The following article is supplied courtesy of Motor Industry Magazine, September 2009

For manufacturers, getting involved in daily rental  is a mixed blessing . On one hand it keeps factories open, keeps volumes up and gives many thousands the opportunity to sample a particular model. But it's rarely ever profitable for suppliers, it tends to reduce residual values and it risks devaluing the brand.



So why has Lotus decided to supply Hertz in Italy with an unspecified number of Exige and Elise SC sports cars to ad to the rental firm's "Fun Collection".

Lotus CEO Mike Kimberley says he is delighted at the opportunity "to make our sports cars available to the rental market", while Rome's Lotus dealer is equally enthusiastic. "For many, to drive a Lotus is a long dream. We expect some drivers who hire an Elise or Exige to visit a Lotus dealership afterwards".

On the face of it, this looks like distress marketing by another name, but all manufactuers are struggling to find customers in these difficult times. So perhaps Lotus is to be congratulated for moving some metal while at the same time offering itself the possibility of boosting sales further down the line.

It might also be remembered that Hertz has 'previous' when it comes to persuading a sports car manufacturer to make cars available for its short-term customers. Back in 1966, Hertz and Caroll Shelby collaborated to produce 1,000 Shelby Mustangs especially for Hertz. Painted in black with gold stripes, the first batch all had manual transmissions. After many came back thrashed from race track days, Hertz sensibly switched the specifications to automatic.

The Hertz-Mustang idea has recently been resurrected and a limited edition run of Shelby GT-H cars can be hired from Hertz US, each one painted black with gold stripes. What next, a Hertz Bugatti Veyron?