Premium EVs and airport perks: how the Hertz Ultimate Choice program is evolving

Hertz is quietly reshaping its airport rental mix with the Ultimate Choice program, giving frequent renters more say over the exact car they drive, including selected premium and electric models at major US locations.

Edited by ad hoc news New Releases & Launches Desk. Reviewed before publication on 06/15/2026 at 8:25 PM ET. Details in the imprint.

Hertz is leaning harder into flexibility at major airports with its Ultimate Choice program, which lets loyalty members pick their specific rental car directly from a dedicated zone rather than accepting a pre-assigned vehicle. At large US locations, that now includes rows of SUVs, sedans and selected electric vehicles that renters can choose from based on their tier, reservation and availability. The service is marketed as a way to shorten counter time and give customers more control over vehicle size, features and brand at some of the busiest Hertz stations.

What Hertz Ultimate Choice actually offers at the lot

Ultimate Choice is available to members of the Hertz Gold Plus Rewards program, with separate selection areas for general Gold customers and for elite Five Star and Presidents Circle tiers at participating airports. According to the company, eligible renters with a midsize or higher reservation can bypass the counter and walk directly to their designated zone, where they are free to choose any vehicle from that row and drive out after a quick exit-gate check. Hertz highlights that higher tiers typically see a wider range of cars in their area, including more crossovers and better-equipped trim levels. The official Hertz program description notes that selection can include compact through full-size cars, SUVs and occasionally specialty vehicles, depending on location and fleet mix.

At major US airports such as Atlanta, Dallas-Fort Worth, Los Angeles and Orlando, Hertz positions Ultimate Choice as the core experience for Gold members, with signage and separate parking rows that keep self-service customers away from traditional counter queues. Locations that offer the program generally allow changes on the spot within the same booking class, so a renter holding a midsize reservation might opt for a compact SUV if one is parked in their zone and labeled as eligible. Hertz emphasizes that while the program expands choice, specific models, colors or powertrains are not guaranteed, and all selections remain subject to real-time fleet availability at the individual station.

For business travelers, the main draw is time savings and predictability: frequent renters can land, walk straight to the Gold area, pick a car that fits their luggage and seating needs, and exit without waiting in line at a counter during peak hours. The program integrates with the Hertz app and website, where eligible customers receive stall information and zone designation before they arrive at the lot. In addition, Hertz Gold Plus Rewards members earn points on Ultimate Choice rentals, which can be redeemed for free days, upgrades or specialty vehicles on future trips. Consumer reviews and travel blogs generally point out that the value of the program increases at high-volume airports with larger fleets and more diverse inventory.

Hertz also uses Ultimate Choice to showcase selected premium and electric options within the same self-service framework. After the company’s much-discussed fleet reset, many locations now emphasize newer internal combustion models, but some stations continue to make Teslas and other EVs available either in the general Gold zone or as upgrade-eligible vehicles. Travel-industry coverage notes that renters should always check local terms, as specific EV availability and upgrade pricing vary widely between airports, and some locations may restrict certain models to dedicated premium or specialty rows. A detailed explainer from The Points Guy underscores that the mix can change month to month as Hertz rotates fleet composition and trims back underperforming categories.

From an operational perspective, Ultimate Choice helps Hertz keep cars moving without tying individual vehicles to specific reservations far in advance. By placing a range of models in the same booking category on the lot and letting renters decide at arrival, station managers can react quickly to demand spikes and reposition vehicles across rows if certain segments are running short. Industry analysts have pointed out that this kind of dynamic lot management is particularly important at airports, where arrival patterns, flight delays and sudden weather events can skew demand for larger cars and SUVs. Hertz, Avis and Enterprise all operate some version of self-selection lanes, but the branding and tier structure around Ultimate Choice are key to how Hertz differentiates its loyalty program.

On the customer-experience side, the program ties directly into the Hertz Gold Plus Rewards ecosystem, which offers three main status levels with differing benefits and selection zones. Gold is the entry tier that gives access to basic Ultimate Choice rows, Five Star adds higher odds of finding roomier or better-equipped cars in its section, and Presidents Circle offers the widest on-lot selection along with priority service lines. Hertz also occasionally runs promotions that grant temporary status boosts, which can make Ultimate Choice more attractive to infrequent renters who happen to travel during a campaign period. The company’s marketing material emphasizes that joining Gold Plus Rewards is free, which lowers the barrier for leisure travelers who rent only a few times per year.

Strategically, Ultimate Choice sits at the center of Hertz’s effort to retain frequent travelers at a time when rideshare usage, teleconferencing and corporate travel policies are reshaping demand patterns. The program allows the company to highlight newer vehicles and selected EVs to loyalty members without promising specific models in advance, a balance that helps with both marketing and fleet logistics. For investors, the initiative is one of several levers Hertz is using to differentiate its airport offering and support pricing power where customers perceive added value in flexibility and time saved. Shares of Hertz Global Holdings (US42809H1077) traded on the OTC market at around $3 in mid-June 2026, after the company was delisted from Nasdaq earlier this year amid financial restructuring efforts, according to recent market data from OTC Markets and financial press reports. The OTC Markets quote page for Hertz reflects current trading status and pricing history.

Hertz Ultimate Choice at a glance

• Product: Hertz Ultimate Choice (airport self-selection program)
• Manufacturer: Hertz Global Holdings Inc.
• Category: New Release/Launch - rental service program
• Launch date: Initially rolled out in stages from 2016; expanded and updated at major US airports in subsequent years
• MSRP / Price: Included with eligible Hertz Gold Plus Rewards rentals; standard rental rates and any upgrade fees apply
• Availability: Participating Hertz airport locations in the US and selected international markets, primarily at larger stations with dedicated Gold zones
• Target audience: Frequent business and leisure travelers who value shorter wait times and on-the-spot vehicle choice
• Key differentiator / USP: Self-service selection of specific vehicles within the reserved class for loyalty members, with tier-based zones that can include premium and electric models at larger locations

This article was a.i.-assisted and editorially reviewed. Product information without warranty; prices and availability may change at short notice. Not investment advice and not a buy or sell recommendation. Trading involves risk up to and including the total loss of invested capital.