While it's true that shares of Zipcar (NASDAQ: ZIP) are up 16% this month, they still have a long climb ahead of them to make up for the 75% fall they've experienced since the company's IPO. Still, the company's turnaround has some analysts rethinking their position on the company, including Goldman Sachs (NYSE: GS) analyst Steven Kent, who has switched to a "buy" position. In this video, Motley Fool analysts Blake Bos and Austin Smith discuss why Kent has shifted his position, why growth may be ahead for the company, and why competitors may have a hard time getting past Zipcar's moat of brand recognition.

Austin Smith and Blake Bos have no positions in the stocks mentioned above. The Motley Fool owns shares of Hertz Global Holdings and Zipcar. Motley Fool newsletter services recommend Goldman Sachs and Zipcar. Try any of our Foolish newsletter services free for 30 days. We Fools don't all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.