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Hertz is already very good at getting people at airports a car, while Zipcar doesn’t even try to do that. What these two companies have the potential to do is to reshape both car rentals and car-sharing by filling different functional and social market niches. Both companies have the majority of their locations tied to institutional campuses, usually universities. Looking at the websites for Hertz Connect and U-Carshare, if they are trying to market to that audience, they’re doing a very bad job. Zipcar is marketed extremely effectively at young, slightly hip urbanites. Rather, it’s because Zipcar is a company that is currently limited by class-based branding. is the perfect market for Zipcar it has lots of young, transient people who mostly don’t need a car but really do if they want to take a trip anywhere outside the urban core of the region. This is not because Zipcar is doing a bad job in D.C. There is, however, a lot of potential for these two services to take off. yet, though Hertz does have a station at Marriott headquarters off I-270. Neither Hertz Connect nor U-Haul U-Carshare is in D.C.

Namely, Hertz and U-Haul are beginning to expand beyond rental cars and moving trucks to try to challenge Zipcar’s dominance of the American car-sharing market. Depending on your perspective, the companies coming onto the market are either completely unlikely, or entirely obvious. Via Eric Britton’s World Streets, Dave Brooks is writing about the new wave of carsharing businesses that are entering the market.