The auto rental industry sits at the confluence of many connected society trends:
Collaborative Consumption - shared vehicles made possible by new business and IT models;
The car as media environment - both for social locative information, and as radio evolves into a streamed medium; and
The car as a rich source of data in the era of The Internet of Things.
Re:Imagine worked with Hertz' top management to explore these possibilities and implications. The Rental Genome Project visualized customer rental patterns from hundreds of Hertz locations. We gave the project its name when we were struck by how the visualization of rental pattens reminded us of imagery of human genome sequencing