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Smartphone-Enabled Car Rental Aims to Make Life Easier

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This story appears in the May 2013 issue of Entrepreneur. Subscribe »

Luke Schneider, head of the completely wireless, smartphone-enabled startup Silvercar, is out to make car rental cool. "We want to be able to turn every Silvercar into your car," he says. "Regardless of the city you're in, you get into your car and your preferences--climate control, radio and seat-positioning settings, itinerary destinations, even favorite restaurants--are already programmed in."

He's not quite there yet, but the road to this goal starts at Silvercar's rental lot at Dallas-Fort Worth International Airport, where 200 identical silver 2013 Audi A4 sports sedans await the company's target market: tech-savvy, independent-minded business and leisure travelers willing to pay $50 to $75 per day for a luxury automobile outfitted with navigation, satellite radio and a Wi-Fi hot spot.

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