Hertz launches affiliate Oro Mobility as part of its strategy to expand into new mobility vectors, announcing Uber as its first major partner and extending the companies’ long–standing rideshare rental partnership.
ESTERO, Fla. and SAN FRANCISCO–(BUSINESS WIRE)– Hertz Global Holdings, Inc.’s (NASDAQ: HTZ) affiliated operating company, Oro Mobility, and Uber Technologies, Inc. (NYSE: UBER) today announced two strategic fleet partnerships, accelerating Hertz’s growth into new mobility vectors and advancing Uber’s autonomous robotaxi and driver-led strategic fleet services.
As one of the world’s largest vehicle fleet operators, Hertz established Oro Mobility (Oro) to provide integrated fleet management solutions across a range of mobility segments. As the industry transitions from personally owned vehicles to commercially operated driver-led and autonomous fleets, Oro aims to fill a critical orchestration and operations gap. Backed by Hertz’s core strengths in fleet and facility management, large-scale logistics, and vehicle maintenance, Oro is designed to manage and service fleets reliably, efficiently, and at scale.
Through its partnerships with Uber, Oro will deliver scalable operational and maintenance services across both autonomous and driver‑led operations in key U.S. markets, reflecting the breadth of the companies’ collaboration across multiple mobility models.
Autonomous Robotaxi Fleet Management
Oro will support Uber’s autonomous robotaxi program of Lucid vehicles equipped with Nuro AV technology, providing day-to-day vehicle asset management, including charging, maintenance, repairs, cleaning, and depot staffing. Services are expected to launch in the San Francisco Bay Area later this year, as Hertz and Uber explore expansion opportunities in 2027.
Driver-Led Fleet Management
Oro has also partnered with Uber to offer strategic fleet services on the Uber platform, utilizing a fleet of high-quality, well‑maintained vehicles operated by Oro‑employed drivers. The model better enables Uber to meet increasing rider demand with a seamless customer experience, while demonstrating Hertz’s ability to deliver turnkey fleet solutions at scale. Following a successful pilot in Atlanta last year, Oro is now also active on the Uber platform in Los Angeles and San Francisco, with Northern New Jersey expected to launch this spring.
“Hertz has spent over a century mastering complex fleet operations at scale, and Oro is how we put that expertise to work in the next era of mobility,” said Gil West, CEO at Hertz. “This partnership with Uber establishes Oro as an integrated solution that connects demand with scalable fleet management services. Through this work, we’re deepening our capabilities across diverse mobility use cases, and positioning Hertz to play a significant role as the industry evolves.”
“Partnering with Hertz’s Oro Mobility will help us continue to bring the best autonomous technology onto the Uber platform and accelerate the transition to a hybrid network in which both driver-led and autonomous rideshare operations can scale and serve communities reliably and efficiently,” said Andrew Macdonald, President and COO of Uber. “By combining Uber’s global platform and marketplace leadership with Oro’s dedicated fleet management expertise, we are well-equipped to meet increasing rideshare demand and deliver a seamless, high-quality rider experience across the entire mobility ecosystem.”
This announcement builds on Hertz and Uber’s long-standing rideshare rental partnership, through which Hertz operates one of the largest rideshare rental fleets in the world. Oro represents the next phase of the companies’ collaboration and reflects Hertz’s strategy to diversify beyond its core Rent-A-Car business and build capabilities that will be central to managing more complex fleets, whether driver-led or autonomous.
Source: Uber Technologies, Inc.
