How Zipcar Has Become More Than A Car Rental Service

1054 WordsNov 18, 20165 Pages
Abstract The purpose of the study is to examine how Zipcar has become more than a car rental service. We will explore the nature of access as it contrasts to ownership and sharing, specifically the consumer-object, consumer-consumer, and consumer-marketer relationships. Three aspects are identified to distinguish among the range of access-based consumption: temporality, consumer involvement and market mediation. The nature of exchange, consumption and brand community are discussed. http://jcr.oxfordjournals.org/content/39/4/881 Many studies have shown car sharing reduces the cost of transportation for a large segment of urban dwellers. It also reduces the number of cars on the road because the members do not own cars. Zipcar is a company founded in 2000 by Antje Danielson and Robin Chase. By 2010 it had over 8000 vehicles offered to over 560,000 members in urban areas throughout the 28 North American states and provinces. By 2012 Zipcar membership had increased to 700,000 members and 9000 vehicles in their possession (Zipcar.com). By the end of 2011, the annual revenue had grown 30%. Zipcar started its car sharing business in Boston. Its mission was to make it easy for residence living in the city to get in a car and use for however long they needed. Their goal was to provide reliable and convenient access to on-demand transportation, complementing other means of mobility (Zipcar.com). This service would not be sustainable or functional without the

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