Hmmm, well... it depends, you could sue them all in small claims/district court. However, depending on the state you are in and the consumer protection statutes available to you, you might consider (if the other parties are essentially judgment proof) suing the insurance company under a theory of 1) duty to indemnify the owner with insurance and 2) violation of any statute that requires insurance companies to act in good faith and pay lawful claims.
Much will depend on the wording of the statute and the state and what the case law says in that state, but I know in my state you can get up to 3 times the damages, costs, and attorney's fees if the insurance company employs unfair practices (ie: not paying just claims in good faith). It's very difficult to say whether the insurance company is acting in good faith (if there is a clause that voids the policy for rental purposes-maybe) though I suspect you can make a pretty good claim that the car was in the process of being sold, but that since it did not cmplete liability still rests with the owner.
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