It's not like it really bothers me or anything to be in the base models, and I certainly don't run in and demand to speak to the manager to get myself into a better rental, but the different levels of treatment depending on which type of car you have is a bit of a jab to the kidney.
I took my BMW motorcycle in to get the gas cap replaced, a job that would have taken me less than 15 minutes to do and before I even got a chance to sit down and wait they offered me keys to a brand new S1000R to amuse myself while waiting. I don't have their fanciest model, I don't take it in there for work other than warranty jobs, and I certainly wasn't going to be buying that S1000R any time soon but they still handed me the keys and treated me like I wasn't inconveniencing them for bringing my bike in for repairs. They even spent an hour hand washing it trying to get all the mud out of it and I apologized to the guy profusely when I found out for his efforts. It's things like that that help keep customer loyalty going.
I have a strong preference of going back to that dealership for my next motorcycle. Ford? Not so much. When I get treated like a third class customer and the service reflects that opinion? I don't really have the desire to go back and spend money with them.