Luxury car rental service heats up

A local startup that leases high-end cars is about get some hefty competition from Hertz, the global car rental giant moving its headquarters from New Jersey to Lee County.

Hertz, which announced its corporate relocation in May, more recently announced Hertz Dream Cars. The division will rent a “line of a ultra high-end performance vehicles that redefine the premium car rental experience,” according to a statement. Every Dream Cars customer, the company says, will receive personalized white glove service.

“The launch of Hertz Dream Cars gives consumers the opportunity to experience luxury travel at its finest,” Hertz Chairman and CEO Mark Frissora says in the release. “The experience starts with a choice at select rental locations of some of the finest vehicles built on the planet. We ensure the travel experience with a Hertz Dream Car will be unforgettable.”

That kind of memorable experience is what entrepreneur Larry Starr targets with Sarasota-bases Autoxotic. Starr, who runs companies in commercial real estate and resort properties, founded the business late last year. (See Business Observer, April 23.)

Autoxotic offers short-term rentals, one-day rentals and other fractional ownership plans for a variety of rare and exotic cars, from a Ferrari to a Rolls Royce. One pitch is to lease cars to executives who seek to reward top sales employees with an unusual bonus.

Hertz also offers an extensive menu of the world's top cars. The list, the company says, includes an Aston Martin V8 Vantage; a Lamborghini Gallardo; an SRT Viper; and a Tesla Model S. Several Mercedes-Benz and Porsche models will also be available. The Dream Car service is in 35 Hertz markets nationwide, including Fort Myers and Tampa Bay and Jacksonville, Miami, Orlando and West Palm Beach.