Chevy offers free Impala weekend drives for National renters

The new Chevy Impalas are available in exclusive sections of National Car Rental's lots.
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Chevrolet is offering members of National Car Rental's frequent renters clubs who recently rented 2014 Chevrolet Impalas a weekend of seat time in another Impala for free.

Under the marketing program, National's Emerald Club Executive and Executive Elite members who live in select markets and rented an Impala from National receive an invitation to drive another new Impala when they get home, compliments of Chevrolet, said Kurt Kohler, senior vice president of fleet acquisition and remarketing at Enterprise Holdings, the parent of the car-rental company.

The rental portion of the program started Nov. 1 and ended this past weekend, but members who received invitations from Chevy have until the end of February to take the free weekend test drive, a General Motors spokeswoman said.

Direct marketing

National's frequent renters club members are typically male business travelers ages 40 to 55, Kohler said. The program enables GM to market directly to those consumers and benefit from having them show off the vehicles to friends, family and neighbors.

"When you pick an Impala, you're giving the heads up that maybe you're interested in that car," Kohler said.

The new Impalas are available in exclusive sections of National's lots where club members who have reserved a mid-sized car can select any vehicle.

To qualify for the Impala test drive, National's frequent rental members who rented an Impala must live in Phoenix, Atlanta or select counties in Connecticut, New Jersey and New York.

Different renters

Enterprise Holdings owns National, which caters to business travelers at its airport locations, and Alamo Rent A Car, which caters to airport leisure travelers. It also owns Enterprise Rent-A-Car, which specializes in nonairport rentals to consumers whose vehicles are being repaired or need transportation.

Enterprise's neighborhood locations are handling the weekend test drives' logistics, including supplying the Impalas.

Enterprise Holdings operated 1.4 million vehicles throughout the world in its 2013 fiscal year.

You can reach Arlena Sawyers at asawyers@crain.com.


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