I posted this mild anti-Toyota rant on my own little website a few weeks back. Because Toyota has refused to relent, I figured I'd pick up the bigger bullhorn, clear my throat and repeat myself.
We bought a Toyota RAV-4 earlier this year. A few weeks later, the dealership sent us a $20 rebate check. “Thanks,” I probably thought. We cashed it.
This past Tuesday, out of the proverbial blue, the dealer called. “The rebate was a mistake.” “Please don’t cash it.” “You already did?” “OK, you must send us a check for $20.”
When my wife balked at mailing them the anti-rebate, the business manager threatened to call our financing company and say our loan is in default. I don’t even know what that means. But I do feel threatened.
Toyota is a $175 billion corporation. The $20 won’t be missed. But that’s not the point. We’ve already bought two in our mid-to-late twenties. Treat us well, and we’ll probably buy thirteen more. I’m shocked at their short-sighted antics — they’ve now called twice and won’t back down.
Look, I know Toyota isn’t a luxury car. But this was the second-largest purchase we’ve ever made. I want to feel proud of that transaction. What a great missed opportunity for the dealer to reach out, acknowledge there was a mistake, and tell me not to worry about it. That’s relationship marketing. Don’t treat me like I swiped a $20 out of the register.
