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RAC to crack down on used car dealers misusing its brand

The RAC is to much more strictly control dealer use of its brand in the used car sector with a new set of rules.

Recently, the motoring organisation has become aware of a number of dealers who are employing the RAC brand incorrectly or even falsely.

RAC head of dealer propositions Mario Dolcezza said: “We are concerned there may be some dealers out there using the RAC name and brand without permission.

"Dealers who sell RAC-branded products such as warranties are allowed to use our brand but some are exceeding the rules that are in place as part of our commercial agreement with them.

“The RAC brand is rightly valued by customers as one of the most trustworthy in the UK and allowing its use in an uncontrolled manner where our brand equity is endangered makes no sense for consumers, properly authorised dealers or the RAC itself.”

The RAC has launched its BuySure initiative which includes new and definitive rules about using the brand. These rules are now being issued to all of its dealers.

Dolcezza added that dealers who did not follow the new rules would be asked to correct their use of the brand, but that action would be taken if they did not respond.

He said: “This is something that we are very much determined to stop.”

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