Just read on Green Prophet that an Israeli company is launching a car share service.
Great initiative - given that one of my all time favourite services is the car share service here in San Francisco (which I use almost on a weekly basis). You just show up, take the car, get your stuff done, bring it back. Smile all the way to and from the parking.
If the Israeli service will be anything like it is here, it should be a "no-brainer" success... But knowing there are some "subtle" differences between the Israeli and American driver culture, There are a number of challenges which, based on how addressed, will determine the ultimate success of the venture:
US: The service includes free gas (assuming a majority of short distance travel this makes sense)
Israel: Israeli's do not want to feel "Fraierim" (Hebrew for Suckers) - If they pay per hour for a car, they will use it to drive - As far as they can (even in a small country I can imagine those that will drive in circles)
US: You get a clean car - You return a clean car
Israel: If you get a clean car, someone must be around to clean up after you when you return it. (This is the case if Israeli beach behaviour is anything to learn from)
US: Respect the road, respect the car
Israel: If the car share will be any similar to the leasing behaviour, you can expect to see the cars parked on high curb sidewalks and travelling on 4X4 trails...
But seriously - even though I'm sure all these issues will be addressed within the rental terms and liability... At the end of the day it will be up to the drivers to respect the "public" good and the next driver, in order for the service to be successful.
By the way, a great link into the service would be a "Green" Driver monitoring system, that would reward the careful (and Green) driver. (One such company is GreenRoad Technologies, an Israeli provider of driver diagnostics system (...for full disclosure, a company my fund is an investor in)