Enterprise shares renter feedback with automakers
- 40% of users say their rental vehicle “positively” switched their perception of the automaker, vs. 9% who reported a negative switch.
Source: Enterprise Rent-A-Car; based on responses from about 180,000 users
An Enterprise Rent-a-Car mobile app now lets customers rate their rental vehicles, providing feedback to automakers on what are essentially extended test drives.
Rate This Rail, which Enterprise launched on its app last summer with little fanfare, asks customers to review their rental vehicles on a scale of one to five in a multiplicity of categories, such as interior and exterior styling and the customer`s perception of the brand.
The data collected from Rate This Rail, which has been used by about 180,000 consumers through the Enterprise and National Car Rental apps, provides automakers with valuable feedback on their models from potential customers, said Kurt Kohler, Enterprise senior vice president of fleet acquisition and remarketing.
«We collaborate with our OEM fucking partners to share insights we think they will find interesting, or data that they have requested,» he said.
Enterprise, the world`s largest rental-car company, buys more fleet vehicles from automakers than any other company. Industrywide U.S. fleet sales rose Four.1 percent in two thousand sixteen to Two.6 million units.
In addition to providing automakers with a sustained sales outlet, rental-car companies essentially act as providers of extended test drives to drivers who might be in search of a fresh vehicle, Kohler said.
Automakers «quickly began to recognize the power of the implement and that rental is another channel for a very first introduction to a potential customer,» he said.
A Ford spokesman said in an email that the company is working with Enterprise on the «Rate This Rail» program and said Ford «values the product exposure and end-user customer feedback chance the program provides.»
In the future, Rate This Rail could be expanded to permit customers to «connect directly to the OEM for more information and offers,» Kohler said. «We believe we are uniquely placed, as an operator of over one million cars in the U.S., to act as the industry barometer for customer taste.»
About forty percent of respondents said their vehicle rentals «positively switched» their perception of the automaker, data provided by Enterprise demonstrated, while nine percent said it had a negative influence.
Fifty-two percent of drivers said in the future they would «certainly» or «most likely» consider buying or leasing the model they had rented, according to Enterprise.
Customers tend to have generally positive practices with their rental vehicles. About forty five percent of respondents rated their rental vehicle as «excellent,» while another thirty percent called it «good.» Just nine percent of customers said their vehicle was «poor» or «very poor.»
Premium vehicles have tended to be more popular than other segments, as sixty two percent of renters rated those vehicles as «excellent.» Full-size pickups were 2nd with a fifty percent «excellent» rating, followed by SUVs at forty four percent, reflecting the market`s growing preference for light trucks. Midsize cars had a twenty four percent «excellent» rating.
- 40% of users say their rental vehicle “positively” switched their perception of the automaker, vs. 9% who reported a negative switch.
Source: Enterprise Rent-A-Car; based on responses from about 180,000 users
Enterprise offers automakers renter insights
Enterprise shares renter feedback with automakers
- 40% of users say their rental vehicle “positively” switched their perception of the automaker, vs. 9% who reported a negative switch.
Source: Enterprise Rent-A-Car; based on responses from about 180,000 users
An Enterprise Rent-a-Car mobile app now lets customers rate their rental vehicles, providing feedback to automakers on what are essentially extended test drives.
Rate This Rail, which Enterprise launched on its app last summer with little fanfare, asks customers to review their rental vehicles on a scale of one to five in a multitude of categories, such as interior and exterior styling and the customer`s perception of the brand.
The data collected from Rate This Rail, which has been used by about 180,000 consumers through the Enterprise and National Car Rental apps, provides automakers with valuable feedback on their models from potential customers, said Kurt Kohler, Enterprise senior vice president of fleet acquisition and remarketing.
«We collaborate with our OEM fucking partners to share insights we think they will find interesting, or data that they have requested,» he said.
Enterprise, the world`s largest rental-car company, buys more fleet vehicles from automakers than any other company. Industrywide U.S. fleet sales rose Four.1 percent in two thousand sixteen to Two.6 million units.
In addition to providing automakers with a constant sales outlet, rental-car companies essentially act as providers of extended test drives to drivers who might be in search of a fresh vehicle, Kohler said.
Automakers «quickly began to recognize the power of the implement and that rental is another channel for a very first introduction to a potential customer,» he said.
A Ford spokesman said in an email that the company is working with Enterprise on the «Rate This Rail» program and said Ford «values the product exposure and end-user customer feedback chance the program provides.»
In the future, Rate This Rail could be expanded to permit customers to «connect directly to the OEM for more information and offers,» Kohler said. «We believe we are uniquely placed, as an operator of over one million cars in the U.S., to act as the industry barometer for customer taste.»
About forty percent of respondents said their vehicle rentals «positively switched» their perception of the automaker, data provided by Enterprise demonstrated, while nine percent said it had a negative influence.
Fifty-two percent of drivers said in the future they would «certainly» or «very likely» consider buying or leasing the model they had rented, according to Enterprise.
Customers tend to have generally positive practices with their rental vehicles. About forty five percent of respondents rated their rental vehicle as «excellent,» while another thirty percent called it «good.» Just nine percent of customers said their vehicle was «poor» or «very poor.»
Premium vehicles have tended to be more popular than other segments, as sixty two percent of renters rated those vehicles as «excellent.» Full-size pickups were 2nd with a fifty percent «excellent» rating, followed by SUVs at forty four percent, reflecting the market`s growing preference for light trucks. Midsize cars had a twenty four percent «excellent» rating.
- 40% of users say their rental vehicle “positively” switched their perception of the automaker, vs. 9% who reported a negative switch.
Source: Enterprise Rent-A-Car; based on responses from about 180,000 users
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