Below is a 10X diagram that describes the disruptive nature of ZipCar. Note that their business model, i.e. control sub-system) targets delivery of a $10 transportation service on a community scale (delivery resolution) with a 1hr usage interval. Traditional car rental agencies are less nimble. You can't move them with a tenner, and you would have a hard time getting a good service outside of a major airport or attraction (town vs community delivery scale).
On the left is a screenshot of ZipCar's price list. Note that they don't compete with Car Rental majors in the daily rental category. Not yet.
update: 1. Hertz' response
2. NYC cab rates.
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