Hertz’s Oro Mobility to Operate Uber’s 35,000-Vehicle Autonomous and Driver-Led Fleet

Hertz has launched Oro Mobility as a separate operating affiliate to oversee Uber’s autonomous robotaxi and driver-led ride services. Uber is Oro’s first major partner, extending their existing rental relationship into full-scale fleet operations and maintenance.

Oro Mobility will handle charging, cleaning, maintenance, repairs and on-site depot staffing for Uber’s self-driving Lucid vehicles paired with Nuro technology. These services are set to begin in the San Francisco Bay Area later this year, while a driver-led fleet pilot has moved from Atlanta to active deployments in Los Angeles and San Francisco, with Northern New Jersey planned this spring.

Uber has lined up orders for at least 35,000 Lucid vehicles—starting with 10,000 Gravity SUVs followed by 25,000 mid-sized EVs—and holds an 11% equity stake in Lucid. The Nuro partnership supplies autonomous technology for the robotaxi units on Uber’s platform.

This operational deal deepens Uber’s autonomous strategy and marks Hertz’s push beyond traditional rentals into mobility services. Competitors like Avis already manage Waymo fleets, and Uber has a separate agreement to deploy up to 50,000 Rivian robotaxis by 2028, positioning the company in a rapidly evolving market.