Car companies dialing-in rental car test drives
General Motors is piloting a program with its Chevrolet brand that puts its midsize Malibu sedans in Enterprise Rent-A-Car fleets located in markets popular with that type of buyer. To nudge interested renters towards the showroom, QR Codes have been placed prominently in the vehicles. When conveniently scanned by a smartphone, the codes connect users to Chevrolet's website where they can find specifications, pricing and dealership locations.
Chrysler Group is also working with Enterprise, but taking things a step further. Its QR Codes not only send people to the automaker's website, it links them to walk-around videos and offers them discounts on vehicle purchases in a manner similar to targeted direct mail. But selling cars isn't Chrysler's only objective, as they have been working with renters to gather opinions on vehicle factors including engine power and cabin comfort. If you've got a captive audience, why not?
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