Herrera alleged that customers were unknowingly buying the supposedly optional PlatePass and paying up to $24.75 in extra fees because the companies’ practices. Many customers paid over $30 to cross the bridge once.
In a statement, Herrera said, “Accurate pricing is the backbone of a fair marketplace, but in too many industries, consumers don’t know the true price because of hidden fees. Many Hertz customers were unwittingly paying more than quadruple the actual toll just to cross the Golden Gate Bridge once.”
“The Golden Gate Bridge is an international icon, but charging someone $32 to cross it is simply wrong. We put a stop to that. And because of this case, Hertz has reduced its toll service fee nationwide,” he added.
Details of the settlement agreement
Under the settlement agreement, Hertz and ATS agreed to pay San Francisco $3.65 million. The city will use the money for future consumer protection enforcement.
The companies also agreed to provide customers at Bay Area locations with a Hertz rental record that includes terms of the Golden Gate Bridge District’s one-time payment option.
