Enterprise Holdings has launched a new QR code program that lets auto manufacturers promote their vehicles to car renters.

Mazda is the first car manufacturer to participate in the program, with QR codes appearing on Mazda6 vehicles for rent at Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental. The QR codes are placed on key tags as well as on the driver side window of all vehicles.

“QR codes are the latest technology and, combined with increased consumer propensity to use smartphones to access information, we are able to create an interactive experience for our customers,” said Enterprise spokeswoman Lisa Martini.

“In the past, marketing messages were pushed to consumers,” she said.

“With QR codes, the consumer decides what they want to learn more about. They are opting in to a relationship with the brand.”

Potential buyers
Enterprise, Clayton, MO, reports that many customers ask about buying the vehicle model they drove after their rental experience. The QR code effort helps the company fill in the gap between its locations and the car dealer by providing information from car manufacturers about their vehicles.

The ability to engage directly with drivers while they are in the midst of their rental experience could be valuable for car manufacturers by giving potential new customers a way to learn more about the car. 

In addition to Mazda, other manufacturers such as Toyota and Nissan have already signed on for this year.

The OnRamp program will eventually add QR codes to nearly 1 million vehicles throughout North America.

Mobile phone owners can scan the QR codes found on Mazda6 cars to launch a dedicated mobile-optimized site created for this campaign.

On the site, users can learn more about the vehicle being rented. Users can also find a local dealer if they are interested in purchasing a similar car to the one they are driving.

Enterprise Holdings owns and operates Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental. The company has more than 5,500 car rental locations.

“This program is set up, moving forward, to allow our manufacturing partners to offer the same experience to their interested consumers,” Ms. Martini said.

“However, as our OnRamp program grows, we’re excited about what’s possible for our brands in the mobile space, and the consumer experience we can offer our customers,” she said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York