As the practice of renting out cars by the hour catches on in New York and nationwide, car makers are planning on new ways to capitalize on the trend. The reason, is younger drivers.
“They represent about 40 percent of car buyers and they drive a lot less than the generation that preceded them,” says Carroll Lachnit of Edmunds.com. She says car makers need new ways to reach Millenials who are less likely to rush to the dealership on their 16th birthday, and after that, far less likely to become loyal to a brand for life. Lachnit says that first purchase comes later now, so car makers need to do more than just offer a test drive and a low interest loan. Car sharing can fill that void and be the first — and second, third, fourth — exposure to a vehicle for a young driver who is a future driver."
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