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Consumer Complaints Cost Chevy Dealerships $400,000

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A Tribune staff report

Published: November 8, 2007

Updated: 11/08/2007 02:28 pm

TAMPA – The owner of Chevrolet dealerships in Plant City and Sanford has agreed to pay $400,000 to settle consumer complaints of unfair and deceptive business practices, the state Attorney General's Office announced this morning.

Facing complaints about its advertising, Bill Heard Chevrolet agreed to pay $200,000 of the settlement to the Seniors vs. Crime project that involves senior citizen volunteer sleuths, according to a news release. Another $200,000 will reimburse the state for its investigation.

The Attorney General's Economic Crimes Division has been investigating Bill Heard Chevrolet since September 2006. The settlement also requires the dealerships to alter their marketing practices and revise their procedures for resolving consumer complaints.

"It's not fair to lure consumers into dealerships with misleading promotions and false claims of cash prizes," Attorney General Bill McCollum said. "We will continue to protect Florida consumers from companies trying to capitalize through deceptive mechanisms."

After an extensive review of Bill Heard Chevrolet's print and radio advertisements, mailers and company documents, investigators concluded the company's advertisements contained numerous misrepresentations.

Bill Heard Chevrolet has been the subject of seven prior investigations by the Attorney General's Office. The investigations concerned customer service, inadequately disclosed prices and fees in advertisements.

Senior Sleuths in Seniors vs. Crime project often serve as the Attorney General's eyes and ears and actively assist in consumer protection investigations.

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