I received direct mail advertisement from Tropical Ford indicating they would buy back my vehicle from me for the price I paid. An asterisk (*) followed which corresponds to the following footnote: "*All prices based on NADA sticker price less $0.30 per mile and reconditioning. With the purchase of a new vehicle at sticker price." My trade-in is a 2003 Lincoln LS with an original sticker price of $40,220, and approximately 76,500 miles. Per my calculator $40,220 - 76500 x $0.30 = $17,270.
The second portion of the advertisement indicates that all factory rebates and savings would be passed on the purchaser. This portion had no fine print related to it.
The third portion of the advertisement indicates financing as low as 0%. A double asterisk (*) followed which corresponded to the following note: "*On select Ford and Lincoln vehicles with approved credit."
A fourth portion of the advertisement indicates that 1st year maintenance is free on select new vehicles. A triple asterisk (*) followed which corresponded to the following footnote: "*See dealer for details. All offers end on 10/31/10."
I take no exception to the second, third, and fourth portions of the advertisement.
I selected a vehicle and was ready to purchase. Tropical Ford provided an estimate of the vehicle pricing, incentives/rebates, and trade-in value. I was offered $5,300 for my trade. I pointed out that the valuation is around $12,000 different from the advertisement. I also pointed out that my vehicle was last serviced in their facility, that the recommended services and repairs were made, and that there was no major cosmetic damage other than normal wear and tear. Thus, it is impossible that the vehicle would require $12,000 of reconditioning.
Tropical Ford then indicated that they would not honor the terms of the advertisement because my vehicle is not worth the value that is obtained using the formula given in the advertisement. I indicated that the actual value of my vehicle is irrelevant as the advertisement clearly spells out how my trade is to be valued. Tropical Ford again indicated that they would not honor the terms of the advertisement.
The following day, I contacted Perry Hively (Tropical Ford General Sales Manager) to express my dissatisfaction. He reinforced that Tropical Ford would not give me a trade-in value based on the advertisement. His first reasoning was the fine print stating: "*On select Ford and Lincoln vehicles with approved credit." He stated that only selected vehicles are part of the program and I did not choose one of the selected vehicles. This is despite the fact that I showed the salesman my advertisement immediately upon arrival and expressed my interest in purchasing based on the advertisement. I pointed out that the fine print statements are footnotes with one, two, or three asterisks and therefore the fine print would apply to the referenced sections.in addition, the words with approved credit imply financing, lease terms, etc. I sent an e-mail to Mr. Hively with a scanned copy of the advertisement pointing out how the portions of fine print correspond to the different sections of the advertisement body.
I was later contacted by Mr. Hively where he indicated that he could value my trade based on the advertised formula if I buy a vehicle that has large factory incentives. I asked why the amount of incentives would matter if all the incentives were being passed on to the purchaser as indicated in the advertisement and I received no reply to the question.
Instead of a response to the question, Mr. Hively then indicated that the advertisement says that they will pay what I paid and that since I bought the car used, the price was certainly less than $40,220. I agreed that I paid less than original sticker price. However, per the advertisement, "*All prices based on NADA sticker price less $0.30 per mile and reconditioning. With the purchase of a new vehicle at sticker price.", therefore making the used car purchase price irrelevant.
It appears that Tropical Ford wants to apply their fine print and take off $0.30/mile but doesnt want to apply their fine print and use NADA sicker price as the purchase price basis.in addition, they want to apply the select vehicles fine print that corresponds to financing offers to the entire advertisement.
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