We first heard about ZipCar in 2009. ZipCar is a convenient solution for students who don’t have a car on their college campus because it allows them to reserve and borrow it whenever they need, for however long they need it.
Now, ZipCar is partnering with Ford in an effort to reach college-age drivers more effectively. Within the next two years, 1,650 models of Ford vehicles will be available for ZipCar users to drive. Ford will also help differ the rental charge and membership fee for college drivers who use their cars.
So why is Ford doing this? As an advertising major, it seems pretty obvious to me: Ford is hoping to build brand loyalty among college drivers with the hope that after graduation, these drivers will want to buy a Ford vehicle.
“What we are really going to be doing is getting some feedback from [college-age ZipCar members] in terms of what they like, what they don’t like, what we can do differently,” said Ford Chairman Bill Ford. “So we’d like them to make a lifelong process of thinking about the Ford Motor Company.”