Car Rentals for the 'Eco-Curious' Electric car sales have so far ranged from disappointing to dismal. But Lee Broughton, head of corporate sustainability for Enterprise Holdings, the parent of Enterprise, National and Alamo, has an idea about how they might be improved: by enlisting an American demographic he calls the "urban eco-curious." In 2010 Enterprise invested in electric vehicles, buying 350 Nissan Leafs, but it found that its customers were not really interested. Consumers hesitate to rent them for the same reason that they hesitate to purchase: "range anxiety," or worry about how far the car will go without a charge. But Mr. Broughton said that Enterprise had the very same challenge when it introduced hybrids into its fleet in 2003. Over time it was able to educate its consumers, he said, and now, when gas is over $4 a gallon, Enterprise cannot keep hybrids on its lots even though they cost more to rent. Rental car companies are in a perfect position to educate consumers about the new technology, Enterprise's chief executive, Andy Taylor, suggests. "We have the capacity to provide the perfect channel for introducing, testing and socializing new vehicle and other transportation innovations," he said in a speech this week. "In effect, we have the ability to serve as a personal mobility "petri dish," he said, with consumers sampling new technologies through car rentals and helping to identify what works. To that end, Enterprise has set up a 24/7 hot line for renters of electric vehicles that can answer questions like "Can I plug in and refuel even in the rain?" But Enterprise cannot stop there because the average customer is a bit more mainstream than the ones who might be interested in testing electric cars, Mr. Broughton said in an interview. "We thought by just having them, they would draw enough attraction," he said of the electric models. The average customer is not that customer. So after some research, the company has decided to put its cars in just 50 locations in 20 markets where the "urban eco-curious" are more prevalent. Mr. Broughton describes this person as an early adopter who takes prides in embracing energy efficiency and understanding the benefits of technology. "They are really into smart decisions from a technology and efficiency perspective," he said. To attract these customers to the new cars, Enterprise will roll out a new campaign in the fall called "Driving Futures" in urban areas including New York, Nashville, Phoenix and Austin, Tex.. The campaign is aimed partly at customers who may want the car for a few hours rather than for a weekend getaway. If the company can tap into this new demographic, he said, these customers may find that they enjoy driving electric vehicles. "After all, these cars are practically one giant gadget," he said.