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Last week, Zipcar announced a move that will almost surely appeal to its outdoorsy customers. With sunny days ahead, Zipcar plans to tap into the need for exercise and open-air recreation by adding some complimentary items to 20 of its Ford Escapes in New York City.

Zipcar's initial public offering (IPO) earlier this month turned a concept – vehicles available for rent by the hour – into a $1.2 billion stock-market value, according to Barron's, America's so-called "premier" financial magazine. However, the car-sharing company, as we've pointed out before, is in the red. Despite that, Zipcar shares are currently trading for around $26, up substantially from the IPO price of $18. However, Barron's suggests that the future outlook for Zipcar is ske