Hertz Launches Oro Mobility to Manage 35,000-Unit Uber Robotaxi Fleet
HTZ•Commanding 35,000 Lucid vehicles, Hertz's new affiliate Oro Mobility will manage Uber's autonomous robotaxi operations—including charging, maintenance and on-site staffing—in the San Francisco Bay Area later this year with 2027 expansion planned. Oro also runs Uber driver-led fleets in Los Angeles, San Francisco and Northern New Jersey.
1. Launch of Oro Mobility
Hertz has formed Oro Mobility as a separate affiliate to oversee end-to-end fleet management services for Uber, marking its first major partner in the autonomous mobility space and aligning with Hertz’s strategy to diversify beyond traditional car rentals.
2. Autonomous Robotaxi Operations
Oro will handle charging, cleaning, maintenance, repairs and on-site depot staffing for Uber’s autonomous robotaxi program, which pairs Lucid SUVs with Nuro self-driving technology. Services are set to go live in the San Francisco Bay Area later this year, with network expansion planned for 2027.
3. Driver-Led Fleet Program
Under a parallel agreement, Oro employs drivers to operate Uber platform vehicles, following a successful Atlanta pilot. The driver-led program is now active in Los Angeles and San Francisco, with Northern New Jersey launches slated for spring.
4. Competitive and Growth Outlook
The Oro initiative positions Hertz against competitors like Avis’s Waymo operations and leverages Uber’s commitments for at least 35,000 Lucid vehicles. This hybrid model of autonomous and driver-led services could reshape mobility offerings and drive new revenue streams.
