16 August 2010

Given the fuss which Warranty Direct (and one other private individual) managed to create this week over Kia’s TV and radio adverts (promoting its 7-year warranty), Vauxhall must already be braced ahead of its TV campaign for its ‘Lifetime Warranty’.

The Vauxhall campaign goes out on air from Monday in prime-time slots. Much of the advert is devoted to reminding us about older Vauxhall ads and the manufacturer’s heritage before the voice-over eventually starts talking about the warranty. But, it is still a strong, simple sell.

Interestingly, Vauxhall has chosen to qualify its major claim by saying that ‘A warranty could now last a lifetime’. The voice-over doesn’t mention the 100,000-mile limit (which caused the Kia problem) but it does appear very prominently under the tag line at the bottom of the screen. I would say it is sufficient to satisfy the Advertising Standards Authority as well as Warranty Direct. The direct warranty seller must be concerned about the effect which the Vauxhall initiative will have on its business.

However, assuming Vauxhall has got its trade descriptions right, one imagines that the ad will be bombarding our screens all the way up to the appearance of the 60-plate next month. Not that there is much hope that the plate change will be of much interest to any but the monstrously snobbish Hyacinth Buckets – sorry, Bouquets – of this world. (You know, the ones who really must keep up appearances at all costs.)

I am afraid that the Onslows of this land and sons like Sheridan – who in any case is always on the cadge for money – will be nowhere to be seen. Maybe, just maybe, Violet – you know, the one with the Mercedes, sauna and room for a pony, might just be in the market.

It is going to be interesting to see how much of a driver for new business the warranty issue turns-out to be, especially for those dealers with brands that have not yet eschewed the 3-year cover.

Have a good week, both in and out of the showroom. If you have a story for us, or simply want to get something off your chest, email barry@auto-retail.com

Barry Hook
 

Tags: Barry's Blog, Onslow, warranty