Dear Avis: If you want to win big with the Zipcar acquisition you will have to try harder. Resist the temptation to impose your core car rental business model on the upstart transformer. Zipcar is your sandbox to scale a car-sharing model with potential to disrupt the automotive and car rental industry. Stop with the number two shtick, Zipcar can help Avis become a market maker instead of a share taker. Your main competitor, Hertz, is a share-taker demonstrated by its recent acquisition of Dollar Thrifty. Your opportunity is tremendous but throw away the classic post-merger integration playbook. Here are five ways to do that:
It isn’t about Avis. It’s about Zipcar Change your lens. It isn’t about you. Zipsters aren’t your current customers. Your business model, renting cars by the day or week, isn’t designed for Zipsters. Start by understanding their experience and view the world through the lens of Zipcar’s business model, which provides members with access by the hour to a network of shared cars. You aren’t buying a platform to improve the Avis business model. You are buying a new business model that will benefit from access to Avis capabilities. ZipCar was struggling to scale its model and Avis can help. This is about enabling more Zipsters and improving their car sharing experience.
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