don't be seduced by the "best rate guarantee"

I've always had good experience with Auto Europe over the past 10 years. But here's a thing: Their website offers a "best rate guarantee." Well, I booked a rental at Preveza in Greece with Auto Europe, and then found a much better rate elsewhere. It was a 35-day rental, total price with AE: £712, plus an additional £100 (approx) for one additional driver (total £812). Then I found Economy Car Rentals offering only £612 for a bigger car and including the additional driver. Everything else the same: four-door, aircon, all taxes included, etc. But £200 cheaper!

So I asked AE for a "best rate guarantee." It took a long time, several phone calls & emails to get a result. And then they still didn't "beat" or even "match" the lower rate -- they offered me a reduction of about £50 on their original price, but that was all.

The reason? They say the competitor is using a "much older" fleet of cars with a lot more miles on the clock, and that they don't offer the same support service. AE's argument is that the guarantee only applies to "like for like," and in this case the cars and service are not the same. I cannot prove this one way or the other.

I think if they're going to offer "best rate guarantee" as a selling point on their website, it should do what it says. Or else they should make it clear that "like for like" doesn't just mean where, when, size/class of car, aircon, insurance, etc etc -- it also means "how old the car is." (And for all I know, what colour it is.) Of course nobody ever tells you the age/condition of the car up front. What if I stick with Auto Europe, turn up to collect my car, and find it's several years old and has been around the block a few times? Or if I go with the competitor, and they give me a nice shiny new car and excellent service? Can I go back to AE and demand some of my money back? I don't think so!