Zipcar (NASDAQ: ZIP) seems by all accounts to have enormous potential as a disruptor to the traditional rental car industry. The company's position in the market, focusing on short-term regular rentals, is a more affordable approach for people in urban or college settings, who can't afford to own a car, or don't want the inconvenience of keeping one. However, shares fell dramatically after the company's initial IPO, and growth has been slow. Can this company live up to investors' hopes? contributor Molly McCluskey not only says it can, she thinks that what Zipcar provides is in tremendous need. The company has a big first-in advantage, and with so much room to grow in the market, investors will see the growth they are hoping for.

Austin Smith has no positions in the stocks mentioned above. Molly McCluskey has no positions in the stocks mentioned above. The Motley Fool owns shares of Hertz Global Holdings and Zipcar. Motley Fool newsletter services recommend Zipcar. Try any of our Foolish newsletter services free for 30 days. We Fools may not 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.