Marketing by Deception Threedux

I’ve written about the auto dealer “You’ve Won a Prize” scam before. Today I happened to be driving past Rockland Ford in Thomaston, Maine with one of their flyers in my hand, and since a $5.00 WalMart gift card is better than a sharp stick in the eye if I’m in the area anyway, I dropped in.

ford

(Click image for a larger view)

The flyer states pretty plainly that I’ve won a “car, hotel and gas card.” But as usual, the large print giveth, and the small print taketh away:

The number  that you matched does not give you a choice, but an opportunity to win a prize.

If you’re not sure, this means “the number you scratched off means nothing at all.” The only number that means anything is the one after “official registered #”, which in my case is 129,280. Odds of winning the WalMart gift card are 499,994:499,999, meaning that’s what you’ll get. Don’t be fooled into thinking it’s the $500.00 one. It isn’t.

The salesman I spoke to insisted that the advert wasn’t deceptive at all, and I should just read the fine print. Well, I’ve lived long enough to know that bait-and-switch is a scummy tactic, and is usually covered up with the most barely-legal douchebaggery the attorneys can dig up.

Yes, as long as the “final deal” is spelled out somewhere, they can claim that customers had access to all aspects of the promotion and it’s legal. But I ask you: how many people walk away from the encounter disappointed and with a sour taste in their mouth about the dealership? How likely are they to want to buy a car from a dealer that uses such tactics to get people in the door? People who run these enterprises ought to give that a thought.

But they won’t.

The Old Wolf has spoken.

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