I did have my Hertz status matched by Avis. Here is what I did.

Called Customer service and asked how many rentals I needed before I would start receiving free upgrades. I explained that I already received the upgrades from Hertz #1 Gold, but if I got them from Avis I would happily switch due to the fact that I found Avis' pricing better. Without hesitation the CSR told me that she had up'd me to Avis First, but that I would have to maintain the 12 rentals to retain the status next year.

There was no negotiation or begging, it was a 2 minute conversation.