Zipcar customers must return a car to the same parking spot that it was borrowed from. That means customers must rent (and pay for) one specific car for their entire trip, even when it will be parked in an urban area for many hours during the trip.
In 2009, I emailed Zipcar about cloning The Netflix Prize for a similar purpose: crowd-sourcing (really, expert-sourcing) a set of algorithms, incentives, and restrictions that would let Zipcar offer one-way rentals. Like Netflix, The Zipcar Prize would release an anonymized set of trip data, parking space locations, and an evaluation method (which might emphasize certain aspects, as Netflix did).
This would be a mix of:
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incentives: "We'll discount $2 for returning it a mere 5 blocks away from your preferred location"
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fees: "Returning to this location will cost $4 more"
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enforced policies, like: must reserve 1 day in advance; one-way trip can't leave a lot empty; only offered at certain urban lots (initially)
The email after the jump has lots more details (slightly formatted and edited). As far as I know, no one has tackled this. Zipcar hasn't and I didn't receive a reply.
The first car-sharing service to pull it off will have an amazing competitive advantage: paying for only what you actually need and the ability to get a car to the right place at the right time.
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