Ford’s Zipcar-killer is launching in this city

Fortune

Ford is going head-to-head with Zipcar as it launches its new GoDrive car rental service in London.

The app-based service will allow users to pick up one of Ford’s 50 vehicles on-demand and drop it off at one of a number of hubs across central London. When a users books a car through the service, they automatically book a parking spot at one the 20 available locations, making one-way trips stress-free.

The service uses a pay-per-minute pricing approach that covers all fees, including congestion fees, insurance and fuel. A pilot program launched earlier this year with 100 members. Ford is now extending GoDrive’s reach to 2,000 members.

The global car-sharing industry is expected to exceed $6 billion by 2020, and the U.K. car-sharing sector alone is expected to grow 23% from 2013 to 2015, according to PwC research. But even as the industry booms, car-sharers are looking for more…

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