ICYMI: Lyft's entry into the tried-and-true car rental market supports the company's greater goal of becoming profitable by the end of 2021:
An app-based rental service could become a serious revenue generator for Lyft especially, as it won't carry the operational costs associated with brick-and-mortar rental businesses, such as information kiosks and labor to staff a front desk — labor can cost a car rental company up to $15 per reservation, Automakers should take notice of Lyft leaning further
into a traditional transportation business model as they continually evaluate their mobility ambitions. Over the last few years, as the transportation space was being disrupted by the likes of Lyft and Uber, many automakers announced aggressive alternative mobility plans in an attempt to capture a piece of new, lucrative markets. For instance, BMW and Daimler
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