Rental experience influences new car buying decisions

Avis has revealed the true impact on a driver’s future new car purchase each time they get behind the wheel of a daily rental car.

Believed to be the first survey of its type ever published, Avis has surveyed more than 2,500 renters in the UK, France, Germany, Italy and Spain.

Each renter had a high degree of car ownership, with 75% of UK drivers owning two cars per household rising to 83% amongst French drivers.

Avis found that 105 people were typically exposed to each car while it was on its fleet. Out of those 105 people 40% of rental customers said they were set to buy a new car in the next 12 months, rising to 48% in the UK.

44% of those UK drivers said their view of the car was slightly or much better after renting and 56% of all drivers said their perception of the manufacturer’s range of cars had also improved.

On handing back the rental car 44% of UK renters said they were slightly or much more likely to add the model to their next new car shopping list, rising to 54% in Spain.

As manufacturers take stock of their exposure to rental volumes, the Avis survey reinforces it is still a very powerful marketing tool for car makers.

“For years supplying cars to the rental industry has had a negative connotation and while it was always thought there were benefits to car makers of getting their product in front of new drivers, no one could prove it,” explained Paul Hainsworth, Avis Fleet Director.

“This survey was commissioned to find out the true impact on a driver’s future car buying decision and the results were very positive. We understand manufacturers have to control rental volumes more carefully, but this proves they could lose out on future sales, many to drivers who have never experienced their brand, if they do not keep up a presence in the rental arena,” he added.

Peugeot used rental in 2007 to find out more about what drivers thought of their new 207, supplying Avis with 300 cars across the UK, with drivers being encouraged to fill in a questionnaire about their experience.

After the initiative Peugeot commented: “As a manufacturer, the most important reaction for us is the one we get from the public. With an average of 105 potential drivers experiencing each of the Avis Peugeots over a six month period, thousands of drivers got behind the wheel of the 207 for the first time.”