The problem is that Hertz in Sweden is a license taker, it is not Hertz itself that is running the business over here.
Hertz in Sweden is completely driven by Volvo. Have you never wondered why there is 80% Volvo cars in Hertz' fleet? ;-)
That unfortunately kills all the nice perks that you will notice as a Gold, Five Star or even Five Star Enhanced member in other countries.
In other countries that really makes a different compared to the competition. Not in Sweden.
"Upgrades": You'll only get upgrades if you are lucky at ARN or GOT. Have tried that at a bunch of other stations but it has never worked out.
"Save Time": The gold counter is only available at both airports mentioned above, not at smaller stations
"Speedy returns": In the Netherlands, Germany, U.S., or other countries you will receive the final invoice when you return the car. The employee prints that one with his PDA. They don't have that system in Sweden. I usually have to wait 1-3 business days to get my final invoice that I can use for my travel expense claim.
"Hertz Rewards": If your primary address is in Sweden, you cannot participate in the rewards program. Even if you are a rewards member in any other of the participating countries, you will not receive rewards points if you rent at Hertz in Sweden.
Very unfortunate in my personal opinion.
P.S. Sorry, my Swedish is not good