Check out this "TDU math".
By your numbers, the company could offer a dollar for dollar match, up to the $18,000 annual max in a 401k plan and save at least $2,500 per employee.
Provided that my TDU calculator is accurate, if an driver takes advantage of this program and maxes out each year, they would have over $1 million without even realizing a penny of interest over that 30 years (burying it in my backyard).
Realize an average of 6% investing it (which is reasonable and the standard), compounded over 30 years, and you would have an enormous amount of money that I can't calculate on what's left of my lunch break.