People who rent cars are more likely to buy a car over the next 12 months than the general public, according to a study commissioned by a rental car company. And they often wind up buying the brand they had rented rather than the brand currently in their garage.
That means rental fleets are a good way for car companies to show off their products to potential buyers, says Kurt Kohler, senior vice president of North American fleet for Enterprise Holdings, parent of the Enterprise, National and Alamo rental brands, which commissioned the study.
The research, by R.L. Polk & Co., covered 45.9 million rentals by 23.9 million individuals between May 1, 2011, and April 30, 2012. It found that 81 percent of the people who rented a nonluxury brand and then later purchased that same brand were conquest sales.
Overall, 12 percent of renters in the study bought a vehicle in the next 12 months, compared with 8 percent of the population as a whole.