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If the dealer had any common sense, it would quickly make things right before this story causes more damage to the company's reputation. Unfortunately, the dealer doesn't seem to have any common sense. It might be costly to make things right with you, but the cost in lost goodwill is probably going to be much larger.
I agree with the poster who expressed his opinion that the dealer might be taking directions from an attorney. Attorneys typically advise clients against admitting fault. It might help the dealer in court, but it won't help them in the court of public opinion.
This dealer got more publicity than if it had invested in Super Bowl advertisements. It's too bad for them that it's NEGATIVE publicity.
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