• by Tanya Gazdik , November 8, 2011

Enterprise Holdings is launching a Quick Response Code program this week with Mazda as its first automotive partner.

The “OnRamp” program is the first of its kind, the St. Louis-based rental car company claims, and has the potential to reach up to a million car renters a day. The codes will first appear in Mazda 6 vehicles available at Enterprise Rent-A-Car locations. The company also owns Alamo Rent A Car and National Car Rental.

The simple graphic asks “Like What You See? Scan the code and learn more.” Below the code, the graphic identifies the vehicle’s nameplate (2012 Mazda 6) and also includes the automaker’s Web site.

The QR codes are placed on key tags as well as the driver side window of all vehicles, making vehicle information accessible to more than just the rental vehicle occupants. Scanning the code with a smartphone will launch a mobile-optimized site where car rental customers can learn more about the vehicle they are renting, including finding a local dealer.

There are codes in many of the Mazdas now, and that rollout will be complete in the next few months, according to Lisa Martini, Enterprise spokesperson. Beyond the Mazda campaign announced today, Enterprise is working with several other manufacturers, including Toyota (Avalon) and Nissan (LEAF and NV) on programs. In the short term, QR codes will be in tens of thousands of vehicles, and Enterprise anticipates that as the 2013 model-year vehicles come in, they will be close to having QR codes in all one million vehicles, Martini says.

Due to Enterprise’s neighborhood presence (5,500 offices are located within with located within 15 miles of 90% of the U.S. population as well as 450 locations across Canada), a significant portion of its local rental customers are renting a vehicle due to an accident, theft or mechanical issue with their current vehicle and may already be thinking about their next vehicle purchase, according to 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,” Lombardo said in a release.

The OnRamp program is giving auto manufacturers the ability to conduct test drives with these potential buyers before they start shopping. The program aims to build brand familiarity, consideration and ultimately, additional retail sales.

“The ability to engage directly with drivers while they are in the midst of their rental experience is extremely valuable,” said Ron Stettner, vice president, U.S. Sales Operations, Mazda North American Operations, in a release.