Case Study: Zipcar Creates a Rental Car Culture

Summary of Case
Zipcar is a simple, fun service that rents cars by the hour. Cars can be reserved online or through a mobile app. The Zipcar website is described as clever, fun and conversational. Zipsters (Zipcar renters) are described as individuals “who believe in cost-effective transportation solutions that are good for the planet and easy on the wallet.” Zipcar wants to rent cars and transform urban life by making it more rewarding, sustainable and affordable.
After reviewing the case, please answer the following questions:
1.Compare the brand personality of Zipcar to Avis or Hertz.
2.How would you describe the psychographic profile of a typical Zipster?