In an attempt to reduce auto traffic by 40% by 2020, the Parisien Mayor, long-time friend to bike commuters, has staged another bold move to make the city more bike friendly.

This time, Paris has added a fleet of bikes that consumers can check out for about $1.38 per day. There are bike check-in/check-out stations all over the city, and it sounds like it works like those luggage carts that you rent temporarily at airports.

The city added about 11,000 bikes last week and has plans to expand to 21,000 by the end of the year. A private corporation popped for the cost of all bikes in exchange for exclusive advertising rights at the bike stations (and probably on the bikes as well).

The new movement is called “Velib“, a marriage of the terms “velo” (bike in French) and “liberte”.

The Parisien Mayor has also added 125 miles of bike lanes to Paris since 2001, angering some motorists.