Auto dealer charged with ‘deceptive practices’

Brent Marshall, arguably one of the most philanthropic businessman in the city and Citizen of the Year nominee, has run afoul of the Motor Vehicle Sales Authority of British Columbia.

Following a hearing in February, on Monday the authority ruled that Marshall, a general partner in Northland Chrysler Jeep Dodge in Prince George, “engaged in deceptive acts or practices.”

Marshall could not be reached for comment by the Free Press, however, he told 250News that he and the Northland Auto Group have had a “mutual parting of ways.”

The alleged offences occurred between May 24 and July 9, 2013 and involved the eight vehicles. It ruled that Northland and Marshall advertised a vehicle for sale when it is not actually available for sale; innocently misrepresented the model year of an advertised vehicle; affixed sticker prices on vehicles that were greater than the advertised prices; failed to make a vehicle available for sale at the advertised price; displayed an image of a four-door sedan in an advertisement when the actual vehicle for sale was a two-door coupe; and represented to consumers that they were receiving a “very good deal” and a “family deal” because their daughter worked at the dealership when the consumers in fact received no such price advantage.

The authority also found that Northland and Marshall engaged in conduct that was calculated to deceive and mislead consumers, including:

“ Failing to ensure that all salespeople know the sale pricing advertised in the relevant effective period of the flyers;

“Failing to correct flyers to clearly identify which vehicles are no longer available at the commencement of the effective period of the flyers;

“Failing to clearly identify that any negotiations on the purchase of an advertised vehicle will result in the administrative fee being added to the purchase price; and

“Failing to properly review the purchase agreements with purchasers, and to remove from or not include in such agreements, items which have been declined to purchasers.”

The Motor Vehicle Safety Authority, which is the regulatory agency authorized by the provincial government to administer and enforce the Motor Dealer Act, will determine penalties for Marshall and Northland at a later date.