My company mandates it

Otherwise the lack of recognition for 50 rentals a year (most of them for a whole week) isn't much fun. The only times I rent personally I tend to get the same service as if I'd not rented a single vehicle for the rest of the year as each location attempts to keep its good cars/upgrades for their own good customers (imho) so the status doesn't reflect accross the chain. Plus, as a European driver I get no #1 points so, no free rentals and no other benefits from all my business