Refer to this email regarding fraudulent and illegal price advertising by this dealer:
Macro,
I require no further assistance from Biggers Mazda. My position is a direct result of the discrepancy in price between the online price listed, and the actual price quoted to me at the dealership.
The Mazda CX-50 I was interested in was listed for $41,730, approximately $2000 less than the sale price quoted to me while at the dealership. The explanation for the increase was the added accessories; however, this explanation lacked reasoning as to why the online price was not updated to reflect the much higher price I was quoted at your dealership.
The photos online show the CX-50 with the accessories installed. Additionally, the website Autotrader.com has the vehicle MSRP and list price as $41,730. I was quoted a sale price of approximately $43,600. Fundamentally, this is bait and switch advertising.
While I do appreciate the knowledgeable service your salespeople provided as I shopped, I will not spend thousands of dollars at a business with deceptive business practices. I am sure a dealership of your size is familiar with the following administrative code:
Illinois Administrative Code Title 14, Subtitle B, Chapter II, Part 475, section 475.310
"It is an unfair or deceptive act to advertise the total price of a motor vehicle without including in the advertised price all costs to the purchaser at the time of sale, or which are necessary or usual prior to delivery of such vehicle to the purchaser, including any costs of delivery, dealer preparation and any other charges of any nature; provided, however, taxes, license and title fees and a documentary service fee, as defined herein, may be excluded from the advertised price if clearly disclosed in the advertisement that these costs are excluded from the advertised price. Purchasers shall be able to purchase all vehicles described by the advertisement at the advertised price."
To adhere to this administrative code, a dealership shall include the cost of the accessories, which would be covered by the language "all costs", when advertising the price of a vehicle online or elsewhere. Your dealership clearly failed to do so when advertising the price of vehicle VIN: 7MMVABXY2PN118770 on Autotrader.com without the accessories included. In fact, your dealership's posting for this vehicle Autotrader.com explicitly states:
"Dealer Disclosure: Price excludes taxes, license and title fees, and a documentary service fee." Upon through review of the Autotrader.com listing, a list of accessories is advertised, but nowhere in the listing does it say or suggest nor in the previously cited disclaimer, that accessories are not included in the listing price."
While at the dealership, you specifically Marco, attempted to defer responsibility for the Autotrader.com listed price not including accessories. I find it hard to believe a dealership as large as Biggers Mazda would advertise on a platform in which they are unable to accurately represent vehicle pricing. In fact, according to the Autotrader.com Visitor Agreement (Effective March 30, 2021) Section 2 (D) (1)
"The prices listed by sellers on the Autotrader Sites often exclude sales tax, finance charges, title, license, regulatory, dealer documentary, emission testing, and compliance fees, any or all of which may be added to the listed price to arrive at the final sale price of a particular vehicle."
Not only does this language suggest the sellers, Biggers Mazda, control the listing price, sans tax, financing, title, license, regulatory, dealer documentary, emissions, and compliance fees, but it also excludes any mentions of "accessories". Based on the omission of the word "accessories", it would lead one to believe exclusion of accessories in a listing price would at the very least be unusual. Not only do I find it unusual, but I find it unethical.
For these above listed reasons, I have filed a complaint to Illinois Attorney General's Office, Bureau of Consumer Fraud. I will also actively discourage anyone from doing business with your deceptive dealership.
I hope this is not what Jim Leicher envisioned in the video I was encouraged to watch which marketed an "exciting" new car buying experience. Mr. Leicher's advertisement of the "One and Done" program could not be further from my experience. He advertised "One Low and Upfront" price, which has been determined to be false and fraudulent. The advertisement also highlights dealing with "One Product Specialist", I dealt with no less than three in this fiasco. The only ounce of truth from the video was exiting the dealership within one hour.
Unfortunately, I was not leaving while smiling with a newly purchased vehicle. I was leaving with a scowl and the realization I had been baited into visiting your dealership with an intentionally deceptive, unethical, and arguably illegal price listing and marketing practice. read more