10 Things Rental Car Companies Won't Say

Just like supermarkets, rental car companies bank on getting their customers to do some impulse buying at the checkout counter—where you can now choose from a sizable menu of à la carte amenities and services. The strategy seems to be working: 2007 revenue reached $21.5 billion, a 21 percent increase since 2002, according to Auto Rental News.

A spokesperson for the American Auto Association says that a rental vehicle tricked out with extra features could run you $20 more a day. Here’s how it breaks down: GPS with turn-by-turn directions costs about $12 a day. Avis and Budget rolled out a service that for a minimal amount each day will let you pay highway tolls electronically—but that fee doesn’t include the tolls themselves. And if you want a baby seat for the minivan, add another bill to the pile.

Companies have also begun pushing specialty cars. In 2007 Avis introduced its “Cool Car” collection, which includes the Nissan Altima Hybrid, Cadillac CTS, and Hummer H3. And even low-priced Thrifty has a “Beyond Luxury” collection, offering cars like the BMW 5-series and Cadillac Escalade. “It can be a place to make money,” the AAA spokesperson says.