ST. LOUIS – Enterprise Holdings – which owns and operates theAlamo Rent A Car, Enterprise Rent-A-Car and National Car Rental brands – is adding Quick Response (QR) codes to select Mazda6 vehicles throughout its North American fleet. The effort launches a new industry-leading program, “OnRamp,” that will eventually add QR codes to nearly 1 million vehicles throughout North America.
Scanning the QR code with a smartphone launches a mobile-optimized site where car rental customers can learn more about the vehicles they are renting, find a local dealer if they are interested in purchasing a similar car to the one they are driving, and more. The QR codes are placed on key tags as well as on the driver side window of all vehicles, making vehicle information accessible to more than just the rental vehicle occupants.
Enterprise is the first car rental company to create a comprehensive QR code-based renter engagement campaign.
“Placing QR codes in our rental fleet vehicles is an innovative way to connect with drivers during the millions of test drives taking place in Enterprise’s rental vehicles monthly,” said Susan Lombardo, vice president of vehicle acquisition for Enterprise Holdings. “OnRamp exposes the thousands of renters who are likely looking for a new vehicle to a new experience that extends beyond the rental transaction and puts a spotlight on vehicles from our manufacturing partners like Mazda.”
OnRamp kicks off this week with the special QR codes appearing in select Mazda6 vehicles throughout the Enterprise Rent-A-Car brand network of locations. With more than 5,500 car rental locations within 15 miles of 90 percent of the U.S. population and more than 450 locations across Canada, Enterprise Rent-A-Car is uniquely positioned to expose consumers in need of a rental – due to an accident or broken-down car – to a newer vehicle they might consider for purchase.
“Mazdas are for those who care about what they drive, how it drives, and the way it makes them feel,” said Ron Stettner, vice president, U.S. Sales Operations, Mazda North American Operations. “This program gives consumers an opportunity to discover the unique driving experience you can only get from a Mazda.
“The ability to engage directly with drivers while they are in the midst of their rental experience is extremely valuable,” continued Stettner. “The Enterprise OnRamp program gives current and potential new customers the opportunity to experience the Mazda6’s dynamic styling, meticulous engineering, reassuring safety and advanced technology features.”
ALG, Inc.(formerly Automotive Lease Guide), which provides consulting services for automotive manufacturers, finance companies and fleet companies, has historically suggested to manufacturers that they utilize the rental fleet channel in a thoughtful and responsible manner.
“Providing vehicles to rental fleets in the replacement market allows manufacturers the opportunity to gain consumer exposure to their newer products and features,” said Eric Lyman, vice president, residual value solutions of ALG. “For models with low marketplace awareness, a positive rental experience can bolster brand perception and consideration.”
On its busiest day in 2011, Enterprise Holdings had 1 million vehicles on rent – the equivalent of 1 million test drives. Owner and operator of the world’s largest fleet of vehicles – Enterprise works in partnership with manufacturers to introduce new vehicles and new vehicle technologies to the driving public. Future campaigns will utilize vehicles available at all three Enterprise Holdings car rental brand locations.
About Enterprise Holdings
Founded in 1957, Enterprise Holdings is the most comprehensive service provider and only investment-grade company in the U.S. car rental industry, operating the Alamo Rent A Car and National Car Rental brands, as well as its flagship Enterprise Rent-A-Car brand. Its worldwide network includes more than 7,800 neighborhood and airport locations, with 6,000 offices located within 15 miles of 90 percent of the U.S. population – and more than twice as many locations as Enterprise Holdings’ nearest U.S. competitor. In addition, Alamo, Enterprise and National – which swept Executive Travel magazine’s 2011 “Leading Edge Awards” for the top three car rental brands in the travel industry – collectively lead with more than one-third of all airport business in the United States and Canada. Further, for the last seven years in a row, Enterprise has led the industry in an annual North American airport car rental survey of leisure and business travelers.
With annual revenues of $14.1 billion and more than 70,000 employees, Enterprise Holdings operates, through its regional subsidiaries, more than 1 million cars and trucks, making it the largest car rental company in the world measured by revenue, employees and fleet. In addition, the company’s annual revenues place it near the top of the travel industry, exceeding many airlines and most cruise lines, hotels, tour operators and online travel agencies. Owned by the Taylor family and headquartered in St. Louis,Enterprise Holdings’ revenues for fiscal 2011 would place it 16th among the largest private companies in the United States. Enterprise Holdings and its affiliates offer business and retail customers a total transportation solution, which includes hourly rental, car leasing, WeCar car sharing and Enterprise Rideshare vanpooling programs, as well as the Enterprise Car Sales and Enterprise Commercial Truck rental business lines. In addition, Enterprise Holdings is part of a global strategic alliance with Europcar, creating the world’s largest car rental network. For more information about Enterprise Holdings, visit www.enterpriseholdings.com. For more information about Enterprise Holdings’ environmental stewardship and long-term commitment to the sustainability of its business, visit www.DrivingFutures.com and follow@LeeBroughton on Twitter.
Mazda North American Operations is headquartered in Irvine, Calif. and oversees the sales, marketing, parts and customer service support of Mazda vehicles in the United States, Canada and Mexico through nearly 900 dealers. Operations in Canada are managed by Mazda Canada, Inc., located in Ontario; and in Mexico by Mazda Motor de Mexico in Mexico City.