Travelers are increasingly expecting more from car rental than simply getting from Point A to Point B. From a seamless digital experience to personalized recognition and meaningful loyalty rewards, consumers are bringing the expectations they have developed with airlines, hotels and other travel brands to the rental car industry.

SIXT is seeing that shift firsthand.

Just 10 months after launching in the U.S. – ahead of projections – the company’s SIXT ONE rewards program has surpassed 1 million U.S. members, signaling strong consumer interest in a more premium, rewarding approach to car rental.

As one of the world’s leading premium mobility providers, with a presence in more than 100 countries, SIXT has a unique vantage point on this shift. Across its markets, the company is seeing travelers move away from choosing a rental car company on price alone – and toward companies that deliver on quality, service and recognition.

Tom Kennedy, President, SIXT North America: “Reaching 1 million SIXT ONE members in just 10 months is about much more than the number. It tells us that travelers are looking for more from their rental experience. They want to be recognized, rewarded and given the kind of seamless, premium experience they have come to expect from the rest of their travel journey. SIXT ONE was built around those expectations, and the response from U.S. travelers has been extraordinary.”

SIXT ONE members have embraced the program’s combination of member-exclusive rates, rewards points, status benefits, vehicle upgrades and digital convenience, giving travelers more reasons to choose SIXT again and again.

Celebrate 1 Million with Double the Rewards

To celebrate reaching 1 million U.S. members, SIXT is giving its loyalty community even more reason to get behind the wheel.

For a limited time, SIXT ONE members will earn 2X SIXT ONE Status Points on qualifying rentals booked for pick-up and return between Aug. 17 and Aug. 31, 2026, subject to applicable terms and conditions. Status Points advance members up SIXT ONE tiers, unlocking benefits like higher member discounts, member-only offers, the ability to skip the counter, accelerated points earning and complimentary upgrades.

The limited-time offer gives existing members a faster path to their next SIXT ONE tier while inviting travelers who have not yet joined SIXT ONE to become part of the growing community.

Kennedy: “We wanted to celebrate this milestone with the people who made it possible – our customers. Double Status Points is our way of saying thank you while giving members an even greater reason to experience SIXT.”

From Rental Transaction to Travel Experience

The rapid adoption of SIXT ONE reflects an evolution in how consumers think about car rental. As travelers become accustomed to loyalty programs that recognize their preferences and reward repeat engagement across airlines, hotels, credit cards and travel platforms, the rental car is increasingly becoming another part of the overall travel experience where price alone is no longer the deciding factor – and where customers expect value, personalization and service in return.

SIXT ONE is designed to meet that expectation.

Members receive access to exclusive rates and earn points on qualifying rentals, while progressing through SIXT ONE status levels that unlock additional benefits and recognition. Combined with SIXT’s digital rental experience and premium vehicle offering, the program is designed to make every rental more rewarding.

SIXT’s focus on the customer experience has been recognized across the travel industry. The company was named “Best Car Rental & Mobility Innovation” company at the 2025 Frequent Traveler Awards, “#1 Rental Car Company” in the 2025 USA TODAY 10Best Readers’ Choice Awards, and one of Travel + Leisure Readers’ Five Favorite Car Rental Companies for two consecutive years (2024 and 2025).

One million members in 10 months is only the beginning.

SIXT ONE is now focused on welcoming the next million travelers to a different kind of rental experience – one where customers are recognized not simply for renting a car, but for choosing SIXT.

For more information or to join SIXT ONE, download the SIXT app or visit www.sixt.com/sixt-one.

Offer valid for qualifying rentals with pick-up in the United States between August 17–31, 2026 (pickup and return dates). SIXT ONE and standard SIXT terms and conditions apply.

About SIXT

Sixt SE with its registered office in Pullach near Munich, is a leading international provider of high-quality mobility services. With its products SIXT rent, SIXT share, SIXT ride and SIXT+ car subscription the company offers a uniquely integrated premium mobility service across the fields of vehicle and commercial vehicle rental, car sharing, ride hailing and car subscriptions. The products can be booked, among others, through the SIXT App, which also contains the services of its renowned mobility partners. With the global rewards program SIXT ONE, the company is also strengthening customer retention across its core markets and offering members a fully digitally integrated experience with attractive benefits when renting vehicles. SIXT has a presence in more than 100 countries around the globe. The company offers its customers experiences that inspire and exceed their expectations – through a lived culture of innovation, a consistent premium offering in terms of fleet and service, and an attractive price-performance ratio. The Group achieved consolidated earnings before taxes of EUR 400.5 million in 2025 and a significant increase in consolidated revenue to EUR 4.28 billion. Sixt SE has been listed on the Frankfurt Stock Exchange since 1986 (ISIN ordinary share: DE0007231326, ISIN preference share: DE0007231334). For more information, please visit https://about.sixt.com/en/.

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