Even a rental car doesn’t quite match, since you are in a particular car.
It could improve availability of those features because a rental company could order a fleet with those features on all cars in their fleet and then customers who want it would be able to pay the surcharge, instead of being constrained by the portion of the fleet with those features installed.
Of course it would likely just be used as a way to increase rental car prices.
A company will aim to charge the most it can to its customers.
If they can increase the rental prices without extra features, then they can charge even more for extra features.
Ultimately it comes down to the business's own calculus of costs, prices, and demand.
Sell something without the extra costs and will people pay more? In the housing sector in the UK that's certainly not the case -- people didn't value freehold over leasehold until lots of media coverage, despite the information being right there for all to see.
In a situation where there's a monopoly/cartel, the consumer that actually looks at the total costs and benefits can lose out because there aren't enough knowlegable customers to make an old fashioned business viable, but in industries with low barriers to entry and low network effects it's not a problem.
In the above comment you seemed to suggest that companies would already be charging more for rental cars if they could.
So I pointed out that consumers might be willing to pay more for a rental in return for a higher perceived value in the form of extra features being enabled.