ST. LOUIS -

On Tuesday, Enterprise Holdings began rolling out a QR code campaign across its vehicle fleet to get customers thinking about their next vehicle purchase. The first vehicle brand to get the QR codes is Mazda, but the company confirmed that other automakers, including Toyota (for the Avalon) and Nissan (for the LEAF and NV), will also be getting these QR codes.

First, Mazda6 vehicles throughout Enterprise’s North American fleet will get the codes. However, the program, which is called OnRamp, will eventually expand to include nearly 1 million vehicles and could prove particularly advantageous to dealers.

By scanning an OnRamp QR code, smartphone users are taken to a mobile-optimized site where they can not only learn more about the vehicle they are renting, but also find a local dealer if they are interested in purchasing a similar car.

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,” the company contends.

So just how can Mazda rooftops become more visible to potential customers through the new Enterprise program?

"The vehicle’s QR code takes the drivers to Mazda’s custom built website (www.MazdaUSA.com/MeetMazda6) where they can find information such as dealer locations, dealer inventory, vehicle pricing and vehicle specs," an Enterprise spokesperson told Auto Remarketing on Tuesday.

"Additionally, the driver has the ability to request an online quote; if a quote is requested, the system will then send a message to the driver’s local dealer who will contact the driver," the spokesperson continued.

"This is an ongoing effort based on interest and partnerships with our manufacturers," the spokesperson told Auto Remarketing.

QR codes will eventually span vehicles covered by all three rental brands — Enterprise Rent-A-Car, National Car Rental and Alamo Rent A Car.

"Right now, with Mazda, we are kicking off the program through our Enterprise Rent-A-Car network of locations, reaching renters who are more likely renting because their car has been in an accident or has a mechanical issue; and their car is the shop and they might be looking to purchase a new vehicle," the Enterprise spokesperson explained.

Highlighting the connection a customer can make with a vehicle that could ultimately lead to a purchase, officials said, "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."

Vice president of vehicle acquisition for Enterprise Holdings Susan Lombardo stressed, "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.

"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,” she continued.

Ron Stettner, vice president of  U.S. sales operations at Mazda North American Operations, said, "Mazdas are for those who care about what they drive, how it drives, and the way it makes them feel. 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. 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,” he continued.

ALG, a value analyzer, said this new idea to market models makes sense.

"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 of residual value solutions at ALG. "For models with low marketplace awareness, a positive rental experience can bolster brand perception and consideration."