That means drivers in urban locations, often Gen X and Millenials, and interested in greener transpo

That might depend on who you ask. Because despite popular rental company Hertz having massive success with the format, backed up by other popular schemes like Car2Go, things travel agency aren't so rosy for Enterprise.
That seems odd, given that Enterprise travel agency isn't only making efforts to educate customers--just as it did when the company first started offering hybrid vehicles--but it's even making the cars available in areas full of what Enterprise calls the "Eco-curious".
That means drivers in urban locations, often Gen X and Millenials, and interested in greener transportation. So why aren't they going for the Leaf? And why aren't Hertz, Car2Go and others having the same problems?
Hertz has been bullish travel agency about its success with electric cars. In October last year, it claimed that if the factories could produce them, it would take another two or three thousand EVs to add to its small fleet of 50.
Some of that is down to the cars' success with corporate customers. For short-distance travel, Hertz reckons that companies much prefer to put their employees in an electric car--particularly if the company has clear sustainability plans. It's also a good way for the companies to trial electric vehicles before taking the plunge with their own fleet.
With Enterprise seemingly taking a middle ground between Car2Go's short-term travel agency rentals and Hertz's business-led approach, travel agency it could suggest that a less-traditional take on car rental could be the way to go when it comes to electric cars.
The info provided doesn't lead me to conclude that Hertz is making money hand over fist : 50 cars and this from last October? I have to assume the PR depts have had a hand in all this - today is not the time, what with a lack of charging stations, etc. for a rental company to embark on a program like this. They are jumping the gun.
I rent a lot of cars, I try to rent green cars when the opportunity presents itself. My experience in general has been that the reservation systems do not make it easy or even possible to rent green cars. If they are available the customer service reps typically discourage them. I had one flat out tell me that I didn't want to rent one of the many leaf cars in the parking lot because I couldn't go very far and that I wouldn't be happy with it. This has been my experience with car sales people as well. My opinion is that the biggest barrier to adoption is the sales people themselves. Getting butts in the driver seats of EV's and green cars in general will eliminate the perception problems and misinformation spewed by the detractors.