Shopping for a new vehicle? Be sure you know what car ads are telling you

Article content

It’s new, it’s improved, it’s the best one we’ve ever made! Cars are complicated, and when they’re advertised, automakers have to stuff as much as possible into 60 seconds of airtime.

Article content

These ads also have to make you want that car because it’s better than all the rest, and they’ll certainly try to tell you why it is. These claims aren’t false, but they can sometimes be hard to decipher — and the automakers likely won’t mind if you misinterpret them in their favour.

We apologize, but this video has failed to load.

Try refreshing your browser, or
tap here to see other videos from our team.

Shopping for a new vehicle? Be sure you know what car ads are telling you Back to video

We’ve rounded up a few misinterpretations to watch for when you’re checking out the information on your next ride.

Low Advertised Payments

Few things make a vehicle more appealing than a small, double-digit car payment, but there’s a lot more to the story. By breaking down the price into twice-monthly or even weekly payments, the ads make the car sound far less pricey than it is.

Article content

Interest rates can be higher over longer-term loans, and that can add thousands more to the total cost. It’s also easier to talk you into adding extras when something like a fancier stereo or bigger sunroof isn’t $1,200, but just a couple of bucks each payment. Instead, the important information is the car’s full price, including taxes, delivery, and all fees. Then start looking at incentives, financing rates, and the best payment plan for your budget.

Those Big Towing Numbers

Ads for trucks always mention what they can pull, and the bigger the number, the better the bragging rights. That said, that biggest number isn’t necessarily what you’ll get. Maximum towing capacity depends on several factors, including the engine, driveline configuration, and the truck’s weight. In some cases, the biggest towing numbers belong to the model with two-door regular cab in 4×2 configuration — the one most people are least likely to buy. Ignore the advertised numbers, and instead compare the towing capacity of the truck you’re looking to buy.

Article content

Premium Power

Fortunately this one’s still rare, but we have seen it a few times. A manufacturer will advertise high horsepower numbers on a mainstream model — but when you check the fine print, that’s only if you pour in premium-grade fuel .

Nissan rather infamously did this with its recently-discontinued-in-Canada Titan pickup truck . When the full-size received a modest makeover, the company crowed that it now had “best-in-class” horsepower and torque numbers. It did if you pumped in premium, but produced the same power as before when fed regular-grade fuel — and for an everyday truck with a 98-litre tank, that’s likely what owners did. If you’re looking at vehicle specifications and you see an *asterisk beside the power numbers, scroll down to see what it means.

Article content

Not Exactly As Shown

When you’re cross-shopping online, the first photo you’ll see of a vehicle will likely catch your eye with its chrome trim and big wheels. But it may also come with the disclaimer that you’re looking at the top-of-the-line model — and your budget is for something lower in the lineup. You’ll likely get a specific photo of each trim once you go into the build-and-price section, but be cautious about falling for that love-at-first-sight picture you’ll see first.

Warranty Terms

Most people don’t think about warranty when they’re car-shopping – until they’re asked if they want extra-charge extended coverage – but you should look at the warranty and know exactly what you’re getting .

If the ads make a big deal about an extra-long warranty, note that it’s usually referring to the powertrain warranty, which covers the engine, transmission and driveline. A long powertrain warranty is a good thing, because it covers the expensive stuff, but it’s not the whole story.

Article content

The comprehensive warranty, often known as “bumper-to-bumper” and that covers pretty much everything, is usually shorter. So-called “wear items,” such as wiper blades, light bulbs, and brake pads, have the shortest warranty coverage, usually the first year of ownership. Warranty goes on time or distance, such as three years/60,000 km, whichever runs out first.

When you’re asked about those extra-charge extended warranties , be cautious. If you are going to get one, we recommend buying those offered by the auto manufacturer, not from third-party companies. The factory-authorized one will cost more, but won’t have as many restrictions. But no matter what extended warranty you purchase, make sure you know everything about it, and get it all in writing, before you sign. What the warranty doesn’t cover is even more important than what it does.

Article content

Marketing Terms

Automakers often have proprietary names for features — for example, electronic stability control, which helps prevent skidding, is known as StabiliTrak at GM; AdvanceTrac at Ford; and Vehicle Dynamic Control or VDC at Nissan, just to name a few, but they all perform the same basic function. If you’re not sure what something is, it may be explained in the automaker’s website, or ask the salesperson.

All-wheel-drive versus four-wheel-drive can be tricky, too . It’s generally understood that four-wheel is usually a driver-selectable system for tougher stuff, such as on trucks or off-road vehicles, and it often can’t be used on paved roads. However, manufacturers can sometimes use the terms interchangeably. Sometimes these systems can also have proprietary names, such as Subaru’s Symmetrical All-Wheel Drive – which sounds like equal power to all four wheels, but actually refers to the system’s mirror-image layout on either side of the axis.

The bottom line with all of these is that you’re the one spending the cash, and you need to know exactly what you’re getting, what everything means, and how it works. The advertisements likely aren’t going to tell you, so don’t be afraid to ask.