Eager to differentiate themselves from one another, car rental companies are raising the bar, and offering luxury models to their wealthier customers. Probably not aimed at business travellers, rental companies are now stocking exotics for travellers who want a once in a lifetime thrill behind the wheel of something special. Some of the bigger car rental companies have been adding the finest cars that money can buy to their inventory. Parked beside the Toyotas and Chryslers are Aston Martins, Bentleys, Teslas and Ferraris, all available for rent, but don't expect your per diem to make a dent in the payment. "We try to sell a lifestyle, not just an exotic vehicle," said the manager of a car rental company located in Las Vegas. His company will deliver a luxury car directly to the customer, whether it be a $2,200 per day Rolls Royce or a $900 per day Ferrari California. The licence plates do not reveal that the car is a rental, allowing customers to pretend that the car is their own. The company even offers discrete key fobs, with no car rental agency tags attached.