Kansas’ Attorney General filed suit against Chad Franklin Suzuki alleging that its ads violated the Kansas Consumer Protection Act. Chad Franklin Suzuki ran a $1.9 million dollar ad campaign that, according to the AG, promised consumers they could “drive a new Suzuki for life with no payments or drive a new Suzuki for a fixed time period at a fixed price.” Apparently, the ad worked because 650 customers hooked up. Customers were apparently happy with their free Suzukis. The problem arose when the the customers had to start paying price for the cars.
Apparently, this was a case where the mouse type in the ad explained the limitations on the deal, but the overall message of the ad gave consumers the impression that the buyers could have a free lunch. According to the news report, the ad generated over 100 complaints to the AG’s office and the BBB. If you watch the news report below, it will make you cringe. Imagine receiving that kind of bad publicity.
The message here is pretty clear – there is a line that we walk. You have to get customers in the door, but if you cross the line, you will face bad publicity and lawsuits. The more we examine what sets off the AG’s, the better we can see the line.
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