How RelayRides Plans to Become a Household Name Convincing Car Owners to Build Businesses around Their Vehicles
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.
There was an interesting surprise in the form of owner appetite. Some owners are earning $250 a month renting their car. They've developed their own fleets where they're putting between two and four cars into the marketplace themselves. One owner specifically, in 2013, expects over $60,000 in income renting out cars. More from ADAGE