I’ll spare you the suspense, the one auto insurance commercial that really ticks me off (and I mean it causes a physical and even visceral response) is the Good2Go Auto commercial.
This is not a word-for-word recount of the ad, but a general synopsis of what is said: “If you drive without insurance you are in danger of having your licensed revoked, losing your car, fined, or even jailed. Why take that chance? Buy the minimum amount of coverage from us at the lowest price.”
To be fair, every auto insurance ad that encourages the purchase of minimum limits makes my blood pressure rise. Simply being legal for less is no way to make the auto insurance buying decision. Neither is buying insurance just to avoid pressing your luck.
What is/are my problem(s) with this approach? Let me count the reasons:
- Why take a chance that bad things could happen if you don’t have insurance? Who cares? Why should this be your motivation for buying auto insurance? The real motivation for purchasing insurance should be because you are a RESPONSIBLE adult who wants to do what it takes to assure you can be financially responsible for any injury you cause. Insurance should be about responsibility not the avoidance of the legal ramifications. It should by about YOU not the law. But of course, why be responsible when we can blame others.
- Buying the minimum amount of coverage. I don’t even know where to begin with this ad copy plea. What makes anyone think the minimum required coverage is going to be sufficient? But then again, we are obviously not talking about responsible adults who understand the need to protect their finances with insurance. This idea may tick me off more than anything about this and other auto insurance ads on TV. Buyers are bombarded daily with ads that tell them all they need is minimum coverage. (These ads don’t even mention other coverages such as UM/UIM, med pay, or physical damage.)
- Get coverage at the cheapest price. It’s not about price, it’s about protection. I don’t try to pretend that price is not important, but price is not the most important part about being responsible for the people you harm and for protecting your own financial wellbeing.
If you are “covered” by any of the “It’s about the lowest limits at the lowest price” carriers, please do not hit me. I don’t want to pay for your stupidity or lack of desire to act like an adult. This plea applies to anyone insured by any minimum limits for minimum premium auto carrier.
While it’s obvious that those of lesser financial means have a more difficult time paying for higher limits, they have no less of a need for higher-than-minimum limits protection. If you’re struggling to make a living and trying to save by purchasing minimum limits, how much worse off will you be when 25 percent of your inadequate wages are garnished for the next 20 years (yes, it can and does happen)?
Granted, I am writing this to the crowd who understands my frustration, but hopefully someone outside the industry will read this and see the errors in their thinking.
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