"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.
"These need explanations. They are not for the faint of heart," Sheldon says. And for the real sports car enthusiast, it must be noted that all of the cars in Hertz's Dream Car collection are automatic transmissions -- no standards available. Still, Sheldon says, the collection definitely separates Hertz from the pack. "I think it goes beyond being competitive," Sheldon says. "This is another niche for Hertz to have that the competition does not." This isn't the first time Hertz has branched into specialty cars. The company already offers a line it calls the Green Traveler Collection -- hybrid, electric and clean diesel vehicles that offer high fuel efficiency and are easy on the wallet. Hertz operates in North America, Europe, Latin America, Asia, Australia, Africa, the Middle East and New Zealand.