Opportunities:

• Make more rental cars available to the public
• Start Flex-E-Rent in USA for long-term car rentals
• Expand WeCar to Canada to reduce energy consumption through hybrid/fuel-efficient rental vehicles, carpooling, shared rates, hourly rentals
• Move cars from city to city as demand for different cars changes
• Sell patented Automated Rental Management System (ARMS) to competitors

Threats:

• Hertz car-rental service dominates on-airport locations and is main competitor
• Vanguard, Avis and Budget are additional competitors with less market share than Hertz
• National Car Rental service dominates UK car rentals