I think some don't realize when they are getting an upgrade. For instance, reserving a Sentra and getting a Corolla is technically a upgrade. It just doesn't seem like it

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It has been worse this year than it was last year. Last year I would get SUVs, Buick, Mercedes, and some cars from the Adrenaline collection. This year, my best upgrade was a Jeep Liberty.
Now, I very rarely get a *good* upgrade. Granted I always rent an intermediate, i'll take the full-size when they give it to me. It could also be that I rent 99% of my rentals from the same location. They know I'm coming back.
Just as a reference, I have 43 rentals this year.