<p>This paper focuses on a market consisting of a vehicle manufacturer, a vehicle retailer, and a group of heterogeneous consumers. Three strategies adopted by the vehicle manufacturer are evaluated, i.e., the traditional sales strategy of exclusively selling new-generation vehicles (Strategy TS), the differentiated car-sharing strategy of selling new-generation vehicles and sharing old-generation vehicles (Strategy SO), and the undifferentiated car-sharing strategy of both selling and sharing new-generation vehicles (Strategy SN). For these strategies, we investigate the optimal pricing decisions of the vehicle manufacturer and the retailer, as well as the timing for a vehicle manufacturer to implement car-sharing services and differentiated car-sharing strategies. We obtain several important findings. The vehicle manufacturer’s wholesale prices remain consistent across all three strategies, and the rental price under Strategy SO is lower than that under Strategy SN. When the marginal production cost of new-generation vehicles is low, the vehicle manufacturer should engage in the car-sharing business, which can increase purchasing demand. In the case of operating car-sharing business, Strategy SO will dominate Strategy SN if the incremental value of new-generation vehicles is low; otherwise, Strategy SN is the optimal one. The analysis shows the manufacturer and the retailer possess differing preferences regarding car-sharing strategies.</p>