[legitster]

I am not sure where you are getting the Hertz pricing. I went to their site for SF and selected an "Intermediate SUV" and those exact days and it's giving me $184 with all fees included. It's quoting me $306 for a whole week. Comparing daily rate to daily rate may actually be misleading here.

It probably doesn't matter that much - I suspect that for your target clientele (urbanites who need a car for a weekend trip), this is probably the range you want to be competitive in anyway.

[lsiebert]

Well there's usually a gas fee if you haven't filled up.