Elephant Auto Insurance Company's TV ads referencing how they've lowered their rates 10% is misleading, Internet

After viewing all the TV ads Elephant Auto Insurance has been airing, particularly about how they've lowered their rates by 10% compared to other major auto insurers, I decided to obtain an on-line quote (using my current coverage amounts I've had with another major insurer for over 9 years).  What a surprise I got!

I discovered that even with their so-called discounts for "electronic signature" and "paperless statements", "no-accidents" etc...the monthly rate was far HIGHER than my current premium!

Another thing to pay attention to is when they show you your quote and the "itemized breakdown" of it, the coverage amounts shown are NOT the minimum coverage requirements for Virginia, but much higher amounts such as $100,000/$300,000 injury coverage.  The same thing is true for the property damage coverage they will show. plus they added in coverage for "medical payments", etc.

Even after reducing those increased coverage amounts Elephant Auto Insurance added-in during the on-line quote process, the 6-month premium was well over $500.00 when my current 6-month premium for the same coverage is just over $178.00!  (This is for both liability and comprehensive coverage).

Take a very close look at this company's rates and always compare with other insurers!  They claim in their TV commercials they have lowered their rates by 10% compared to other insurers; my question is 10% lower from WHAT?