Toyota to launch short-term car-sharing service in Japan, report says

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July 24, 2012 - 2:16 pm ET

TOKYO (Reuters) -- Toyota Motor Corp. will launch a car-sharing service through affiliated car-rental shops across Japan, the Nikkei newspaper reported today.

Car-sharing services, such as U.S.-based Zipcar, have taken off as they let customers hire a car for an hour or less at a time. Hertz has also entered the business.

Toyota's hourly rental rate will be set at around 1,000 yen ($12.80), with some variations based on region and other factors, the Nikkei reported. It said there would be no sign-up fees or annual membership dues.

Toyota is already operating a pilot program and plans a full launch under a new brand at about 10 affiliated car-rental locations such as Hokkaido, Tokyo and Aichi Prefecture, the daily said.

The company will gradually expand the service nationwide by urging car-rental affiliates to introduce it at their roughly 1,200 locations, the business daily said.

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