The use of the company name and logo on car

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Dear Sirs, First off, let me start by saying that I've really like your service and what a clever way of having transportation when ever I need it. My only complaint is that the company info is plastered all over the car and it makes me feel that I'm working for the company instead of using your services. Maybe it could be a little less blantant. Maybe it's just my comfort factor, but since I've used your service more than once, it makes me feel a little unconfortable especially when people ride by and literally stare at the vechicle. Still, great service. Continued success. S60

-- Anonymous, November 01, 2003

Answers

We have removed the logo from some cars; in NYC all of the Minis and BMWs have no logos. In Boston the BMWs have no logos. We do understand that some members don't like driving cars with the logos, and while we hope that all of our members value our service, we don't expect everyone to be a Zipcar evangalist (though if you want to tell your mother about us, that would be great).

We have considered what to do about the logo on the car, and as long as we're small we're going to keep it there. Many people join having reported that they saw a Zipcar, and the logo is an extremely cost-effective method of advertising. Billboards and other media can get very expensive and would increase our costs (and your rates) substantially.

-- Anonymous, April 06, 2004


I have a different opinion than Mr. Smith. I love the fact that Zipcar is prominently displayed on the vehicle. People may stare and sometimes ask questions, but I'm glad that they do. I think it's important to spread the word about Zipcar and to be visible. I want everyone to know that the service exists and that people do use it.

More people using Zipcar = less congestion on roads, more parking available, and a cleaner environment. Besides, it will probably make the service even cheaper and more convenient for the members ;)

There's another member's take on the situation.

-- Anonymous, November 14, 2003


Mr. Smith's question deserves a response. Not all of us want to be driving billboards for zip car. Sure, fine, driving to the grocery store in a zipcare might make you feel cool and environmental, the same way wearing Nike sneakers makes you feel fast and athletic. But imagine picking someone up on a date in your giant zip car.

-- Anonymous, November 22, 2003

But would you really want to go on a date who thought zipcar was a dumb idea? :)

-- Anonymous, November 25, 2003

I went on a date using my zipcar and what an embarassment it was. The girl thought i was a total cheapo the whole night she was thinking if my clothing was a rental too. I rent from Zipcar, the cars are great, the zipcard is cool, the whole zipcar features is awesome, but i feel so weird when ever i stop on a red light and people stare at me. Sometimes when i drive people start laughing and i feel that they are laughing at me because of the logos. I wouldnt mind if the car had a website logo on the back bumper of the car or somewhere where its not really noticeable. No matter where i went there were people staring at me and the car, now doesnt that feel strange. Zipcar has and must do something about this or else they will lose customers. I give this company a few more months if they dont do something about this than i will stop renting. And i know for sure more zipcar customers agree with me too.

-- Anonymous, December 08, 2003


You guys are crazy! If you like Zipcar enough to be a member, then why on earth wouldn't you want the cars to advertise Zipcar to others? I walk around trying to convince everyone else to adopt the products I love--Macs, Palm Pilots, iPods, etc. Even if everyone isn't as publically evangelical (yes, that's a deliberate word choice) about their preferences, think about the clothes you wear--aren't you advertising every time you wear a Red Sox cap or a Coach bag or an alumnae ring? Give it up-- Zipcar stays in business, and grows, in part because of this advertising. I think they'd have to be stupid to remove the logos. Whenever I'm in a Zipcar and people look at the logos, I wave. Whenver I'm on foot or in a friend's car and I see a Zipcar, I wave too.

PS--I hope you told your date how much better for the environment, and our crowded city parking situation, Zipcar is than tons of private car ownership. Isn't that partly why we're Zipcar members to begin with?

-- Anonymous, December 11, 2003


Oh wait instead of waiving my hand to people who see me in a zipcar, why dont i just roll down my windows and try to pursuade people to pull over so i can tell them more about the company. The truth is, is that yes we wear clothing that have logos on them but trust me theres a big difference between clothing and a vehicle with logos. If you look at all the rest of the car rental companies out there why havent they done the same. I think they know that customers will complain. If you want to advertise the company doesnt it make sense to just add advertisments on billboards or on taxi cabs or better yet on the huge t.v. screens in time square. I was once going to roll down my window and hold a towel long enough to cover the logos just to evade all this sight seeing things roaming around me whenever i drive.

-- Anonymous, February 15, 2004

Yes i sympathize with a few of you in a lot of respects towards this thread. My first experience with zipcar is that I feel like i am less respected on the road and thus not as safe. NYC has a lot of aggressive drivers in particular.

I dont feel as safe because people know i'm in a rental car, and that i might also be a tourist or someone with bucketloads of cash etc. In this day and age of car jackings and the like... being a billboard to catch someones attention... just isn't something i really want. I am fairly attractive and driving around at night with my billboard car... well it made me feel like that just _that_ much more attention was drawn my way.

The car logo thing despite the "spreading the word benefit," is still embarassing... Any advertisement is. I say keep the promotions and word of mouth somewhere else. The more people like the service, the more people will talk about it. The way i feel about it is, Im paying to use the car for car benefits... that dont include road celebrity.

-- Anonymous, February 28, 2004


Hmmmm... Definitely food for thought here! I just joined, and frankly had no idea that there was some big logo on each car... Well, I guess I'll see how my wife & I feel at the end of our first year's membership. One frustrating thing: With my AAA discount, I can actually rent a full day from HERTZ for just over $100. That really makes me think, since we're talking about (virtually) the same money for a day. Do I mind paying $5. more for a car w/ o a logo? (The only reason it's that much is that I take their liability insurance.)

Peace, Mike

-- Anonymous, March 04, 2004


Maybe time for a new thread on liability insurance. Anyone else concerned that Zipcar just carries the state minimum insurance coverage? When renting you can take the suplamental liability. Anyone have a way to get more motor vehicle liability coverage for there zipcar driving?

-- Anonymous, March 05, 2004


Well I just joined as well and had no idea there would be a giganitc logo on the car. That just sound terrible. I go out of my way to not advertise any products I own, why would I want to be one of those people who wear sweatshirts with the names of brands all over it? It sounds incredibly crass.

It's a good thing I signed up for the trial. I would almost guarantee I will not continue based upon the logo issue.

I would recommend to the folks at ZipCar to do market study and offer a couple of cars that have no logos, let your customers aware of it, and see how they rent. I bet most people would rent the non-logo cars rather than the logo'd ones. That way, those of you who are proud to ride in a rolling advertisement can have the option to.

-- Anonymous, March 11, 2004


I have to confess, I fundamentally don't get you people who are anti-logo--maybe I'm the most vocal supporter on this thread of the logo, but I think the vast majority of Zipcar users (who, obviously, are not all here complaining) simply don't mind it.

Another rather hard-to-dispute point in favor of the logo is that it makes the cars easier to find--when I go to to a new location, I frequently see the logo on the car before the small, sometimes hard-to-miss, sign on the fence or spot nearby. Also, on two occasions when the person with the reservation before me was late, I was able to wait near the entrance to the parking lot, and when I saw the logo on the Zipcar, flag the driver down, and switch drivers without having to wait to enter and exit the entire parking garage.

In practical terms, would you pay more for a non-logo car? How much?

-- Anonymous, March 13, 2004


I personally agree with Sung because his idea of finding out which zipcar customers prefer logos or not would be rather nice to know who will win. I personally am against the logo situation because we all try to hide the advertisment on our clothing and than blah we get this huge advertising logo on a car. Cmon lets be for real over here. The point is, is that i dont think zipcar is having a hard time getting people to know the company exists because AOL has a logo on its front window when u log on. Would it make a difference if i went to Enterprise or Herz and rented a car for the same amount or maybe LESSSSSSSS. Its not a question of how much more we are willing to pay for a no logo car, but rather a question if zipcar customers are still willing to keep there memberships. Finally, the best solution for this horrific situation is to do what Sung stated above about who will rent logo and non logo cars and see who would rent what and then from there have zipcar commity decide what to do about this situation.

-- Anonymous, March 14, 2004

Why hasn't someone from zipcar responded to this issue?

-- Anonymous, April 02, 2004

Logo or no logo Zipcar is the best deal in DC. I think it is cute when people ask me about the Zipcar and I am proud not to be a car owner in such a crowded metro area. Who is the dummy me for driving a car with a logo, or the folks paying for a parking space each month, then insurance and then well you know the $400+ a month in car payments....hmmmm guess it is the Non-ZipCar Folks.

So let them stare, ask questions or otherwise be rude (their mothers should have taught them better). Cause I only pay for what I drive - no to have a show car parked out front eating all my cash!

-- Anonymous, April 22, 2004



There is another thread on this very same topic which I just replied to before seeing this parallel conversation. So I've done a little copy/paste number and apologize to those who might have to read it twice (Wally).

It seems like there are basically two camps.

One set of Zipcar users would prefer to own their own car and perhaps cannot accomodate that expense. For these purely practical reasons they utilize Zipcar. It is simple, reasonable and very understandable. It also explains why one would want to feel in all ways that the Zipcar of the moment was indeed your own. No conversations, no politics, no message, no looks or honks or waves. This is about coming as close to owning a car as possible without actually doing so. Obviously, this group would prefer no logo.

Another group uses Zipcar for both practical and political/ethical/environmental reasons. There are all the practical advantages to ... coming as close to owning a car as possible without actually doing so, but there is more. There is a personal belief in what Zipcar strives for: "reduced congestion, fewer auto emissions, more green space, and a revolution in urban planning" (from Zipcar site). For many people, using Zipcar is a way to support those beliefs as well as spread them.

Often being a Zipcar member is actually about NOT owning a car. It's about proving to ourselves and others that not everyone needs their very own car, that such excess is actually not necessary. Zipcar is proof. The Zipcar logos that I see driving around my city when I get out of work, or go shopping are reminders that it works. They are a reminder that there are other people who don't need their very own car and that there is a community who holds my same values. It is not an embarassment.

But I absolutely realize that there are indeed different perspectives. And I hope that Zipcar stays in touch with the idealistic big picture that they began with as they work to broaden their market.

Respectfully,

-- Anonymous, May 24, 2004


I just rented my first ZipCar and I hate the logo. Makes me feel like I'm delivering pizzas! The price isn't that different from other rental cars and then everyone doesn't have to know my business.

-- Anonymous, June 15, 2004

Just a reminder to the Zipcar staff... Logos also include Lettering. I love the BMW's except for the bling bling where i found a humungous scratch on the hood, and there was no ezpass in the car. Its like you complain about logos and zipcar tries to find another way to advertise the car. So now im driving this awesome car, a BMW might i add and a story book sentence in the back trunk side. So now everyone knows i rent cars, and they start writing things down and laugh at me what else can go wrong. Besides the special emergency button in the car doesnt work just in case the car gets into an accident or if i need help with directions. All im saying is that if im going to pay $130.00 for a BMW for One Day i think all the features a BMW has should be accessible for the person. Please reply to this message in a timely fashion and not months later.... thanks.... by the way whatsup people who are in favor of what i am saying......

-- Anonymous, June 18, 2004

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