The launch is a further step in Zipcar’s international expansion, which already includes an established presence in the United Kingdom, Spain, France and Austria.

The expansion to Istanbul celebrates Zipcar’s third new European market in seven months as it accelerates growth and increases its footprint to meet increasing consumer demand.

Founded in 2000 in the United States, Zipcar has long pioneered a new model of vehicle ownership. With global car-sharing members forecast to reach 12 million by 2020, up from 2.3 million in 2013, Zipcar’s 15 years’ experience combined with its global network of over 10,000 vehicles across seven countries, 30 cities and 400 university campuses is helping to transform urban living.

As consumers and businesses across the globe seek a sustainable and economic alternative to car ownership, Zipcar provides its 900,000 strong member base with a simple and streamlined user experience with access to vehicles by the hour or by the day, in locations close to where they live, work and travel.

Zipcar is helping to ease the pressure of congestion and pollution in the urban hubs in which it operates with each car club vehicle helping to eliminate the need for around 17 privately owned cars from the streets.

Massimo Marsili, president, Zipcar International, said: “With a population of over 14 million, Istanbul is one of the largest cities in the world, and like many of the cities where we operate, is challenged with increasing pressure on the transport infrastructure and the environmental impact of congestion in the city.

“We are delighted to be able to provide an alternative mobility solution to residents in Istanbul and to play our part in helping to reduce congestion in the city.

“Our service is environmentally friendly, complementary to public transportation and ideal for a new generation of smart consumers who are looking for goods and services that are available on demand.”

Launching today as Zipcar’s first licensee, Zipcar Turkey will be operated by Otokoç Otomotiv, a unit of Koç Holding.

Inan Ekici, assistant general manager, Otokoç, said: “The launch of Zipcar in Istanbul represents an exciting opportunity for us to meet the needs of the city dweller by providing a convenient and flexible mobility solution that saves money, reduces hassle and improves urban living.

“As a vibrant destination for both tourism and business, Istanbul is an increasingly popular travel destination.

“We are excited to be launching our first wave of locations across the city today and look forward to providing Zipcar’s existing member base with access to Zipcars when they travel to the city.”