We’re all guilty of using the latest catchphrase or slang to grab our listener’s attention. These catchphrases serve several purposes. We use them to convey complex ideas, create brand identity or reflect cultural associations with specific demographic groups. When it comes to retail automotive sales, using the wrong catchphrase can land the team member – and the dealership – in compliance hot water.
Let’s consider the catchphrase “bumper-to-bumper.” Retail salespeople and F&I staff have used this term since the 80s to describe the concept that a warranty or protection product covers the entire vehicle. In fact, during a recent visit to a used car dealership in my area, the salesperson went to great lengths telling me about the total coverage warranty that made this particular vehicle such a great deal.
When I explained that “bumpers” were actually covered by insurance policies – not vehicle warranties – the salesperson tried to casually dismiss the distinction. While I’m a knowledgeable buyer, many car buyers are not. Creating the perception that a vehicle warranty truly covers an entire vehicle end-to-end is not only misleading, it could be an accidental violation of Section 5 of the Federal Trade Commission Act: Unfair or Deceptive Acts or Practices. When used to intentionally mislead a certain set of consumers, it may also violate other federal or state laws. Using this catchphrase is not only incorrect, but its use can also be unlawful and result in a costly fine of $51,744 per violation.