Couldn't read the whole report because it requires a subscription. But from what you've said and from the report snippet, it sounds like there is pretty strong growth in this trend, which will present both competitive challenges and opportunities for Zipcar.

I hold Zipcar, but my thinking is that if I'm going to invest in a higher-risk company like Zipcar, I need to hold it in a basket of similar companies (OPEN, TZOO, SZYM, ACOM, TEA). Some will falter, but the one or two that succeed greatly will more than make up for the failures.

Trading in and out of these kinds of investments on analyst reports or downgrades kind of blows up the whole "basket" approach. Gotta be willing to ride the winners up and the losers down. Because today's losers may be tomorrow's winners.

Paps (long ZIP, OPEN, TZOO, SZYM, ACOM, TEA ... all of which are near 52-week lows).