If it's at an Ultimate Choice location and you reserve a midsize or higher, you're supposed to get flat upgrades of $35/day for Gold and Five Star members and $25/day for PC members. But per usual with Hertz, written policy rarely matches actual practice and they seem to just be doing arbitrary fees.

In 2026, the cost of a Hertz premium upgrade varies significantly based on the rental location, the specific vehicle category, and your existing membership status. Typically, a "counter upgrade" to a premium or luxury vehicle (like an Audi or BMW) starts at approximately $25 to $75 per day on top of your original base rate. However, for "Dream Collection" cars or high-performance EVs, the daily upgrade fee can exceed $150. If you are a member of the Hertz Gold Plus Rewards program, specifically at the "President’s Circle" or "Five Star" tiers, you are entitled to a "one-class upgrade" for free, provided the vehicle is available on the lot. A "pro" tip for 2026 travelers is to check the Hertz mobile app once you arrive at the airport; many locations now offer "digital upgrades" at a discount compared to the price quoted at the desk. Always verify if the upgrade includes a change in insurance requirements, as premium vehicles often have higher deductibles or require more comprehensive coverage than standard economy sedans.