Hertz is trying to ride Uber's robotaxi wave

Hertz’s new side hustle

Hertz is no longer just asking you where you want to go with a rental key in hand. It’s now trying to become the backstage crew for Uber’s next act, too. The company said its affiliate Oro Mobility struck two strategic fleet partnerships with Uber: one for autonomous robotaxis and another for driver-led fleet operations.

The robotaxi angle

Under the deal, Oro will handle the unglamorous but essential stuff for Uber’s autonomous program — charging, maintenance, repairs, cleaning, and depot staffing. Basically, all the parts that keep a fleet from turning into a very expensive parking lot. The first launch is expected in the San Francisco Bay Area later this year, with possible expansion in 2027.

Not just robots, humans too

The second partnership is a more old-school ride-hailing play. Oro-employed drivers will operate vehicles on the Uber platform, with service already live in Los Angeles and San Francisco and Northern New Jersey set to launch this spring. So Hertz is betting it can be useful whether the future arrives with a steering wheel or without one.

Why investors cared

This is classic “we’re more than our old business model” energy. Hertz says Oro is part of a push into new mobility segments beyond rental cars, using its fleet management and logistics muscle in a market that could scale nicely if Uber keeps widening the lane.

Big picture: Hertz is trying to turn fleet ops into a growth story, and the market clearly likes the plot twist.