6:56 am, August 9, 2013
THE RAC has instructed more than 40 dealers to stop using its logo on their marketing material.
The move comes as part of a campaign to clamp down on unauthorised use of the RAC brand.
A letter has been sent to each dealership, promising legal action against those who continue to use the logo without authorisation.
But according to the RAC, all but a couple have complied and these are currently the subject of litigation by the RAC’s legal department.
This campaign has been prompted by the launch of the brand’s new RAC BuySure and RAC Cars dealer initiatives, where only authorised dealers are permitted to use the brand under a set of clear guidelines.
RAC head of dealer propositions, Mario Dolcezza, said: ‘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.
‘We are pleased to say that the dealers we have contacted who were using the brand inappropriately have almost all complied very quickly and those that haven’t will be the subject of determined legal action including the involvement of Trading Standards. This is something that we are very much determined to stop.’
