Enterprise [rental company] Used Car Sales
This commercial tells us about why Enterprise is a great place to buy used cars.
What this ad tells us:
At Enterprise we not only rent great cars we sell them too. And buying from us is different from buying from anyone else. At Enterprise we clearly mark our lowest price on every car, no games, that’s the price. And every vehicle comes with a 12 month, 12,000 limited power train warranty. We’ll even buy it back if you’re unhappy for any reason. It’s like a happiness guarantee.
Haggle free buying, worry free ownership. Let us show you what that means.
Claims or statements made and what they actually mean:
- What the commercial said: ..buying from us is different from buying from anyone else. At Enterprise we clearly mark our lowest price on every car, no games, that’s the price
- What some people might think that means: Enterprise is the only place that sets their prices with no haggling or games
- What it really means: There is no deception in this statement – it is made clearly and with no confusing wording. However Enterprise is not the only company or car dealer that sells cars with fixed or “no haggle” pricing.
When this statement is made the following fine-print is shown:
Prices and fees vary by geography and time of price comparison
This fine print only clarifies the pricing, and does not contradict “we clearly mark our lower price on every car” statement.
- What the commercial said: And every vehicle comes with a 12 month, 12,000 limited power train warranty – shown on screen in large print: WORRY-FREE WARRANTY
- What some people might think that means: If I buy a car from Enterprise if anything goes wrong with the car in a year or within 12,000 miles, they will fix it and I won’t have to pay any money.
- What it really means: The statement uses the word “limited” and is a “power train” warranty. The following fine-print is also displayed:
Limited Warranty beings on the vehicle purchase date and extends for 12 months or 12,000 miles whichever comes first. Restrictions apply. For details see an Enterprise Car Sales Manager.
This fine print clarifies when the warranty begins (the date you purchase the car) and how long it lasts (12,000 miles). However it also indicates that restrictions apply and the only way to get details about those restrictions is to speak with an Enterprise used car sales manager. The key items to consider in this claim are “limited” (meaning, ‘not everything’ or with restrictions) and “power train”. This means that the warranty only covers the “power train” which usually consists of the engine, drive-shafts, transmission, axels, etc. However since the fine print indicates restrictions that are only available by visiting an Enterprise dealer, we cannot know for sure exactly what this warranty covers or does not cover.
- What the commercial said: We’ll even buy it back if you’re unhappy for any reason
- What many people may assume it means: If I buy a used car from Enterprise and I am unhappy with it, for any reason at all, they will give me my money back.
- What it really means: This statement is clear with little room for deception, however the following fine-print is shown with some clarifications and restrictions:
For a period of seven days after the date of delivery or 1,000 miles beyond the odometer reading at delivery, whichever comes first, the vehicle may be returned for the exact price originally paid minus a $200 cleaning/restocking fee (as allowed by law). Restrictions apply. For details, see an Enterprise Car Sales Manager.
What does the fine print mean?
This fine print adds some clarifications and specifics to the “happiness guarantee”:
- You have only 7 days or 1,000 miles, whichever comes first, to return the car
- You do not get all of your money back – you get back what you paid, minus $200
- There are even more restrictions but to find out what they are you must see (go to) an Enterprise Sales Manager
This advert has little deceptive wording but does without reading the fine-print the warranty and buy-back claims may seem better than they actually are. Many details are also only available if you see an Enterprise Sales Manager.