Zipcar´s positioning gave priority to its service concerning the reasonable and inexpensive option of owning a car. It states that by using a Zipcar car instead of owning a car, you are not only saving money but you are also taking care of the environment. This service is greatly convenient for individuals living on crowded cities. It is not worth it to own a car if you live in crowded neighborhoods, and Zipcar has the ideal solution for that. Zipcar provides their customers a variety of vehicles to choose from, for their ride. Moreover, the company is not trying to target their service to everyone. Their focus targets on a closely marked urban lifestyle positioning.