand is there both for people who own luxury cars and those who want to drive a luxury car as a one-time event.
"People when they're traveling, especially for leisure purposes, like to splurge a bit," Rivera said.
All cars vary by location, Hertz said. In addition to St. Louis, the other markets with some of the Dream Cars fleet include Los Angeles, Dallas, Boston and Philadelphia.
Park Ridge, N.J.-based Hertz is the second largest rental car company in the U.S., behind Clayton-based Enterprise Holdings, which operates Enterprise Rent-A-Car, Alamo Rent A Car and National Car Rental.
The launch is similar to Enterprise's Exotic Car Collection, which began in Los Angeles in 2006. Enterprise has expanded the luxury car rental service to 13 locations in six states, although not yet in St. Louis. Enterprise's luxury fleet includes Bentleys, Aston Martins and Maseratis.