Seven years after its foundation as a luxury alternative to the legacy car rental companies, Silvercar has finally launched a loyalty program. Called Premium Rewards, the new program gives travelers one point per dollar spent on the rental of a vehicle; later, those points can be used to partially or fully pay for another booking.

The launch of Premium Rewards comes at a time in which Silvercar seems to be exploring new avenues for customer acquisition. After aggressive growth in its early years, Silvercar’s expansion to new airports has tapered. The launch of this new loyalty program as well as new incentives for those who purchase new Audi vehicles may help expand the company into new territory.

The move will also help Silvercar compete with Avis, Hertz, and National, its legacy rivals that all have thriving loyalty programs. And while Premium Rewards may still not be able to compete with the blockbuster promotions found at Avis Preferred, Emerald Club, or Gold Circle, it’s a good start at wooing the points junkies out there.

— Grant Martin, Business of Loyalty Editor 

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Grant Martin [gm@skift.com] curates the Skift Business of Loyalty newsletter. He is also a director of product marketing at TripActions. Skift emails the newsletter every Monday.

Photo Credit: An Audi A4, the workhorse of Silvercar's rental fleet. Audi