The Sixt Luxury Cars Classic - Sixt SE bets on long-term premium rentals

The Sixt Luxury Cars Classic greets customers with the smell of fresh leather and a line of polished paintwork gleaming under the fluorescent lights at Munich Airport. You walk past an orange Sixt counter, and product lead Johannes Böhm explains why this long-term premium rental is meant to feel like owning without tying yourself down.

Premium cars on long-term hire

Sixt Luxury Cars Classic sits inside the broader Sixt Luxury Cars program, which bundles high-end models from brands like BMW, Mercedes-Benz, Audi and Jaguar into longer rental periods that can stretch over weeks or several months. These cars are positioned above regular Sixt Mietwagen categories, with dedicated booking options and higher mileage allowances.

Instead of the usual two or three days, many Luxury Cars Classic customers pick one vehicle for recurring business trips or a long summer stay, often keeping the same car and plate for a season. Sixt highlights powerful engines, upgraded interiors and modern driver-assistance systems as part of the offering, which targets drivers who care about the experience on long German autobahn runs and cross-border travel.

Flexible use instead of ownership

Sixt positions Luxury Cars Classic as a way to enjoy premium mobility without the financial and practical commitment of buying or leasing. Customers choose from categories such as luxury sedans, SUVs or sports cars and can add tailored extras like additional drivers or cross-border use, all under rental law rather than long-term financing.

In conversation, Sixt SE co-CEO Alexander Sixt often points to the company’s shifting mix towards subscription and flexible models, but luxury rentals remain important for brand perception. A driver stepping into a well-kept BMW 5 Series or Mercedes-Benz S-Class from the Luxury Cars Classic lineup experiences Sixt at eye level with premium manufacturers, even if they return the keys after several weeks.

How booking and pricing work

Luxury Cars Classic is accessed through dedicated booking flows, either online via the Sixt website or app, or directly at major branches like Frankfurt, Berlin and Munich. Pricing depends on the car category, rental duration, included mileage and insurance coverage, with additional fees for one-way rentals or specific pick-up locations.

Unlike Sixt Plus, which functions as a subscription with a monthly flat fee, Luxury Cars Classic remains a rental contract with defined start and end dates. Customers receive confirmation of the reserved vehicle class and, in many cases, a specific model recommendation at the counter. Product manager Miriam Huber describes the target customers as frequent travelers and self-employed professionals who require representative vehicles for meetings and client visits.

Role in the Sixt fleet

Sixt SE reports that its global fleet includes a significant proportion of premium vehicles from German and international brands, purchased or leased in bulk from manufacturers. The Luxury Cars Classic program earmarks part of this fleet for longer, high-yield rentals, which typically run at higher average daily rates compared with entry-level categories.

The company refreshes its luxury fleet regularly, replacing vehicles after relatively low mileage thresholds to preserve the high-end feel. Stepping into one of these cars, you notice firm seat bolsters, crisp steering and upgraded infotainment systems, details that differentiate the experience from a standard compact rental and justify higher pricing.

Competition and positioning

Sixt faces competition from global rental groups such as Enterprise, Hertz and Avis, many of which offer their own prestige or luxury collections in major cities. However, Sixt leverages its strong presence in Germany and parts of Europe, plus partnerships with premium OEMs, to offer a dense network of stations and a wide choice of models within Luxury Cars Classic.

Travel review sites and forums describe Sixt’s luxury offering as relatively consistent in terms of vehicle quality, although availability can vary by station and season. Business travelers in particular compare Sixt against chauffeur services and car-sharing, but often choose Luxury Cars Classic to drive themselves while retaining flexibility over routes and timing.

Online presence and booking channels

The Sixt Luxury Cars pages highlight signature models and categories, using photography of vehicles in urban night settings and on Alpine roads to underline the aspirational angle. Customers can browse categories, check station availability and then log in to finalize a booking, with loyalty members receiving discounts or upgrades.

Beyond the core Sixt Mietwagen site, Luxuy Cars Classic is referenced in corporate presentations and investor materials where premium revenue segments are broken out. Analysts look at the share of high-margin products like luxury rentals and subscriptions when assessing Sixt SE’s profitability and resilience in cyclical markets.

Classic long-term appeal and Sixt SE stock

For Sixt, Luxury Cars Classic is more than a glossy brochure – it anchors the brand in the profitable upper end of the car rental market and supports related products such as Sixt Plus and chauffeur services. In practice, this segment contributes significant revenue from fewer customers, many of whom rent repeatedly and treat the cars almost like personal company vehicles.

On Xetra, the Sixt SE share is driven by a mix of mobility products including luxury rentals, subscriptions and ride services, with Sixt Luxury Cars Classic forming part of the high-margin rental backbone that investors watch closely.