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Your New Car’s Warranty Is Now a Loyalty Tool

BY: Amanda Walter
Happy couple receiving keys of their new car from saleswoman

When you drive off the dealership lot in a brand new or used car, it’s natural to feel a sense of pride and comfort in your purchase, knowing you’re covered with a factory warranty. However, that peace of mind has an expiration date. This end date is also a strategic loyalty tool chosen by dealerships and automakers for the sole purpose of bringing you back—again and again. Short-term warranties, often lasting three years or 36,000 miles, have evolved to align with the typical auto loan or lease, encouraging repeat dealership visits for service, upsells, and future car sales. They offer real benefits, but they can also limit your flexibility and lock you into one auto warranty provider.

Understanding how these warranties work can help you choose long-term coverage that fits your needs, budget, and driving habits, without getting stuck in a cycle of dealership dependency.

How Dealerships Use Short-term Warranties to Lock in Loyalty

Standard car warranties offered today offer protection for basic coverage items, typically for around three years or 36,000 miles, depending on which comes first. In certain cases, this protection will stretch to five years or 60,000 miles. These seem like generous protection offerings on the surface, especially if it’s a powertrain warranty, but they serve a larger purpose beyond just vehicle protection. They are carefully timed to coincide with the average length of a new car loan or lease in certain instances, which directly benefits a car dealership.

This timing benefits the dealership because it encourages drivers to return to the lot not just for routine maintenance services but also for potential warranty upsells or trade-in offers. This makes for loyal customers, certainly, but it ultimately forces people to stay with their car dealer. Dealerships don’t just make their money from car sales. Fixed operations, such as parts and service, can account for more than half of a dealership’s gross profit.

When you are used to visiting the service department of your dealership regularly, you are far more likely to respond to pitch-upsells for premium maintenance packages, certified pre-owned vehicles, extended warranties, and more. Beyond this, short-term factory warranties are also a part of the sales cycle for dealerships. By anchoring you in early, a dealership can turn your simple warranty coverage into a long-term marketing funnel.

The Downside to Short-term Warranties

Modern drivers are keeping their cars longer and longer, considering the fact that the average vehicle now lasts 200,000 miles before giving out. This is far beyond the coverage limits of a standard factory warranty, especially if you are planning on driving your car longer than the 3-to-5 year mark. Eventually, you will be forced to face repairs without coverage unless you plan far enough in advance.

Even the most reliable vehicles can have issues over time, with problems like transmission failure, air conditioning breakdowns, and electrical system malfunctions often happening outside of the original warranty window. These repairs can easily get into the thousands of dollars, which can break the bank for many drivers. However, without an extended warranty or vehicle service contract attached to your vehicle, and assuming your factory warranty has expired, you will be on the hook.

Essentially, relying on only a short-term warranty does nothing but expose your vehicle to growing financial risk as more time passes. Dealerships may also stipulate where you can go for vehicle repairs, which requires you to return to a specific network of service centers, thereby limiting your freedom. This may also come with hefty upfront payments or include exclusions that reduce real-world value.

Choosing the Right Warranty Plan for Long-term Ownership

Buying a car, whether new or used, is a massive commitment. Ensuring this purchase is protected, therefore, should be of the utmost priority. Below are some of the key questions you should think about when considering the right warranty plan for your needs, now and in the future:

  • How long do you plan to keep the vehicle?
  • How many miles do you drive annually?
  • Do you prefer dealership service or independent shops?
  • What’s your budget for out-of-pocket repairs?
  • Are you financing the vehicle?

Your goal when choosing a warranty for your vehicle should be to find a provider who can match not just the needs of your vehicle, but also your lifestyle. Ensuring you are in control of your protection plan should be your number one concern when choosing the right package for your needs.

How an Endurance Warranty Plan Can Offer a Path Forward

Endurance Warranty is a well-known provider of vehicle service contracts, with a range of offerings that can be customized to suit your specific needs. Flexibility, dependability, and no strings attached are the mantra for each warranty plan offered. Regardless of whether you’re seeking high-level stated protection for only the most important components or coverage that is closest to that offered by a vehicle manufacturer, Endurance has something for your needs.

Perhaps one of the greatest benefits of adding an Endurance plan to your vehicle is the fact that you gain access to over 3,900 certified auto repair shops nationwide through our partnership with RepairPal. This means that no matter where you are located, there is most likely a shop close to your preferred area. Endurance offers coverage for vehicles up to 20 years old, as well, which means you don’t need to worry if your factory coverage expired years ago.

Every Endurance plan also comes with one year of our Elite Benefits.* These perks offer appealing assistance, including reimbursements for up to four tires per year due to road hazards, up to $500 in collision discounts, windshield repair, and more.

Make Your Auto Warranty Work for You

Short-term warranties may offer you immediate peace of mind, but they’re also undoubtedly a strategic tool used by dealerships in an attempt to lock you in for years. While there’s nothing necessarily wrong with trying to retain a customer, it’s important to cast last on this strategy so that the limits of factory warranties in the short term can be considered.

If maintaining vehicle protection after the original warranty period ends is your goal, an extended warranty or vehicle service contract provider such as Endurance is a viable option to consider. Offering flexibility, transparency, and real-world value that lasts for years, you’ll be able to plan ahead and protect your budget rather than only reacting when something breaks.

To learn more about which Endurance plan may suit your needs, call a service plan advisor at (800) 253-8203 or shop online now to see your price.

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