Stay tuned.  I’ll dig around and try to find more details about these suits.  

Automotive News (Subscrition Required)

While many dealerships are fighting for survival, two dealers in Florida are fighting each other – in court.  Earl Stewart Toyota sued Ed Morse Honda for slander in a radio ad.  He is also challenging the legality of Ed Morse’s dealer fees – a challenge that could have a widespread impact if upheld. 

What makes this case interesting is Earl Stewart himself.  As a dealer, he definitely walks to the beat of his own drummer, and he has been successful doing it.  He owns a large and successful Toyota store in South Florida, a four-time winner of Toyota’s President’s Award.  But what makes Earl Stewart different is that he does not charge “doc fees” and has been a crusader to eliminate them.  He also publishes a blog in which he counsels car buyers about deceptive trade practices.

Ed Morse Honda ran a radio ad that suggested that Earl Stewart Toyota buried its doc fees in the price of its car.  Although it did not mention Earl Stewart Toyota by name, it made reference to a local dealer that claimed not to charge doc fees, which Earl Stewart claims identifies him.  Apparently, that pushed Mr. Stewart over the edge and he filed suit.

According to his blog, Earl Stewart is hoping that the court will find that Ed Morse’s $699 doc fee violates Florida’s Deceptive and Unfair Trade Practices Act.  Mr. Stewart claims that the doc fees make it difficult for buyers to compare prices and misleads them.  While I am disappointed to see two successful dealers involved in a lawsuit, I think that the case is fascinating.  I also think that Earl Stewart is intriguing.  Read his blog – whether you agree or disagree with his approach, it is apparently working.

Earl Stewart’s Blog

Atlanta Business Chonicle Article