PARK RIDGE, N.J. -- In
a first for the car rental industry, Hertz said it will allow
customers to reserve a specific brand or model of car or SUV at 23
major airports in the U.S. starting next year.
The move is part of
a number of upgrades to Hertzs frequent renter program, #1 Club,
including discounts on child seats and the elimination of
additional driver charges for spouses and domestic partners of #1
Club members.
The key enhancement,
however, will allow #1 Club members to pick and choose among
specific brands and models instead of the traditional practice of
choosing a car class and having any car within that class assigned
to you.
The change will go
into effect for bookings starting Dec. 1 and applies to rentals
picked up starting Jan. 2. No extra costs are involved.
The program will
launch initially in 12 airports in Florida and California,
including Miami, Orlando, Los Angeles and San Francisco; 11
additional airports across the country will be added to the program
later next year.
The program will only
be available to customers who rent cars by the week or for the
weekend, which Hertz said will allow it to better manage inventory
and honor customer requests. Typically, a weekend rental involves
pick up after noon on a Thursday and return by midnight on a
Monday.
In addition, Hertz
said the brands and models chosen for the initiative are those that
are in greatest supply within its overall fleet, including the Ford
Taurus, Mazda6, Toyota Camry and the Explorer and Expedition SUVs
from Ford.
Hertz customers
currently can request a specific car or SUV through Hertzs Prestige
Collection program, which includes high-end models like Jaguar,
Land Rover and Volvo, but they pay a premium for the privilege.
Hertz said it used the Prestige Collection program, which it
launched in 2001, as a model for the new initiative.
To contact
reporter Jorge Sidron, send e-mail to [email protected].