What Should We Call It?* Being a marketing manager at GM has been challenging. You've had the unenviable task of reaching out to customers through bailouts, bankruptcy, and a thorough reorganization of the company. Some campaigns went better than others, but with exciting new models, you're quite excited about getting the word out about GM's high-quality, high-value cars. One day, your supervisor calls you, asking for some help. It turns out that GM wants to offer an industry-leading warranty on its Opel- and Vauxhall-branded cars that it sells in Europe. The warranty would cover any issues, except for accidental damage, for 100,000 miles, with no limitations on date. \"Sounds like a great way to sell cars,\" you tell your boss, \"so what do you need me for?\" The problem, he tells you, is that some executives in the company want to call it a \"lifetime warranty." How is it that a warranty with a mileage limit qualies as \"lifetime"? According to GM research, drivers in Britain only drive about 8,200 miles a year, meaning that the 100,000 mile limit would last for 12 years. Plus, they've found that 95 percent of car owners in Britain don't use their cars for more than 10 years. So, they argue, even though the warranty has a limit, it's essentially a "lifetime\" warranty because most owners will never use their cars long enough. Being the ace manager that you are, your supervisor has asked you to make the decision as to whether GM should label the warranty as \"lifetime." The phrase has a nice ring to it, and your head is full of great ideas about how to take advantage of it to sell more cars. At the same time, you wonder whether, and maybe even when, consumers will get angry about being misled. Is it really a lifetime warranty if it comes with an expiration date? What to do