Easy, they get you (the customer) to do it. How? Well, they pay you in car-minutes if you do it. It depends on the company, but it can be anything between 20 and 40 minutes (maybe some companies offer more than this). Sometimes it can be quite convenient, for example if you're going into the center of the city and it's only a few minutes walk to your actual destination. You get say 30 minutes of free car-minutes which basically means you can drive their car for 30 minutes without paying the next time you use one of their cars.
That's the gist of it. I guess if you are smart about your routes then you can more or less drive for free if you always charge their cars. I think some people probably look for cars with a low electrical charge / low gasoline and recharge/refuel those cars to obtain lots of bonus car-minutes.
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