Wheelz, a car sharing service that connects car owners and renters, announced its first urban launch in San Francisco on Oct. 30. The expansion follows a $13.7 million Series A round of funding led by investors Zipcar and Bill Ford’s Fontinalis Partners.

Wheelz’s fleet consists of idle cars from residents rather than company-owned vehicles. Once drivers sign up, they can reserve, locate and unlock a car from their smartphone. Rates start at $7 per hour or $50 per day, depending on the vehicle.

DriveBox technology is featured on all the vehicles, allowing drivers to find and unlock any Wheelz car with a smartphone or DriveCard instead of a key. The DriveBox hardware also alerts renters and car owners of the vehicle’s location via GPS.

Additionally, the company’s insurance policy protects every Wheelz reservation, including the vehicle, driver and passengers.

“With its innovative technology-driven solution, Wheelz is poised to be a key part of the new mobility society where consumers choose from an array of easy to access, self-service, technology-enabled transportation options,” said Zipcar Chairman and CEO Scott Griffith.