How RelayRides Plans to Become a Household Name
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RelayRides is quickly going from startup to major player in the fast-growing car-sharing category. The company has received $13 million in funding since launching regionally in 2010, and last September it announced an exclusive, national partnership with General Motors. The partnership enables GM owners to rent out their cars to RelayRides renters using GM’s OnStar technology.
Still, the car-sharing brand’s new VP-marketing Scott Kinzie, who most recently held a top marketing role at Johnson & Johnson’s Babycenter.com, wants to turn RelayRides into a “household brand.” He talked to Ad Age about showcasing differentiation in what’s becoming a competitive rental market and how to incentivize car owners to build businesses around their own vehicles.
Ad Age: The category is getting crowded Avis acquired Zipcar, Enterprise acquired Mint and other new car-sharing companies like Daimler’s Car2Go and Hertz On Demand are popping up left and right. What makes RelayRides stand out?
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