Zipcar: Influencing Customer Behavior

Harvard Business School Case #605-054

Case Software #XLS-274

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Exhibit 1 Zipcar Locations and Numbers of Cars in 2004

State City/Neighborhood Number of Cars

Massachusetts Alston/Brighton 10
Boston-Back Bay 22
Boston-Beacon Hill/West End 13
Boston-Fenway/Longwood 13
Boston-Financial District/Seaport 13
Boston-North End 13
Boston-South End 19
Brookline 21
Cambridge-Central 30
Cambridge-East & Kendall 10
Cambridge-West & North 12
Charlestown 1
Dorchester 1
Jamaica Plain 11
Medford 2
Somerville 15
South Boston 6
Wellesley College 2

New York Brooklyn-Cobble Hill 1

Brooklyn-Downtown 1
Brooklyn-Dumbo 1
Brooklyn Heights 2
Brooklyn-Park Slope 6
Brooklyn-Prospect Heights 2
Long Island City 1
Manhattan-Lower 25
Manhattan-Midtown 33
Manhattan-Upper East 14
Manhattan-Upper West 18

New Jersey Hoboken 4

Metro North 3
Princeton 2

North Carolina UNC Chapel Hill 4

Washington, DC Adams Morgan 19

American University/Tenley 4
Capitol Hill 10
Cathedral Heights/Glover Park 4
Catholic University/Brookland 1
Cleveland Park 5
Columbia Heights/Mount Pleasant 12
Downtown 7
Dupont Circle 18
 Farragut Square 2
GWU/Foggy Bottom 8
Georgetown 4
Howard University/Shaw 9
Logan/Thomas Circle 10
U Street 3
Van Ness 6
Woodley Park 4

Maryland Silver Spring 3

Takoma Park 3
Greenbelt 2

Virginia Alexandria 1
Arlington North 11
Arlington South 2

Source: Compiled from company web site.

Exhibit 3 A Selection of Boston Back Bay Zipcars

Car Name Daily Price Hourly Price

Civic Cullen $65.00 $8.50
MINI Mojito $70.00 $9.50
Escape Edith $75.00 $10.50
BMW 325 Bethany $90.00 $12.50

Source: Compiled from company web site, December 2004.

Exhibit 5 Zipcar Pricing by Region

Daily Price Range Hourly Price Range

Massachusetts $60-$90 $8.50-$12.50
North Carolina $55 $5.00
Washington, DC $59-$89 $8.50-$12.50
Maryland $59 $8.50
Virginia $59-$69 $8.50-$10.50

New York/New Jersey Pricing

M-F Daily Price Range M-F Hourly Price Range S-S Daily Price Range S-S Hourly Price Range
$65.00-$100.00 $8.50-$12.00 $65.00-$130.00 $8.50-$16.00

Source: Compiled from company web site, December 2004.