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.

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