Zipcar is a brave little harbinger of the new economy. Fundamentally, Zipcar utilises resources as efficiently as possible. It doesn’t own branches or lots; by locating its cars in car parks, it takes advantage of existing real estate. For its customers, by easily and inexpensively renting cars by the hour, Zipcar often eliminates the need for personally-owned cars at all. Indeed, this new economy car business actually helps solve problems of personal transportation in gridlocked urban locales.