Car sharing and peak car

Just came across this interesting article summarizing a report about the impact of car sharing on car sales. Not the original report, but well worth a read. I wonder whether the car makers setting up their own car sharing schemes, or partnering with others, know this but feel it's inevitable anyway (like the telcos preparing their own VOIP services to bypass their circuit switched networks) or whether they haven't really thought about it, at least not at a strategic level.