Beyond GPS: The New Wave of Rental Car Add-Ons Explained

Renting a car used to involve a simple checklist of extras: GPS, a child seat, or maybe satellite radio. But as vehicles become more like computers on wheels, the options offered at the rental counter are evolving. If you’ve wondered about the new, tech-focused add-ons available today, you’re in the right place.

The Big Shift: From Physical Gadgets to Digital Upgrades

The most significant change in rental car add-ons is the move away from physical devices you plug in and toward digital features already built into the car. Modern vehicles often come equipped with advanced hardware for things like heated seats, premium sound systems, or sophisticated driver-assist features.

However, access to these features is sometimes controlled by software. Rental companies, in partnership with manufacturers, are beginning to monetize this by offering you the chance to “unlock” these premium features for the duration of your rental. This is the core of the new add-on landscape. Let’s explore the most common innovations you might see.

Key Innovations Showing Up at the Counter

When the agent asks if you’d like to add anything to your rental, the options may go far beyond what you expect. Here are the main categories of new add-ons and a look at whether they provide real value.

1. On-Demand Feature Subscriptions

This is the most talked-about innovation. You are essentially paying a daily fee to activate a luxury or convenience feature that is physically present in the car but disabled by default.

  • What It Is: These are temporary software unlocks for built-in hardware. Common examples include activating heated or ventilated seats, turning on a heated steering wheel, or enabling advanced infotainment features like premium sound system settings.
  • Who Offers It: This trend is being pioneered by luxury brands whose cars are in rental fleets, such as BMW and Mercedes. Companies like Sixt, which have a large fleet of premium vehicles, are prime locations to encounter these offers.
  • Typical Cost: This can range from \(5 to \)25 per day, depending on the feature. A heated seat package might be on the lower end, while unlocking a more advanced performance mode could be more expensive.
  • Is It Worth It? This depends entirely on your needs. Renting a car in Chicago in January? Paying $7 a day for a heated steering wheel and seats might feel like a fantastic deal. Renting in Miami in July? It’s completely unnecessary. Always consider the climate and the length of your drives before saying yes.

2. Electric Vehicle (EV) Charging Packages

With the surge in EV availability from companies like Hertz and Avis, a new category of add-ons has emerged to address “range anxiety” and the hassle of charging.

  • What It Is: These packages simplify the charging process for your electric rental. The most common offer is a pre-paid charging plan. For a flat fee, you can use a partner charging network (like Hertz’s partnership with EVgo) without needing to set up a separate account or pay per session. Another popular option is “Prepaid EV Recharge,” which allows you to return the vehicle with a low battery (e.g., above 10%) without incurring a penalty, similar to pre-paying for a tank of gas.
  • Who Offers It: Hertz is a major player here, but Avis, Enterprise, and other major rental companies with growing EV fleets are also introducing similar products.
  • Typical Cost: The “Prepaid EV Recharge” option often costs between \(25 and \)35. All-inclusive charging plans can vary more widely based on the rental duration and location.
  • Is It Worth It? For short trips, the Prepaid EV Recharge is often a great value. It saves you the time and stress of finding a charging station right before you have to catch a flight. For longer rentals where you’ll need to charge multiple times, a network pass can be convenient, especially if you’re unfamiliar with the different charging providers in the area.

3. Advanced Driver-Assistance Systems (ADAS)

While many new cars come with standard safety features, some of the more advanced semi-autonomous driving aids are reserved for higher trims. Rental companies are now offering these as premium safety add-ons.

  • What It Is: This is an upgrade that activates a suite of high-tech safety and convenience features. This commonly includes Adaptive Cruise Control (which maintains a set distance from the car ahead), Lane-Keeping Assist (which helps steer the car within its lane), and sometimes more advanced highway driving assistants.
  • Who Offers It: This is often seen with brands that heavily market these technologies, like Tesla (Autopilot), Volvo (Pilot Assist), and others. Rental companies that feature these brands, including Hertz and Enterprise’s exotic car collection, may offer them.
  • Typical Cost: Expect to pay between \(15 and \)30 per day for these advanced packages.
  • Is It Worth It? If you have a long highway road trip planned, ADAS can significantly reduce driver fatigue and make the journey more relaxing and safe. For city driving with lots of stop-and-go traffic, the benefits are less pronounced, and you can probably skip this add-on.

4. In-Car Wi-Fi Hotspots

While not brand new, the technology and integration of in-car Wi-Fi have improved dramatically, making it a more compelling offer than ever before.

  • What It Is: For a daily fee, the car’s built-in cellular connection is activated, turning the vehicle into a mobile Wi-Fi hotspot. This allows multiple passengers to connect their laptops, tablets, and phones to the internet without using their own mobile data.
  • Who Offers It: Nearly all major rental companies, including Avis, Budget, Hertz, and Enterprise, offer this service.
  • Typical Cost: The price is typically between \(10 and \)25 per day, often with a weekly cap.
  • Is It Worth It? This is highly situational. For families on a road trip, it can be a lifesaver for keeping kids entertained on their devices. For international travelers, it’s an excellent way to avoid expensive international data roaming charges. If you’re a solo traveler who just needs navigation, your phone’s data plan is likely sufficient.

Frequently Asked Questions

Can I negotiate the price of these add-ons? It’s very unlikely. The prices for these features are typically set in the company’s system and are not negotiable at the counter.

Do I need to buy the rental company’s insurance if I have a premium credit card? Many premium credit cards offer primary or secondary rental car insurance. It is crucial to call your credit card company before you travel to understand exactly what is covered, the limitations, and what documentation you would need in case of an accident.

What happens if I don’t pre-pay for EV charging and return the car with a low battery? You will be charged a significant fee. The fee is often a combination of a service charge plus a per-kilowatt-hour rate that is much higher than public charging rates. It is almost always cheaper to use the pre-paid option or return it with the required charge level.