ZipCar

This article comes from a recent New York Times Magazine.  It is a long article, but a good one.

The article is about ZipCar, the car-sharing service that is becoming increasingly popular in the US.  The article discusses all aspects of the business, including positioning strategy and how the company has tried to form an emotional bond with its customers.

http://www.nytimes.com/2009/03/08/magazine/08Zipcar-t.html?8dpc