What the Lyft-Sixt Deal Could Mean to Car Rental and Mobility
April 28, 2023
In this scenario, Lyft touches the rental customer first through the Lyft app, but doesn’t own the process, as the customer picks up and returns the car at Sixt locations.
When Lyft came out with its trial run daily rental service last year, two divergent thoughts sprang to mind: First, one of the world’s largest players in ride hailing is bringing its demand algorithms and consumer-engagement expertise to an industry that could use both. Why’d it take so long, and how fast will it penetrate?
Second, Lyft is only just learning about fleet, and fleet expertise is the backbone of any operation that churns hundreds of four-wheeled assets every six to 18 months. The car rental path is littered with great ideas that underestimated fleet’s steep learning curve. Would Lyft suffer the same fate?
