Riding in Style

Luxury car rental service

A bright red Ferrari 355 can be yours for the day through a new luxury car rental service called Driven Image, which has gathered 24 exotic car rental companies in 14 states and the District of Columbia, Canada, Great Britain, France, Spain, Switzerland, and New Zealand under an electronic reservations umbrella. Not only does the company allow customers to rent exotic cars easily in far-flung locations, it also gives them a 15 percent discount over each affiliate's usual rates. Available cars in the Driven Image program range from a Mazda Miata ($95) to a Lamborghini Diablo ($1,100). Driven Image makes its money from a $100 reservation fee, which is deducted from the total charge at the time the bill is settled. Even with this fee, substantial savings over the going price can be realized with a multiday rental—and the benefit increases dramatically the more costly the rental is. A worldwide reservations service is thrown into the bargain. For information and reservations: 877-646-2433; www.drivenimage.com.