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A lot of companies truly underestimate the power of advertising on vehicles. I have my van out today for a DELL warranty job and while filling it up at the pump I was approached by 2 separate people asking about the stuff I do (IT, Networks, Web)
In fact I can attribute over 20% of my business coming off the van.
Which is one place a clearly descriptive, simple generic can pay extra dividends, since it can be "remembered" at 70mph in the fast lane.
BTW, it's not a new idea as such, but perhaps worth sharing - in Tokyo I saw a Hummer painted bright pink with advertising on it was regularly parked in an expensive part of town (basically the owner was getting the "billboard value" for the cost of feeding a greedy parking meter every 2 hours, probably worth every yen...)