In general, Zip Car (car rental by the hour) programs across the world have been a successful venture. Europe has seen many of these programs pop up while America has seen a surge in these types of programs of recent. One success story has been the venture started in Los Angeles and is recounted in this article http://dailytrojan.com/2010/02/11/hugely-successful-zipcar-program-might-grow/.
I would agree that zip car has been successful. Particularly amongst college students or folks living in cities that only occasionally need a car.
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