Zipcar has great appeal to a number of buyer personas like city dwellers that occasionally need to use a car for a few hours where cars ownership are expensive coupled with high parking fee in cities. According to U.S. census back in 1990, there were about one-third of U.S. residents living in cities. Those clustered suburban neighbourhoods would be suitable for car sharing, particularly if they have good transit service, pedestrian-friendly streets and local commercial centres. Assuming that 30% of American drivers live in higher-density, multi-modal neighbourhoods and 20% of these have low annual mileage vehicles; this could mean that about 6% of current privately owned vehicles could shift to car sharing. Of course, potential demand for car sharing will be much higher in urban areas and lower in rural areas.Zipcar can look into merging or buying over smaller operators that operate or have presence in those smaller US cities if viable. Alternatively, it can consider deploying its fleet in those cities since it uses wireless technology to streamline most of its operation and the cost of expanding in those cities would be relatively low. Nevertheless, there should be sufficient number of users within convenient walking or cycling distance where vehicles are parked with good travel alternatives. For example, to have 3 car share vehicles stationed in a neighbourhood with 10 members per vehicle would requires at least 30 member households within one square mile. Therefore, as long as there is high density urban neighbourhoods with good walking or cycling distance and good public transit services as mentioned, it should continue to expand its presence in those area to enjoy greater scale of economies with minimum risks.