It's long but may be worth the read.
Toyota's Bad Choice
By
Self-proclaimed Marketing Terrorist
(And unhappy Rav4 owner since 10/14/01)
(Web-Edited version of Original that was sent to Toyota)
To whom it may concern:
This is the story about a person who went to a car dealership for a company, with the expectation and idea of becoming a loyal customer for that firm.instead, the person walked away not only having a bad experience but ready to take revenge against the company for the experience. Of course, that person is I. As you can see from the title, I consider this an interesting story that will go the distance to explain most of what I have been doing lately with my free time.
Why am I writing this letter?
What finally compelled me to send this letter to your company is related directly to the treatment I had at Folsom Lake Toyota in Folsom, CA. The experience was so disgusting to me mentally, so traumatizing and so downright damaging that I cannot get into my Toyota Rav4 without thinking about the experience and how much I now
hate your company. Using the word hate with a product is not something I have ever done until this moment. I feel so strongly about how bad the experience was that just tonight I was in a marketing class at my part-time MBA program. There are major executives and many who want to move ahead like myself in this program. I heard the professor use the word "terrorist" to describe the kind of customer who actually has such a bad experience with a
firm that the person will try to take whatever form of revenge is possible to bring some form of pain back to that firm. I found myself relating to this because of the experience I had when I went to get the Rav4 that I currently have on lease with Toyota.
In fact, I so related to this description that I but in for the first time with personal commentary in this class to describe the experience to the class. I had so much feeling on this that the professor had me collect my thoughts before proceeding with the description. Anyway, I spent 5 minutes describing this experience to this class of professionals to the point of trying to sell them on never buying any Toyota product from any dealer, not just Folsom Lake Toyota. That's how much rage I still had against your company after six months. After class, six people (including one marketing executive for a large cereal company) had me describe in more detail what I felt, what I experienced, and why I felt the need to do what I have been doing for the past six months. I figure they wanted to take the information back to their own firms to ensure this doesn't happen with them (or to use it as a good training example).
Hopefully, I convinced some of them to also not purchase. The interesting thing is that other people in the class concurred about the way they were treated by Toyota. I found that interesting, especially coming from a bunch of working professionals in an MBA program.
Don't try to play semantics games with me, saying that a dealer does not reflect the opinion, ideals, and beliefs of a company. A dealer for a car company is the only picture that most people ever have with a car company. Whether owned by the company or not, they are you and
you are them in the eyes of the company. Therefore, from this moment on I will just be talking about Toyota because my experience in this situation was with you. Therefore, the target of my wraith, ill will, and feeling of torment and dread are directed at you and will
stay directed at you.
Now without, further delay I will begin my background, story, and discussion about what I am doing in my "terrorist" role now against Toyota and your products. This is the story of why Toyota lost one customer (but what a loss, indeed).
Background of me: Innocent start to a Brand Terrorist
First some information about me is needed. You see, I like companies and marketing groups to know as much about me as possible because I like to be spoiled and treated well by any firm I buy from. Also, I am what I described to my MBA marketing class a lazy shopper. Once I
determine that a product is good and will be a fine purchase for me, I find myself becoming very loyal. I've had the same cell-phone company for four years (and not because they're the cheapest). I buy the same products in stores and if you check the companies that I buy
my clothes from, the list is quote small.in fact, most clothes I've have for the past few years were purchased in Macy's. These companies treat me well, have fair prices, and are available for help when needed. And never once, did they pressure me or put me in awkward situations. I'm a supervisor for a financial management
company. I make between XX and XX thousand dollars. I have a cable modem but not a TV. I have a B.S.in Finance and a B.A.in Biochemistry. Currently, I'm working on my MBA part-time at U.C.
Davis, in Sacramento and Davis. My ethnic background is white, male (Italian) and I've developed a strong sense of loyalty over the years to companies and people alike. Also, I enjoy road trips to the point of riding hundreds of miles in one weekend (this will be important later in the letter (story at this pace). And if the introduction
didn't make it obvious, I understand something about the way of getting the word out on topics and situations I feel strongly about.
Now that I've given you some information about my background and person I can begin my story about Toyota and how you burned into my mind the compelling need to seek revenge against a firm for damages done to me.
Why was I searching for a new vehicle?
Last year I moved out hear to California from Massachusetts (End of December). At the time I owned a Ford Escort Wagon that I had purchased in 1997 while finishing my two undergraduate degrees at Ithaca College in upperstate New York. I used that car extensively.
By the time I had moved to California and been here a few months I had driven the vehicle over 100,000 miles in 3 years. To say the least, I enjoy driving and I had often slept in the car while on trips to places I picked from a map. I would literally get in the car on a Friday, drive until sometime on Saturday and turn around and come back on Sunday in time for the workweek. I've seen much of the
East Coast with that wagon, even going into Canada on a few occasions. If I could get there in a car, I went. Before that I had a Bronco II that I had treated the same way. I saw most of the East Coast mountain ranges, Niagara Falls, five of the Great Lakes, the
Mississippi, Football Hall of Fame (didn't know it was there in Akron until I was driving by) and every state East of the Mississippi except for Alabama. Like I said, I like driving so it would make sense to have a car good on mileage, comfortable, and capable of taking around.
Let's skip ahead to August. About this time I decided it was time to start looking for a new vehicle. I was making very reasonable money for my level of experience. I had recently moved to Sacramento for the same company I came to California for and I was preparing to start the working professional MBA program at U.C. Davis (part-time night program that would give me exposure to scores of area executives all taking part in a top 40 program). I was working hard during the weeks and evenings and still trying to find time on the weekend to go see all the places in California that I had moved
out here to explore. I figured it was time to begin looking for a new car or SUV that could bring me through my MBA years and help me see some of these places still.
For one reason, I wanted a vehicle that more closely reflected my present buying power. I felt the wagon had done it's job admirably and could be retired with reasonable respect at that time or later after burying part of my checking account with bills for repairs,
probably resulting from the 1000's of miles put on with highway and back country road-trips. A second reason was that I missed the Bronco II. I didn't like that car because of repairs at the time (hey, I was on a college budget) but I found that the four-wheel drive was great for going on the trails where I liked hiking. Sometimes I would just turn off a road and see what was there. It
was tough to do this with the wagon later on (not that it stopped me from trying). That wagon still made it to the tops of some mountains in the Appalachians that it had no right going to but still made me proud.
A picture should be emerging for you of a junior executive, working hard to rise through the ranks in business, studying harder to leap ahead later. At the same time he's trying to find time to relax on
the already cramped weekends, fully understanding that planning ahead is not a luxury to be used in present circumstances. I drive quite a bit to visit different work locations and most vacations are spent on the road. Basically, I need a vehicle that's going to meet my needs
for the next few years that will all me to visit the state and still be able to upgrade at the end of school to something else.
The Search Begins
So I start the way any working professional student should begin. I started on the web - sights of the major companies and car comparison locations. I begin with sights such as AAA and Cars.com and other locations that would give me everything and anything to decide what
kind of vehicle would be good for someone that drives a lot for work and/or play and tries to find time for long trips. There were two options to go with in this circumstance. I could go for the SUV route and have no issues with the road trips and explorations off-
road for hiking and such. Or I could go with a reasonable entry-level luxury vehicle that would let me do the trips that I wanted. But, it would reflect on where I felt I was moving (the classic status symbol idea) in my career.
About the characteristics of anything I was going to buy. It had to be red. Not for any reason, except that both my Fords had been red and I wanted to stay with something I enjoyed. The car had to have either good traction or all-wheel drive. I do lot's of driving already and don't mind being in bad weather if I can trust the vehicle (I learned that lesson with the Ford Escort). Any SUV was
only going to be had if it was 4x4. After all, I think it's a waste to buy an SUV unless you're going to use it. I had used the wagon and Bronco II for off-road trips, and I knew nothing that would stop me from continuing with this practice. It definitely had to be able to go off-roads. And considering I'd been towed twice before from ditches and such (once with the Bronco II and Escort each), I knew I wanted to look into that.
But to recognize the other side of my search, I was willing to buy an entry level luxury cars that would show the level that I felt I had achieved. If this were the route chosen, it would be sport with great traction. It didn't have to have all-wheel drive necessarily,
because I would be stopping before the major dirt paths and roads (choosing the hiking it approach). It would fit me well, and be something to use with associates and friends from work and my MBA program. I definitely didn't see the Escort as such a vehicle for me, especially since it already made me feel married (and I'm still
single).
I whittled the list down to the Mitsubishi Galant and Montero Sport, the Subaru Outback and Forrester, the BMW 3class (325 and 330), the Nissan Xterra and Maxima, and the Toyota Pathfinder. All had reasonable prices that would fit within my budget and met my wishes for fuel efficiency. After all, why bother with road trips and long drives if I have to worry about stopping for gas. Yes, I found it was interesting that I was leaving the Ford line after two reasonably successful purchases. But, these lines seemed to fill the needs I had for a new vehicle.
Anyway, to make a long story short, it really came down to the BMW 325, the Montero Sport, and the Maxima. But I was having an enjoyable time finding a manual make for the Montero and the interest rates for the BMW were not necessarily reasonable. I had test-driven each of the models on my list (except for the Pathfinder (important
to note) and was really trying to decide which direction to go. I wasn't in a major rush. My Escort Wagon was still running well, and my situation was still such that I could be patient and continuing exploring the options. To put it plainly, I was enjoying the process. All the dealers were friendlier than expected. That was actually a surprise. Actually, it was a pleasant surprise. I got
more reading material at each and a few were trying to help me find models with manual transmissions. I didn't realize there were so many less manual transmissions before this search.
I was still trying to decide which one I really wanted when the whole process came to an abrupt end.
Folsom Lake Toyota: The Nightmare Begins
It was actually an accident that brought me to Folsom Lake Toyota that day in Oct that would change the way I considered car dealers, the Toyota brand itself, and the fact that I was a less than a wise shopper. I would find I was in too deep with a small pond of
sharks ready to mince me and have a tasty little snack (Toyota obviously does a fine job of training them to find our tender spots).
Well, I had just visited a second Nissan dealer for the Xterra. They supposedly were to have a manual transmission Xterra on the lot that I could try out to see if the model was what I was really seeking. I
had already tried the automatic just to get a feel for the vehicle.
Too make a long story short, the vehicle had already been moved and only automatic transmissions were left. Well, I'd mentioned prior that that was not my wish and decided to move on. I happened to see the Toyota dealership nearby (if you know this mall you know they're
all in extremely close proximity). I decided what the hay? I hadn't tried the Pathfinder yet and there was still time in the day for one last test drive. Little was I to learn that the day is too short when it comes to your company. I saw some Pathfinders in the lot and
decided to stop and give them a try. During the past six weeks of searching I hadn't had a chance to see any Toyota products and felt
like giving it a try before ending the process.
The staff obviously looked very busy with lot's of people being shown around the lot, and the ones that weren't busy were anxious to help.
While I was still driving around the lot, one had tried to flag me down but I didn't really notice and kept looking. When I got to the Pathfinders near the main building I found a parking spot and went out for a look. There was a red model and it looked spacious enough
for me. But it wasn't a manual transmission so I wasn't really interested. However, the salesman (who's card I don't have and can't name now) convinced me to go for a ride in the truck and see if I like the vehicle itself. Well, it handled ok but I wasn't interested. As I mentioned, it wasn't manual and therefore wasn't
for me. None of the others on the lot were manual either (or at least that's what I was told). However, it took half an hour of my precious time to convince the dealer that I did not want an automatic vehicle (about 7pm). He was pushy, did not think I knew anything about what I wanted, and someone thought I needed leading by the
hand. I only wish I had taken that as the hint to leave the dealership as fast as possible and never look back at Toyota again. It would be something I would come to regret. It will also come to be something that Toyota will DEFINITELY come to regret.
Thank goodness, that the part of my mind set on manual transmission could not be changed (although it would be found that everything else could). I like the feel of the car shifting gears and the fuel economy for manual transmissions is better for long trips, especially
over various terrain. At least, in the opinion of my friends, associates, and myself. Apparently, he finally got the idea because that's when I was passed off to the salesman who would be the major driver for my process.
JLW
Oh, JLW was really friendly. I got along pretty well (which is what you teach them to do). He found, according to my marketing class, common ground, empathy with me and my needs (or what he determined I needed), the solution I needed, and the ability to close the deal.
But why rush the story? I have plenty of time and you should really understand anyone who hates a company and brand as much as I do.
But, I digress. I just thought you'd like to know that the last time I used the word hate in association with a person or object was seven years ago in undergraduate. Who would think I'd be doing so again?
Anyway, the other sales consultant (as you like the tags to say), left us alone. He and I talked about what I was looking for in a vehicle.By this point, I had been on the lot for over an hour. I was able to convince him (or at least amuse him) that I wanted a manual transmission, red exterior, and 4x4. I mentioned that I had
no interest in any Toyota car, and only the Pathfinder was of interest to me from Toyota. Well, something snapped in his mind because before I knew it he was rushing me (actually leading me) out onto the lot. He stopped in front of what I would find out was the
Rav4 model. I hadn't even been looking at this brand, had done no research, and no idea whatsoever about what I should be looking for in this vehicle. But the vehicle had a manual transmission and was an SUV. At the time he said it was a 4x4. I want to note this FACT
because it would matter much later in the story. Anyway, the hook was set and he was testing the waters. He left me to stand around the vehicle, ran back inside the showroom and grabbed a key. I still didn't feel comfortable and made that known. But, he placated me
with soothing terms and such and said it was only a test drive. I could always take the material, go home, and think it over later. That sounded reasonable. Why not? Why not, indeed?!? But, I'll stop myself now before I digress.
We test drove the car and I found it handled reasonably well on the road. We took it along the highway and back to the dealership. Well, we went inside. Again, another thing I regret doing. We sat down and talked. Well, it wasn't red. But it was a much better gold color. And that's rare. No one has that color around. You'll find
none around. What a crock! Since, having this care it has been
exactly the opposite. I've seen only silver (metallic) and gold. Never once did I see red, though I know it's real because of the websight. But that is stuff I would learn after.
So we talked, I mentioned that I had no wish for a lease but wanted to buy the car outright, whatever I chose. I didn't want to have to worry about going high in the miles because of my trips and not owning the car (or at least paying) would make it feel that way. I also mentioned I wanted to put money down on the car to get payments lower. At this time, I still had no intention of buying the Rav4 without having a chance of going home and talking with my brother (who is a former motorcycle dealer in MA) and the web. My brother will play an important and prominent role later in this story. He
would really open my eyes to what had happened. You could say he
would be the spark that lit the bonfire (me today).
First Bite With The Hook
We talked for a while longer, but I didn't feel I was ready to commit to this vehicle at the time. It was now past 8pm and I had been at this dealer two hours. Considering the others I saw that day, I had been shopping for 5hrs for a car. At the point when I said I was ready to take some material home and think about it, JLW grabbed another senior associate (above him I think). This guy was good, let me tell you. If he hadn't been so good, I wouldn't be writing this scathing documentary right now. He smoothed everything out. Oh, you're interested in putting money down? Look how the payments will be. I said it still seemed high for me.in fact, the come close to being the same as the BMW 3 class I was looking at if I didn't put down the thousands I was considering. Obviously, I didn't like the situation even with the long deal time.
Well, look at this? If you put the money down on a lease I can your price way down here. Wow, that's interesting (the fish was hooked and was fighting, but was definitely on the line)? We talked about leasing. I said very pointedly that I had no intention of keeping the car at the end of any lease if it should happen. I would be
giving the car back for ease of worry. I don't like the car dealer process when it comes to old vehicles and didn't want to be in circumstances requiring old car value negotiations (you people will kill me every time as you did with my Escort Wagon). At no time did I see anything about how the deal was structures. The price of
payments was around 300 at the time and I was getting a reasonable deal (with a markup and no discount of course, as I found out later).
Well, I still needed the chance to go home and think about this. JLW and his senior associate convinced me to stay and let them work on the agreement some more with me. At that point JLW asked for my keys because they needed to get the mileage for consideration of the trade-
in value. I'd like to note that one of my MBA classmates was a former dealer and said this was part of the commitment process. If you think a sale may be lost (but could be won) you get a small amount of commitment. We learned that the Koreans and Vietnamese fighters used this technique on American POW's during the wars.
Apparently, this is also a great marketing technique for the less than scrupulous dealers such as employed for Toyota. Well, he got the key and then he got the mileage. But, I noticed I didn't have my key back. At that point I was feeling uncomfortable (visibly so I felt, hence they honed in on me) and was not sure when I would
leave. No bother, it was still before 9pm and I would not have any work for class to do that night. I had time still. A short time later, they had my title in hand to do a "proper" appraisal of the vehicle. Step two of the commitment process had just occurred (now I was being reeled in). Well, I got all of $500 for the trade-in
value. The car had lots of miles and would not be good for them to have. Most likely, it would be part of a package deal. I actually believe that to a degree (but only a point) because I had used the car well, and even had bumper stickers on the back. Anyway, that
would be the standard crap to feed to us. After all, if there's no markdown in the deal there's plenty of room to play with.
But I was told not to worry about this because I was getting a great deal. And then I found out something else from them. I could still put as many miles on the lease as I wanted and would not lose out as long as I traded in the car before the end of the lease. But, how would I do that if the miles exceed the years' allocations? JLW said
it would be like owning the car. It made a little sense at the time (where was my brain???). Besides, I would not be penalized it trading in early. This was an out and out blatant lie considering miles are used in the calculations for value. But considering I was tired and was really wishing to leave, I don't think I was thinking
straight anymore.
Well, I still don't feel comfortable making a decision about something I'm not sure about. That's what I said to JLW. Why? I didn't feel comfortable but felt even more uncomfortable saying that to JLW or anyone. No need to show more weakness. Let it be left that I had already shown so much weakness that I was looking at a car
that was not what I was interested in, with a color that I didn't want. That's fine. It's a 4x4 and the deal seems good so far (again I note that it was still believed to be 4x4 and JLW had NOT YET said otherwise (he still said it was).
The Second Test Drive
JLW and the other sales consultant convinced me that I should test drive the Rav4 again. Maybe I missed something that would help me to make up my mind for the purchase. I just wanted to get outside at that point. Anything to get out of you're building. So we went for
a ride. This time he took me on the highway for a trip to a housing project construction site. He showed me pictures of his girls and wife. He even gave them a call to let them know dad would be home later, but was with an important customer. Your company definitely teaches them well to snooker us. Way to go Toyota. This was when I
would be testing out the ability of the 4x4. It led me to an area of dirt and rocks that would be good to test, with nice bumps, some grass, and other impediments. Now I would see if it really could go off-road. What I failed to realize was that I had not engaged the 4x4 (still believed it had it) and was using the vehicle itself. And
JLW was saying how much better it would be than this when I did use 4x4 later but that wasn't needed now.
So, we drove back to the dealership. I still felt like I needed some time to go home and think about this. I needed a chance to collect my thoughts and see the benefits and costs. I also wanted them to write down the financing outline they planned. Of course, I didn't
get that. That would show that the thousands I was putting down was going towards the buy-out value of the car. Not a dollar was going to making the payments cheaper. I just was "slightly" misled about that. What can seal this deal Lorenzo? How about if we throw in an
alarm system and Ultracoat? That's exactly what I was told. This would be included with the car. I was definitely "mislead" into believing I would get a bargain on these.in fact, how about Chrome wheels like I mentioned earlier (with them, not in the story)?
Again, I was led to believe that they were being discounted for the deal. I didn't realize how a lease is able to stretch out the payments for something to seem cheap and discounted. God! Where was my financial calculator when I needed it?
I still wanted to chat with my brother. But he was in Massachusetts and by this time it was after midnight back there. But they encouraged me to call him. He would later say I shouldn't have worried about waking him. Hindsight is golden.
Well, once they had me believing the alarm, Ultracoat, and chrome wheels were included at discounts I was finally landed in the boat as a big fat fish, ready for the grill. Now, I still had seen no details of the deal. Nothing was visible to show how much the car was costing with and without the accessories. No one mentioned
Ultracoat was not a good purchase for a car that would be returned, especially with a warrantee for 7 years on a 5-year lease. Why by Chrome wheels for a car to pass back later? You going to keep tires for a car that can't be used on others? Oh, and you'll have to pay for rims at trade-in if you want to keep them because the car must
have rims to trade in. You're starting to get the idea behind this "snooker of a deal" I received.
PAY ATTENTION TO THIS PARAGRAPH. This is like the cherry on the sundae for the dealership. I didn't see JLW for a while after. Some time after 10pm the finance manager finally came to get me. As he introduced himself (we were shaking hands), JLW came up and said he just wanted to mention something. Lorenzo, you know how I said you
were getting a 4x4? My mistake, that particular one isn't 4x4 and there aren't any on the lot. But don't worry, you're getting a great deal still and this car will still be able to do everything you wanted off-road. Nothing to worry about. At no point did he say I should consider waiting for him to find one with 4x4. Why bother
when he might lose the sale? I was so dumbstruck that I was caught completely off-guard. You had done such a good job setting me up for the sale that I actually took this in as fine. Remember you already signed the intent sheet (a piece of scrap with my signature under the monthly cost) and you're close to finishing. And yet, I mentioned
time and again in the story and at the dealership that I wanted 4x4 for any SUV that I bought (or leased in this case). After all, why bother with a SUV that can't do what it's supposed to? They shoot. They score. The Toyota Company gets another victim to fail into its web, buying a car that fell far short of promises from the dealer.
Now I could kiss good-bye to doing off-roading with this car (I refuse to consider it an SUV without 4x4 or all-wheel drive) and would have to wait out the lease or trade it in.
Well, the dealership wasn't through there. The finance manager convinced me to get the service package, a theft package, and extended warranties that I could "sell" back with the car and other thankfully forgotten items. Do you know something? All the accessories for the car that I thought were discounted were included in the total for the car cost? I never realized they were at full
mark-up prices. That the money I put down was for the ending value. Since I didn't see them broken out (something done in later rewrites) I had no way of knowing I'd been suckered far more than I believed.
Anyway, I just wanted to get out of there as quickly as possible. I would come to regret that decision so much. And so, I finally walked out of your dealership past 11pm, with a SUV that was more car than SUV without the 4x4. Thank you very much!
Well, to make a long story slightly shorter, JLW followed me home and I gave him the check for the down payment on the car. I made the appointment for the chrome wheels, Untracoat and alarm the next day and dropped off the car Monday (remember I was there Sunday night).
The Aftermath: A Marketing Terrorist is Born
My roommates at the time were surprised to see me driving the Rav4 because I had never mentioned even being interested in it. It's ok I told them. Toyota included the alarm, wheels, and Ultracoat (I had to explain that). I'm getting a great deal. You see the after sale
self-convincing occurring hear (that's important in sales according to my MBA business psychology class professor). I mentioned it to my family back in Massachusetts. They were surprised too. But, I told them it was fine. I got a good deal. Toyota treated me well. Everything is fine.
My Brother
Tuesday, my brother got hold of me upon hearing I had purchased a car. He was surprised too but was also skeptical. Are you sure the accessories were discounted, he would say? Are they included? Absolutely, I mentioned.By now my car was in the dealer shop getting the Wheels added, the coating done, and the alarm installed.
I faxed him the deal to look over. At that point, everything hit the fan. He had placed a call to the dealer (pretending to be me). He found out that not only were the accessories not "included" in the deal, but that they were charged to me at full price and were
included in the original value of the car on the lease. At this point the sledgehammer fell on my head and I realized just how much of a fool I had been. Although, it would take more marketing classes to see just how blatantly evil your company is.
Well, around Wednesday, my brother and I start calling everywhere. Like I mentioned, he had been a salesman before and explained just how I had been misled, misquoted, and deceived by your company. We called Toyota Corporate for the U.S. Sorry, you need to see our
dealer with any problems. We called the Better Business Bureau. I entered in two complaints since then towards the company nationally. You'd be surprised how many people complain they said. But, they could do anything. I was ready even to call a lawyer. At the same time, we complained to the dealer and went around with all the
management we could get on the phone. At some point I got hold of JB, who agreed to talk later in the week. I now had the car back with the wheels, coating, and alarm installed. I was in a mental state of shock. I was a wreck and almost had to take time off from work, not only to deal with this but also to get hold of myself.
Jb
JB, the General Sales Manager, is the only point in this story I will show even a minute amount of respect too. He took out the wheels for the car and dumped all the extra financing pieces I had picked up. But, he hadn't allowed me to take back all the money I had put down on the lease yet (I'll admit now that I put $XXXX down plus the Escort). Apparently, there had been a miscommunication and the money was down for the final value of the car. Again, I signed the lease (he wasn't there as he had left for the day when I arrived). Again, my brother showed me that I could try harder to fix this.
I think I should mention that I felt so cheated with your company that I called up the BMW dealership I went to hoping to get out of the deal with a small loss. This after having the car only 3 days!!! I was even willing to eat a few thousand just to get rid of the car. They came back to me Saturday (day 6) telling me they
couldn't do anything.in fact, he said I'd been suckered so badly that I'd have to take a bloodbath to get them to take the care off my hands. He said bloodbath!!! In fact, he refused to deal with me because he didn't want to take advantage of me after this. Point go to BMW for taking the higher road.
Saturday afternoon comes and I manage to get a meeting with JB about the car. He knows I'm upset and hating the process I went through. I wanted out of the lease. Sorry, there's no cool-down period in California, and you drove the car off the lot. You are not getting out of the lease. So, then we start to talk about the lease. I had
my brother listening in from Massachusetts. He agrees to take back the chrome wheels and take them off the lease. But the Ultracoat and alarm are mine now because they can't come out. But, he discounted them slightly each. My brother almost blew his top to the point of JB leaving the room for a few minutes (you guys are really good. Did
I mentioned that?). He comes back and agrees to give me back most of the money ($XXXX). Then I tell him I want out of the lease as fast as possible. I can't get a one-year lease. Well, we look at the two-year and he tells my brother and me that I should get the 3-year lease because the payments were actually less over the period.
Still, instead of paying a small monthly fee for the car, I was now going to pay $488 for a "SUV" with no 4x4, a lease that would choke me for miles, and even a color that I didn't like. He did at least give me 15000 miles per year, instead of the 12000 JLW dealt me for (anything to get more money for the company).
You know what was real funny about this (if it can be considered that way)? He even agreed that in just listening to me for 10 minutes, the original deal was "bad" for me and would not meet any of my needs. At least I know how well you listen to clients now.
And to top it all off, I was getting ready to leave the dealership that last time when JLW runs out to talk to me. He mentions he heard I was dissatisfied with the process and that he feels bad because he wants every one of his customers to feel good. He wanted to know if
there was anything that he could do to convince me to give good marks to him and the dealer. It's his livelihood and will hurt the dealer and him. How about 2 months of free oil changes? If I wasn't so traumatized I might have gotten out and done something. I told him
that was such a joke because I would waste more of my lease miles coming to the dealer (58 round-trip) then my new daily allocation would allow. I could get one for cheaper back in town. Besides, it's a new car and I would be putting enough miles on it in two months (not under a lease) to need an oil change. Then he tries to tell me he'll try to help me sell the car to other people who come to the dealership looking for a Rav4. I agree that I would actually take a few thousand loss if he found someone. Well, then I agreed to consider being nice in the survey. Not that I meant to, as you can
see here.
By the way, he actually had the gall to tell me that he had done everything he could to help after the fact. That he had told senior management to talk to me and work out a new arrangement. I want the record to show right now that I believe that to be the final blatant lie fed to me by the Toyota Corporation. If not for the hard work of
my brother, I would now be sitting in a deal that would not only be disgustingly bad but along be pushing me into depression. JLW did not help me. Nor did he ever call me during this whole fiasco to say as much. Nor did he ever call me after that occasion to say he was still trying to help me. I think he was hiding until it was over with and he could believe he could approach me and try another sales pitch on me. No more sales pitches for this fool. Well, I thank him and Toyota for solidifying my opinion specifically on the corporation.
Aftermath
I actually consulted a lawyer who said that even though I got a bad deal, there wasn't enough evidence to prove I was blatantly lied to as I believe. It's a gray area apparently, with the wording mattering as much as the context. Now, I knew I couldn't sue to get out of the deal. Breaking the deal would be costly and not paying
would get a recall, but ruin what is a very good high 600 credit
score.
Well, I started exploring my options after this. I emailed every single contact and friend I had in my address book at work and home on my computer. I told everyone about the story of the smuck that Toyota got. About the dealer and company that feels nothing for what
its doing to people. Surprisingly some of the other people at work had described similar instances with Toyota at Folsom Lake but had never mentioned it. For a while there was quite a few emails going back and forth between all the people on the list, copying everyone
as well. I got lots of pity, promises never to buy from Toyota, but no true repayment. After all, it's not them that I should feel the need to seek compensation from.
And so, I've been working on a websight to talk about this. I've already set-up some bulletin boards for people to come to and talk about their experience with Toyota. I'm planning to add this letter as the centerpiece for the sight. You could call it the product experience that people can relate to when thinking about buying from
Toyota. My MBA friends who are from one of the biggest technology firms in the area (1000's working in Folsom (so you guess) are going to help me tie this into searches so it always comes up when people search for Toyota info. They're also going to help me send it to all
the staff of the company. They won't be tied to it, and I may get in a little trouble but it will be so very worth it to send to so many professional who matter to sales. I have no intention of lying. I only want them to know the truth about how your company treats prospective clients and what you'll do to get our sales. I promise
it will be the truth. What's the worse that can happen? It can't
compare after what you did to me.
Aside from that, I tell every single new person I meet not to buy Toyota and specifically not to buy from Folsom Lake Toyota. It's working. Every time I get a compliment about the vehicle (they don't know better) I launch into a preaching sermon (and I'm not religious either) because I feel so passionately about this subject. I've emailed National Public Radio and Cartalk. I email Cartalk each
week. One of these times I'll succeed at getting through to them to talk about your company. They enjoy this stuff, and I'm sure they'll be plenty of listeners willing to hear about the California smuck that got reeled in by your company. No relative of mine, on the East or West coast, will buy a Toyota. I've talked to enough of them to know that. And I hope (considering the closeness of my community) that they'll remember this with their friends.
Now that this letter is done, I'm going to do some refining of it. This week when I was in my MBA class with the 60 other working professionals, some of them suggested sending this to every conceivable magazine and newspaper out there. I have to say that was a very interesting suggestion. I was considering too small of a
range when I was considering only the websight, Cartalk, and writing to you. There were lots of opinions and promises that they'd watch out for you. After all, any person willing to write this long of a complaint may be worth a few paragraphs in the paper. At least, I
may get in an opinion section or Dear Abby. I swear that everyone and every group I can imagine will know about this. They may ignore it officially, but hopefully they'll consider this poor fool's story when considering their own purchases.
There's more that I can say, but I think you have the main idea of my story. And I feel you understand why I now consider myself a Toyota Brand Terrorist. No amount of writing will change the way that I feel every time I get in that car and turn the key. You may have
gotten me for $488 per month for 3 years (hopefully less) but I will work every week and free moment to take back that plus interest in the free publicity that I continue to give to your company. They say, bad publicity is still good publicity. I really have to wonder if this is the kind that could possibly fall under that category.
Your company has completely changed my whole mentality towards the Toyota Corporation. You notice I didn't say the rest of the industry? After all, they treated me fairly, allowed me to think about the options, and go home and absorb the material. Only Toyota was out to think about only the moment itself, the quick sale, and
the utter destruction of a person's belief in a company and industry.
I hold no grudges towards any individual whatsoever. My opinions, feeling and facts are directed towards your whole company. I understand that this is a capitalistic based country (I'm in my MBA program, after all) and everyone should try to do as well as possible. And that's partially why your company did as much as it could to take as much as possible from me. That's capitalism at it's best. However, understand that it is also my right and privilege to do as much as possible to educate the rest of the population about the deception, misleading sales practices, and scheming that occurs in your company and must be blessed by management. To think, that
your company actually believes it can have repeat sales to clients like myself? I hope you really don't believe like this. But it's hard to think you could possible feel otherwise considering the way you treated me.
Feel free to call me at home or work if your marketing and sales groups would like to know how not to handle sales to a prospective executive client. It may prove insightful to you to see how to handle middle-class individuals in the future.
Thanks and best regards,
Toyota Brand Terrorist
Lorenzo
Sacramento, California
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