Quote Of The Day: Truth In Warranties Edition
We object to the misleading, eye-catching advertisement, because contrary to the grandiose statement made in it, Opel is not actually offering a ‘lifetime’ guarantee
Reiner Münker of the German Wettbewerbszentrale (Center for Protection against Unfair Competition) lays into Opel’s recently-announced “lifetime guarantee” in the Wall Street Journal [sub]. Münker continues
In competition law, there’s a principle that forbids any marketing statement that contains objective untruth. Statements that are a “lie” at first glance can not be “clarified” with an asterisk or be made relative. We don’t reject the notion that this car guaranty is different from those offered by other manufacturers. But the misleading title “lifelong,” which suggests an unbeatable advantage over the competition, has no place in advertising.
And considering that the Opel warranty is limited to 160k kilometers, that seems like a fair conclusion. Unless of course Opel is admitting that its cars are literally not designed to go more than that distance. Either way, Opel’s major brand-building effort is not off to a good start.