And it seemed like a great idea, at first. Customers had an option to either pay 2 to 3 times less for a normal boring rental car, or… to pick up something nice that had a V8 and leather heated seats in it. The other part of the equation was the customer service: in order to compete with Hertz, Avis and others, it had to be exceptional. And it was.
There was only one problem. Renting out used cars was only a temporary and partial solution for the dealerships. Eventually, all these cars had to be sold. But, as it turned out, if you’re a dealership and if you’re renting out a car for 2/3 of the month, you’re constantly losing opportunities to sell it. Unsold used cars depreciate in value for evenn longer periods of time, take up more and more space… and those rental earnings no longer make financial sense.
Hopefully it won’t be the same case here.