Automakers are exceptionally eager to put you in the driver’s seat of a rented vehicle – the fancier the better.
No longer the domain of basic stock models, the rental marketplace has been steadily evolving into a vibrant venue for highlighting the latest in OEM offerings that come loaded with options to entice and educate potential vehicle buyers.
In addition to showing off the latest in luxury and practicality, taking an environmentally advanced propulsion system or otherwise unfamiliar model on a shakedown cruise to size it up can present a worthwhile learning opportunity that advances the shopping process.
According to a recent Enterprise Rent-A-Car customer survey, more than half of the respondents report that they first became aware of various automotive innovations while behind the wheel of a rental. And when stepping into a dealer’s showroom, nearly 50 percent of the prospective purchasers say they tabulated their wish list of desired features based on what they admired during the extended test drive that rentals provide.
“Our automotive manufacturing partners have regularly viewed our fleet as a testing ground for new automotive technologies, and this survey reveals that this experience does impact drivers’ future purchase decisions,” says Kurt Kohler, Enterprise’s senior vice president of vehicle acquisition and remarketing.
“As drivers, we often don’t know we need something until we’ve tried it out for ourselves – then we can’t do without it,” he notes.
Most renters, 60 percent, are “very comfortable” sampling a car equipped with unfamiliar technology, and business rental customers are four times more likely to rent an electric vehicle.
Safety-related technologies – especially collision avoidance systems – are rated as the “most important” element of having a satisfactory driving experience. When buying a new vehicle, renters are more likely to choose technological upgrades over a luxury or sport/performance package, says Kohler.
Regarding fuel-saving technologies, fuel efficiency is significantly more important to women than it is to men (54 percent vs. 39 percent). Women are significantly more likely than men to prefer a more dynamic navigation system (56 percent vs. 45 percent) and technology that enables them to identify the lowest-price gas stations (58 percent vs. 36 percent).
Women are more inclined to say heated/cooled seats, GPS navigation and a sunroof are must-haves, and 47 percent of women say that lack of a place to put a purse or laptop bag is a pet peeve, according to Kohler.
Men, relative to women, are more interested in satellite radio (17 percent vs. 11 percent) and a backup camera (7 percent vs. 2 percent). Men are also more likely than women to view Bluetooth as a must-have (56 percent vs. 43 percent).
Airport-location customers of National Car Rental, which is owned by Enterprise, are 45 percent more likely than the average American to buy a new vehicle within six months of a rental transaction, according to a Polk survey commissioned by Enterprise.
The study covered 23 million individual renters over a 12-month period, “and it strongly indicates that many car rental customers are using their rentals to experience new makes and models,” says Rob Connors, National’s assistant vice president of brand marketing. “For example, of the customers who purchased a vehicle they had rented, 77 percent, on average, bought a different make and model than what they already owned.”
Opportunity for exposure
In keeping with these trends, earlier this year National and Chevrolet conducted a two-month test-drive promotion aimed at National’s Emerald Club’s members highlighting the 2014 Impala.
“One of the reasons we chose National as our partner for this program is the opportunity for exposure,” says Chevrolet marketing manager Jon Hahn. “This program gives National’s customers access to an extended test drive of our newly redesigned 2014 Impala, and we look forward to hearing their feedback on all the new features and advanced technology that make the 2014 model so special.”
Citing the mutual benefits of a “try before they buy” promotion, Connors says the endeavor “is just one example of our commitment to work with our manufacturer partners to provide a wide selection of vehicles that meet and exceed our customers’ expectations.”
National’s Premier Selection program, introduced last fall to 25 airport rental lots, hosts a special section consisting of luxury nameplates such as the Cadillac Escalade, Lincoln Navigator and Lexus IS250.
“We’ve seen an increase in requests for high-end vehicles from our customers,” explains Connors. “Whether closing a deal or entertaining clients, our customers occasionally need the extra prestige that comes along with these upscale vehicles.”
Designed to “marry sportiness, elegance, comfort and the latest technology,” in May Hertz added three new BMW models to an expanded Dream Cars lineup that includes Ferrari, Aston Martin, Bentley, Lamborghini, Viper, Porsche, Mercedes-Benz, Land Rover, Cadillac and Tesla. “The addition of the BMW 650i models and M5 allows us to deliver high-performance, premium rental options to our customers to meet their diverse needs,” says Hertz Chairman and CEO Mark P. Frissora.
Customers in select markets can rent a Tesla Model S or Tesla Roadster. “Customer and industry support for Hertz’s Dream Cars has been overwhelming,” says Frissora, adding that “the addition of this vehicle shows the passion we have in offering the best and most diverse fleet to our customers. At the heart of Model S is the proven Tesla powertrain, delivering both unprecedented range and a thrilling drive experience.”
Avis also offers laid-out rentals, describing the array as representing “how road warriors dress for success.”
“Whether you’re rolling up to the big meeting or getting away in style, Signature Series cars – including vehicles from Infiniti and BMW – will make sure you’re traveling in business class, no matter where you’re going,” says Tom Gartland, president of North American operations.
“The most acclaimed luxury SUV, the Cadillac Escalade, was popular among renters last year, so Avis has purchased more Escalades this year,” he reports. The 2014 model boasts a 403-horsepower V8 engine, heated and cooled front seats, a heated steering wheel, rear-vision camera, tri-zone climate control, a power sunroof and a roof-mounted luggage rack.
“There’s getting there,” says the program’s tagline, “and there’s arriving.”
Subscribe to Aftermarket Business World and receive articles like this every month….absolutely free. Click here.
