FTC rules to benefit honest dealers

TO THE EDITOR:

I’ve been in the car business for over 40 years, both on the wholesale side and in multiple retail disciplines including dealer-operator, and never have honest dealers been penalized for following the rules (“FTC’s new rules would only punish honest car dealers,” Rob Cohen, autonews.com, Oct. 23).

Federal Trade Commission guidelines are needed to level the field as “deceptive” rules vary wildly from state to state, particularly in advertising and sales presentation.

One dealer can say “you’re gonna save a lot of money” and another can’t. The Internet is like the Wild West — anything goes! The advertised price isn’t necessarily the selling price. All this needs consistency in regulation.

Honest dealers will benefit!

RICK COMFORT, President, Comfy Consultants, North Myrtle Beach, S.C. The writer retired from Mercedes-Benz USA as a market manager in 2006. Comfy Consultants provides consulting and training to automakers and dealership groups.