Borrow my ride

Car-sharing services tend to appeal to urbanities living in dense neighborhoods that need vehicles for short errands at night or on the weekend. The marketing of these vehicles may be too narrow, regulated just to urbanities who are either single or do not yet have families. This is reflected by the types of cars most commonly offered—compacts or subcompacts instead of mini-vans—and the areas in which they are parked—crowded city neighborhoods versus single-home suburbia.

Two demographics that the car-sharing companies may be ignoring are urban families and single parents who live in the city. In both cases, owning a vehicle in the city may be cost-prohibitive due to parking, maintenance and fuel costs. For families, they may not be able to afford a second car; for some single parents, a new vehicle might just be a luxury they necessitate trading in favor of public transit or walking.

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