Auto Rental News
MenuMENU
SearchSEARCH

Enterprise’s Stubblefield: Consumers Want Access Over Sharing

During a panel discussion at the Global Business Travel Association (GBTA) convention, Greg Stubblefield, Enterprise’s chief strategy officer and executive vice president, discussed how consumers in the sharing economy are looking for “access” over “sharing.”

by Staff
July 29, 2015
Enterprise’s Stubblefield: Consumers Want Access Over Sharing

Enterprise Holdings Chief Strategy Officer Greg Stubblefield (left) joined Rufino Pérez Fernández, chief commercial officer of NH Hotel Group; panel moderator Guy Langford, vice chairman of Deloitte; Kaye Ceille, president of Zipcar; and Chip Conley, head of global hospitality and strategy of Airbnb, to discuss how to differentiate brands in the sharing economy. Photo courtesy of Enterprise Holdings.

2 min to read


Enterprise Holdings Chief Strategy Officer Greg Stubblefield (left) joined Rufino Pérez Fernández, chief commercial officer of NH Hotel Group; panel moderator Guy Langford, vice chairman of Deloitte; Kaye Ceille, president of Zipcar; and Chip Conley, head of global hospitality and strategy of Airbnb, to discuss how to differentiate brands in the sharing economy. Photo courtesy of Enterprise Holdings.

During a panel discussion at the Global Business Travel Association (GBTA) convention, Greg Stubblefield, Enterprise’s chief strategy officer and executive vice president, discussed how consumers in the carsharing economy are looking for “access” over “sharing.”

Entitled “Differentiating Brands in a Sharing Economy,” the panel featured Stubblefield, Kaye Ceille (president of Zipcar), Chip Conley (head of global hospitality and strategy of Airbnb) and Rufino Perez Fernandez (chief officer of NH Hotel Group). Guy Langford, vice chairman of Deloitte, moderated the panel discussion.

Ad Loading...

“They want it where they want it, how they want it, when they want it,” said Stubblefield. “Consider that we essentially ‘share’ more than a million vehicles a week in the United States. So when you talk about scale and the ability to meet public transportation needs for the long term, fleet size obviously is a significant factor from an operational and financial perspective.”

Stubblefield also noted that defining transportation services consistently is important for the media, elected officials, travel industry leaders and business leaders to make sure that the playing field is level for everyone involved, including the customers. Recently, Enterprise participated in a session called “The Convergence of Car Sharing and Car Rental” at the International Car Rental Show. This session highlighted the important role that car rental plays in the evolution of urban mobility.

Additionally, Stubblefield encouraged looking beyond the technology used to arrange transportation and instead paying attention to the actual type of service being provided.

More Rental Operations

green and blue bar graphs compare fleet sales June 2025 versus June 2026
Fleet Acquisitionby Martin RomjueJuly 8, 2026

Rental Car Fleet Sales Show Mid-Year Strength

June gains ensured rental fleets closed out the first half of 2026 in positive territory.

Read More →
Close up of a row of white CUVs in the Surprice Mobility fleet at the Milan airport.

Surprice Mobility Opens Corporate Rental Station at Milan Malpensa Airport

The Milan opening is part of Surprice Mobility's broader strategy to expand its corporate operations while increasing the use of technology across its network.

Read More →
Julian Gritsch with an MBA class in a classroom.

Brazilian Executive MBA Targets Growing Domestic Rental Car Industry

Rental car companies face a unique combination of challenges that are rarely addressed in traditional programs.

Read More →
Ad Loading...
Green Motion team with banner bearing Japanese flag.

Green Motion Expands Into Japan With Master Franchise Agreement

Japan's tourism industry, business travel market, and demand for vehicle rental services are reasons the country represents an important market for the company.

Read More →
ACRA Chairman Sharky Laguana on stage at the ICRS event in Grapevine, Texas.
Legal & Legislativeby Martin RomjueJune 24, 2026

ACRA Carrying Fuller Industry Load As AI and EVs Lurk In Future

The leading car rental professional business group details an active legislative, regulatory, and macro-trends agenda affecting car rental operators.

Read More →
Light blue horizontal bar graphs on a chart showing World Cup-related rental car booking trends.
Rental OperationsJune 23, 2026

World Cup Travel Data Shows Longer Car Rentals and More One-Ways

A recent analysis of FIFA bookings found varied demand patterns that influenced rental car pricing.

Read More →
Ad Loading...
Side view of ICRS speaker Sanchit Garg at podium in front of a floor lit red curtain
Rental Operationsby Martin RomjueJune 22, 2026

A Leveling Force: AI Morphs Into A Rental Car Profit-Seeker

Revenue managers can’t match the emerging AI tools gobbling lots of data that could counter the competitive race to the rate bottom.

Read More →
Photos of Martin Romjue and Denis Gjoni on opposite sides of large headline for the video.
Rental Operationsby Martin RomjueJune 17, 2026

Stop Losing Money On Rental Tolls

Regardless of your rental fleet size and structure, fleet managers, executives, and owners can gain valuable insights into an often-overlooked area of fleet operations.

Read More →
Richard Lowden gesturing on stage in front of a red curtain at the Gaylord Texan Resort near Dallas.
Rental Operationsby Martin RomjueJune 12, 2026

Rethink The Future To Avert A Race To The Bottom

Rental car operators heard a sobering industry message and a stern challenge at the close of the International Car Rental Show.

Read More →
Ad Loading...
John Possumato holding microphone while asking a question during a live conference session at the ICRS Show.

DriveItAway, Free2move Plan Shared Fleet Program for Independent Rental Fleet Operators

Vehicles would be placed with participating rental operations to support car renter demand and provide additional fleet capacity.

Read More →
Ad Loading...