Of course, there's a bigger part of the Boston-based company's promotion—people who sign up for the company's $7-a-month service before Tuesday can take advantage of the offer. Zipcar offered cars for 50 percent off on election day in 2012, and it more than doubled its reservations compared to a typical Tuesday, a company rep told Adweek.
But who goes through all the trouble of renting a car just to vote? College students and the elderly are two examples, said Zipcar PR manager Katelyn Chesley.
"While many people do walk, use public transit or use their own car to get to the polls, there are many others who don't own cars … are unable to walk … or are concerned about safety (i.e., walking alone in the dark) and see Zipcar as a good solution," Chesley explained in an email.
She added, "Zipcars are parked right near where members work and live, and the vehicles are all powered by the app (join and drive instantly using the app) so they can quickly hop in a car and to the polls."