"We thought if the consumers who live there own these, perhaps there's more of an interest in them," Sheldon says. Some of the locations where dream cars are available include Los Angeles, Miami, San Francisco, San Diego, Boston and Las Vegas. Hertz declined to reveal how much it invested in the program. A large component is the accompanying white-glove, VIP treatment Hertz gives customers who rent the luxury cars, Sheldon says. The experience includes customers being greeted by a Hertz representative at the airport terminal with the dream car or picking the guest up and bringing them to the Hertz facility. Before being allowed to drive the car, there's also a brief explanation of the car's workings, Sheldon says.