history lesson for today, the first company that leased a car, was Z Frank Chevrolet's subsidiary, Wheels Inc

Zollie Frank founded ‘Z’ Frank in 1939 and originally sold Chryslers and Plymouths. He also founded the a leasing company Wheels Inc., becoming the first person to ever lease a car to a customer. Even though Zollie’s Chrysler/Plymouth dealership was highly successful, he saw a better opportunity with Chevrolet and so in the early 50’s he made the switch.

Zollie was known for adorning customers with gifts of ice cream pies, cuff links or silver dollars as part of his savvy marketing techniques.

http://blog.collectorcarads.com/z-frank-chevrolet-sign/02/2009/