A whole lot of city dwellers, especially outside the US, don't have a license. On top of this they may be wishing to get stuff to/from places that aren't very

A whole lot of city dwellers, especially outside the US, don't have a license. On top of this they may be wishing to get stuff to/from places that aren't very accessible by car, and additionally rental car prices are heavily determined by the price of the vehicle, the operating costs, and maintenance. The numbers on something like this are much lower than on a van.