To investigate the pricing and power battery warranty decisions of new energy vehicle enterprises when the consumers have different perceptions of the battery warranty service, we consider a supply chain system in which a battery warranty service is provided by a new energy vehicle manufacturer. We first derive the optimal decisions of the new energy vehicle enterprise using the Nash equilibrium. Then, we conduct the sensitivity analysis on some critical parameters and compare the optimal profits of the new energy vehicle enterprise in different scenarios. The results show that the consumers’ sensitivity coefficient to the battery warranty service and the scaling parameter for battery failure distribution are related to the decision making of new energy vehicle enterprises. Based on the above study, we provide theoretical support for new energy vehicle enterprises to make more appropriate and profitable decisions.