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The Case Of The $30 Million Rims

June 11, 2011 By Arnold Tijerina

(Originally published at Dealer magazine)




Last week, a California Court of Appeals judge determined that a dealer violated several California state laws and ruled in favor of the plaintiff in a class-action lawsuit that will have huge ramifications for dealers within the state. The ruling was the result of some poor decisions from start to finish. Ultimately, this ruling will allow 1,500 car buyers the right to have their purchase contracts rescinded, which is estimated to potentially cost the dealership upwards of $30 million.


The story began in 2004 when Reginald Nelson purchased a vehicle from Pearson Ford (now Kearny Pearson Ford) in San Diego, CA. The car cost $9,995 and was spot-delivered without financing being secured. The customer also did not have existing auto insurance, so a binder was purchased for $250. This was added to the purchase price of the vehicle as well as some rims that were promised the customer. The insurance binder was on a “due bill,” but it is unclear whether the rims were. (My guess is that the rims were initially on a due bill but, once the approval came through, either the profit was reduced or the structure didn’t meet the approval’s financing restrictions. So, to keep the car on the road, the rims were taken out of the deal.) Six days later, the dealership contacted Reginald asking him to return to the dealership to fill out more paperwork. The paperwork reflected a change in the financing terms per the actual approval received by the dealership and was dated the date the vehicle was spot-delivered. Mr. Nelson signed the new contracts.


In interviews with Mr. Nelson, he says that he repeatedly tried to get the rims he was promised by the dealership but the dealership would not give them to him. Eventually, this led Mr. Nelson to contact an attorney. Unfortunately for the dealer, he contacted Hal Rosner, a consumer-advocate and auto law expert attorney specializing in automobile transactions and dealerships.


Mr. Rosner immediately identified several things that the dealership did that were not in compliance with state laws:


1. The second contract was backdated to the date Mr. Nelson took delivery of the vehicle, not the date in which he signed the new contract.


2. The insurance binder was added to the price of the vehicle, not itemized separately on the contract.


Both of these are violations of the state’s one document rule. Through discovery, Mr. Rosner was able to determine that these violations had occurred many times at this dealership. The 1,500 occurrences that Pearson Ford manipulated were all illegal. “That’s more than once a day for five years that they’re telling people, ‘We gave you the wrong financials,’”said Rosner. “That’s hardly an accident.” Rosner was able to get the lawsuit converted into a class-action in March 2007.


Prior to the class-action trial, Pearson Ford made a settlement offer of $500,000 which was accepted. After the settlement was approved, both sides asked for their attorney’s fees to be paid by the opposing party. The trial court awarded attorney’s fees to Mr. Nelson and denied them to Pearson Ford. Upon further review, the judgment was vacated and trial moved forward.


The initial trial court found no violation save for a “technical violation” and awarded restitution in the amount of $50 per class member ($75,000). Both parties disagreed with the ruling (for different reasons) and it was taken to the California State Court of Appeals. 


The California State Court of Appeals found that both actions described above were, in fact, violations of the Automomobile Sales Finance Act, the Unfair Competition Law and the Consumers Legal Remedies Act by backdating the contract and including the insurance in the cost of the vehicle, effectively costing Mr. Nelson an additional $27 in interest plus the sales tax on the $250 insurance binder wrapped into the vehicle purchase price (then approximately $19). This ruling effectively will give the 1,500 class members the right to have their contracts rescinded.


Keep in mind that these contracts are at least 7 years old, some much older. Assuming some of these vehicles were used at the time of purchase, this dealership will have to buy back contracts IN FULL for vehicles that could be 10+ years old.


I personally know that the practice of backdating contracts is common in Cailfornia, as is wrapping in insurance into the purchase price. In the past 3 years or so, dealers have slowly been changing those practices, but this ruling sets a dangerous precedent. I’m sure there are plenty of civil attorneys itching to get their hands on a consumer with a backdated contract right now.


This story started as a credit challenged consumer, with no car insurance, that wanted some rims for the 1998 Infiniti I30 that he bought from the dealer. This vehicle was already 6 years old when he purchased it. Had the dealer honored their promise to the consumer and given him his rims, legal action probably would never have happened. Once legal action happened, the dealer argued against paying the plaintiff’s attorney’s fees on top of an accepted settlement offer.


Those rims and $46 ultimately put the dealership on the hook for an estimated $30 million.


Those have got to be the most expensive rims in history.


Click here for ABC news 10 story: Pearson Ford Ordered to Buy Back Over 1,500 Vehicles


Click here for a  Copy of Appeal Court Ruling

Filed Under: Dealer magazine, Law Tagged With: Compliance, dealer magazine, Legal

Social Media ROI Just Got A Little Easier

June 11, 2011 By Arnold Tijerina

(Originally published in Dealer magazine)




Social media has been a hot topic for a while now in the automotive business. As the communities grew, dealers and OEMs started paying more attention. Progressive dealers started social media campaigns while others adopted a “wait and see” attitude. As time progressed and search engines started recognizing the importance of the content generated by the sites, they started integrating data from these sites into their search algorithms (Google includes Twitter content while Bing includes Facebook “Like” data.)


The biggest, and most basic, question that dealers always ask is the same core question that they ask for any advertising medium: How will this help me sell more cars?


Facebook recently announced that it was phasing out FBML in favor of iframes. All those custom landing tabs you created won’t go away… yet, however. If you already have the “Static FBML” application installed on your fan page, you’ll continue to be able to use it for now. It is, however, expected to be phased out eventually with some saying it could go away completely by year’s end.


The advantage of using an iframe on your Facebook page, in simplest terms, is that you now have the ability to use your current tracking software to measure traffic generated by Facebook to your site. An iframe basically allows you to create a “window” within your Facebook page (on its own tab) in which you can show users a website without having to pull them away from Facebook.


Historically, search engines have ignored content within iframes – they see the window but not the picture inside. I don’t know whether this will be changing or not so the SEO value of the framed website may be negligible. Don’t get me wrong, your actual Facebook Page will still be seen by search engines, it’s only the content framed into your landing tab that may not count.


About a year ago, I wrote an article showing people how to frame in their inventory and/or website into their Facebook page. It was great while it worked but it had its drawbacks. The biggest one being that, the easiest “solution” for website integration or display was displaying an existing web page on your site, which framed in your website at its actual size. Your website, in whole, is still much larger than the display area contained within a Facebook tab. This produced ugly looking results with horizontal and vertical scrollbars. Facebook also didn’t allow outside analytics so, while it was cool to have your website or inventory framed in, you couldn’t really tell whether anyone was on your site within Facebook. Facebook then got rid of the ability to implement iframes and limited businesses to FBML.


With their migration back to iframes, and their decision to allow analytics on the framed site, you now have the ability to measure traffic that is viewing your website from within Facebook. You also have much more control over the design of what you display.


My advice to you has several components –



  • Install the app “Static FBML” on your fan page now. You will not be able to do so after March 11. If you have it before that date, you can keep it. I only say this because, if you decide you would rather use FBML, or some website or SEO wizard determines that a FBML landing tab converts or optimizes better than the iframe, you’ll have the OPTION of using it.


  • If you decide to utilize iframes, create SEPARATE LANDING PAGES for each tab you create. (ie. If you have a tab “About Us” with a website framed in, create a page (website) just for that tab. If you then decide to add a “Specials” page, create a different landing page for that tab.


  • Make sure your analytics code is installed on these customized landing pages.


  • Make pages specifically designed for optimized viewing within Facebook. What do I mean by that? As I mentioned before, by simply framing in existing websites, you end up showing people a very small view of your website and have these scroll bars in which they have to scroll all over the place to see it in whole.

Bottom line:


Facebook landing tab windows are exactly 520px by 800px. Create individual landing pages, with analytics code installed, and sized to view within Facebook. By doing this, you will have an attractive landing tab for your fans AND you will be able to measure conversion and views. Personally, I would create and display some sort of conversion device within the landing tabs, like a “Contact Us” page, or something that could generate some leads.


I’m not promising that you’ll all of a sudden generate massive traffic and leads.


What I’m saying is now you’ll have the ability to track views, test different landing pages and measure conversions…


And that’s the first step towards being able to measure your efforts.


To learn more cutting edge digital marketing strategies, please join me at the 10th Digital Dealer® Conference & Exposition being held in Orlando, FL on April 19-21, 2011.

Filed Under: Dealer magazine, Social Media Tagged With: dealer magazine, Social Media

NLRB Files Complaint Against Luxury Car Dealership For Unlawful Termination Over Employee’s FB Post

May 24, 2011 By Arnold Tijerina

On Friday, May 20, 2011, the National Labor Relations Board filed a complaint against a luxury car dealership in Lake Bluff, IL for “unlawfully discharging a car salesperson because of his Facebook posting concerning the dealership’s handling of a sales event which could impact his earnings.”

The complaint was filed out of the NLRB Office Region 13 Chicago. I contacted Regional Director James Barker who indicated that a formal press release will be issued in the next day or so in regards to this complaint.

I spoke with legal counsel for the dealership, James Hendricks, seeking more information about the case. While he couldn’t get too specific as they are taking this to trial, he was able to give me a brief summary of the facts regarding the case. When asked what the salesperson posted on Facebook that is involved in this complaint, Mr. Hendricks indicated to me that the salesperson posted a picture of an accident involving another salesperson while on a test drive with a customer that occurred at an adjacent dealership owned by the same company as the one he was employed by.

Mr. Hendricks’ position is that the employee in question was not terminated for that action (posting on Facebook) but for different reasons.

“We advise all of our dealer clients to have a social media policy in place that contains a disclaimer that nothing within their policy is meant to violate the employee’s section 7 rights under the National Labor Relations Act”, said Mr. Hendricks. Section 7 is the core of the NLRA as it defines protected activity including employees’ right to organize, take part in grievances, protests and strikes.

There is very little information available as of now but this is certainly something dealerships should be watching. The National Labor Relations Board has recently begun taking an active interest in employers in regards to terminations and disciplinary actions taken against employees, most recently including an April 27, 2011 settlement by the NLRB with build.com and a February 8, 2011 settlement with American Medical Response of Connecticut, Inc. both of which involved employees being terminated due to Facebook posts that were made. In both of those cases, it was determined by the NLRB that the activity was protected activity since the employees were discussing workplace conditions with fellow co-workers.

There have been plenty of cases in which terminations related to social media activity by employees were upheld by various legal entities. The fact that the NLRB seems to feel that this activity (posting photos of an accident that occurred at your workplace by a co-worker which involved a customer) is protected in some way will be something we need to watch. The trial date is set for July 21, 2011.

UPDATE: After breaking the news on this matter on Dealer magazine, new information was brought to my attention. I re-contacted the dealership’s attorney to clarify facts in this case. According to the attorney, the NLRB’s position is that the employee was terminated due to posting a comment on Facebook relating to what he considered poor quality food and beverages offered to dealership customers at a sales event, however, the dealership’s position is that the employee was terminated due to the posting of the photograph which I described earlier.

(Article mentioned by Dave Jamieson of the Huffington Post).

 

 

 

Filed Under: Dealer magazine, Law, Social Media Tagged With: dealer magazine, Facebook, Legal

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