There’s something awesome about some of the high-end cars. It’s not just the look, it’s the whole package of how the engine sounds when you rev it up to the way it moves on the road when you step gently on the gas pedal. Of course, you don’t always get electric acceleration from a Rolls Royce or a Bentley. That’s the slightly different market of luxury and status. But regardless of individual brand, the common denominator is one of these cultural intangibles. Simply being seen in one of these vehicles is good for your ego and many companies have built up a good niche market in renting them out on a daily rate. That way, “ordinary” people can live the dream for a few hours.
For some time there’s been debate in the mainstream rental industry as to whether any of these higher status vehicles should be added to the fleet. As business executives now jet around the world, there’s a move to add small numbers of these vehicles to the collection points at the hub airports or to make these vehicles available on preorder. That way, people can step out of first and business class, and take a ride to their 5 star hotel and business meetings in a vehicle of appropriate status.
More generally, companies like Avis are diversifying their stock at key airports. Instead of focusing on cheap car rental for standard fleet models, they are offering upgrades to specialty cars from stock.
So instead of driving away in something boring, you can be tempted into a Porsche or BMW Z4, assuming your credit card can stand the shock, of course. Indeed, BMW is allowing its dealers to rent out the top models by the hour or day. If you check your local dealers in the major US cities you should be able to find direct rental terms. Why should this be happening? In part, it’s probably a reaction to the continuing lack of excitement in the economy and driving a cheap car rental. When there’s disappointment all around, it gives us a lift to spend an hour or two living the American dream.