This study discusses the implementation of price bundling promotions by case study of Taiwan High Speed Rail (THSR), and realizes freeway drivers' viewpoints of service qualities and their modal choice behavior. A questionnaire survey was designed through stated preference approaches collect car drivers' modal choice behaviors under five price promotion scenarios. From this survey, we extracted significant latent variables that influence car drivers' modal choice behavior on transport service qualities via factor analysis. Choice behavioral models regarding modal choice and price bundling promotions choice via discrete choice models were developed. The results showed that modal choice behaviors are significantly affected by transport service qualities. Variables of travel time and travel cost are also empirically verified in modal choice behavioral models. Round-trip discount and joint-purchase ticket are most effective marketing programs to attract car drivers to change their modal choice, especially for long distance trips. Coupon with eight tickets has limited effect due to its higher total purchase cost. Discount in non-peak hours has little effect on car drivers. Finally, some marketing implications are addressed based on analytical results which may assist in promoting the operation of THSR and enhancing its market share.