Enterprise Holdings, which owns and operates the Alamo Rent A Car, Enterprise Rent-A-Car and National Car Rental brands, is adding Quick Response (QR) codes to select Mazda6 vehicles throughout its North American fleet, according to a Nov. 8 press release. The effort launches a new program, “OnRampSM,” that will eventually add QR codes to nearly one million vehicles throughout North America.

Scanning the QR code with a smartphone launches a mobile-optimized site where car rental customers can learn more about the vehicles they are renting, find a local dealer if they are interested in purchasing a similar car to the one they are driving, and other features. 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.

Enterprise is the first car rental company to create a comprehensive QR code-based renter engagement campaign.

“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,” said Susan Lombardo, VP/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.”

ALG Inc.(formerly Automotive Lease Guide), which provides consulting services for automotive manufacturers, finance companies and fleet companies, has historically suggested to manufacturers that they utilize the rental fleet channel in a thoughtful and responsible manner.

“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, VP/residual value solutions of ALG. “For models with low marketplace awareness, a positive rental experience can bolster brand perception and consideration.”