Little known is Lyft doing consumer rentals much like Hertz. Unlike Uber, which partnered with Hertz and Sixt to offer rentals, Lyft took the direct route—managing its own fleet.

Right now Lyft Rentals is conveniently located in Mission. This is a smart expansion, giving riders more options and drivers potential partnerships.

Update: Lyft shut down their in-house rentals to focus on partnerships instead. Quick pivot to what works better.