Tampa's Ernie Haire Ford ordered to pay $6.9-million

Tampa's Ernie Haire Ford was ordered to pay at least $6.9-million to resolve a long-standing class-action lawsuit for charging thousands of customers to etch a car's vehicle identification number on windshields.

Founded in 1956, the family-run business at 9545 N Florida Ave. is one of the state's largest Ford dealerships. It was one of several Tampa Bay area dealerships targeted by class-action attorneys. Crown Auto Dealerships in St. Petersburg and former Clearwater Toyota parent company Sonic Automotive Inc. faced similar allegations.

The case stems from a 2002 complaint from Haire customer Moira Gilley, who argued she was bilked out of $199 for a VIN etching she didn't request. The service was supposed to deter theft by forcing thieves to pay for replacing the incriminating windshields or risk getting caught.

Gilley said she agreed to pay $7,160 for a used 1997 Ford Taurus, but she later discovered $946 worth of extras that had been concealed on her sales contract, including the etching.

VIN etching is often grouped with other highly marked-up products tacked onto automobile sales slips. They include rust-proof undercoating, fabric protection and paint sealant.

In previous interviews, Haire representatives contended the suit was "rubbish some lawyers have dreamed up" and insisted its salespeople fully disclosed the etching. The court disagreed.

Gilley's lawyers initially hoped to recover as much as $40-million. But in a final judgment issued this month, Hillsborough Circuit Judge Rex Barbas awarded Gilley and other customers $3.48-million.

An additional $3-million goes to attorneys' fees and $431,700 to expenses. Haire will also have to pay 11 percent interest for as many years as it held a customer's money. Sales in which customers were eligible for refunds dated back to 1998.

Haire had little to add Wednesday. "My understanding is our insurance carrier settled," general manager Greg Balasco said.

Comments on this article

by bmay1	Oct 31, 2008 6:08 PM
"BUY AMERICAN YOU LOSERS YA YOUR HONDA BUILT IN OHIO AND PROFIT SENT BACK TO JAPAN AND CHINA REMEMBER PEARL HARBOR" Beats the hell out of GM having to by my 08 malbu back next week. car of the year? P.O.S,is more like it. back to honda 4 me

by FFF	Oct 31, 2008 2:59 PM
REMEMBER THE SLOGAN,EARNIE HAIRE FORD WE DELEIVER!!!! THEY SURE HAVE! BANKRUP COMP DOSENT PAY A DIME,, WHAT A FAMILY,,SHAME THEM EVERWHERE,,KICK EM OUT OF TAMPA,,, THEIVES,,,,

by tim	Oct 31, 2008 2:59 PM
Golly gee, what's our country coming to? Lawyers and politicians getting rich by spewing lies and now even our trusted used-car dealers are ripping us off. Oh what to do, what to do.

by justthinking	Oct 31, 2008 1:12 PM
Without the attorneys there would be NOTHING TO DETER the dealers from underhanded tactics! Attorneys pursue these cases without any money from victims. They ONLY collect if they win and they don't always win. They deserve the money! Be Thankful!!!

by Ricardo	Oct 30, 2008 8:27 PM
I can't believe some of your comments are taking the side of a USED CAR DEALER.

by voxy	Oct 30, 2008 7:32 PM
there's FIAT fix it again tony

by Jack	Oct 30, 2008 7:31 PM
Like most class action settlements the Attnys are the ones who make out like a bandit. The other millions will be split by thousand of people. I have been involved in several class actions over the years and never collected more than 10 bucks!

by Steve	Oct 30, 2008 7:31 PM
Ted.... Well, I'm tired of dumb people that don't read their post before hitting the send key and post with a misspelled word - as in your "dimb" for dumb.

by Joseph	Oct 30, 2008 7:31 PM
Haire will most likely file bankruptcy by the end of the year, end of story!

by Mary	Oct 30, 2008 4:59 PM
Am I missing something here? Just exactly WHO is getting the $6.9 mil? It states "an ADDITIONAL $3 mil to the lawyers and $431,700 to expenses" (Expenses - again, to whom?). Seriously, I'd like to know. Anyone?

by Mike	Oct 30, 2008 4:59 PM
Never again, I could not possibly agree with you more. Ford is the only car with so many jokes about what the name stands for. I know of about five. I have never heard of even one joke acronym for any other auto maker.

by cdub	Oct 30, 2008 4:59 PM
BUY AMERICAN YOU LOSERS YA YOUR HONDA BUILT IN OHIO AND PROFIT SENT BACK TO JAPAN AND CHINA REMEMBER PEARL HARBOR

by george	Oct 30, 2008 4:59 PM
what about J, Q, ford in brooksville I saved my paper work from 1994 so I have all the proof a lawyer needs for class action and it will involve at least 1000

by W	Oct 30, 2008 3:47 PM
This dealership has been imfamous for ripping people off for years. They will look you right in the face and tell you the Mustang you are buying is a Special Edition, when its not. This is a little jusdice on a very crooked dealership and Family! YEA

by Dan	Oct 30, 2008 3:46 PM
And we wonder why insurance is so expensive--only the attorneys win on a deal like this

by Never again	Oct 30, 2008 3:45 PM
A bit off the subject perhaps but during my life, I owned 2 Fords (both Mustangs) and they were constantly breaking down. Remember Ford's motto: "Have you driven a Ford" lately. The motto should have been: "Have you driven YOUR Ford lately". hehehe

by H	Oct 30, 2008 3:35 PM
I think they need prosicute the dealerships, its managers, officers & directors. This llegal activity has been going on here and other dealerships in the Tampa Bay area. time to clean them all up!

by Steve	Oct 30, 2008 3:28 PM
So if we purchased a car from Erie Haire since 1998 what do we need to do to get our share of the refund?

by Phil	Oct 30, 2008 3:24 PM
Once again, the plaintiffs lawyers abused the system and won.

by cheryl	Oct 30, 2008 3:21 PM
Wonder why "car salesman" have a bad reputation? $6.9 million reason's why!!!

by Douglas	Oct 30, 2008 3:08 PM
To bad they dont punish banks like that,for misleading customers into loans on there homes. But im sure we will just bail him out anyways.

by Sam	Oct 30, 2008 3:04 PM
Want to see "my etchings?" Such baloney and they should be ashamed.

by Ted	Oct 30, 2008 3:04 PM
I am tired of dimb people that do not read contracts. Don't buy things if you don't want to take the time to read.

by Bob H	Oct 30, 2008 2:02 PM
I love Kenny's ignorant comment, "Buy American." Hey Kenny, my Honda was manufactured in Marysville, Ohio and my Chevy Camaro was manufactered in Ontario, Canada. So how exactly do you "buy American"?

by Vincent	Oct 30, 2008 10:32 AM
They wanted forty million ! So the attorneys get three million because a few people don't read their contracts. This country is doomed.

by D	Oct 30, 2008 10:24 AM
Maybe this will send a message to all these car dealers and they will stop trying to rip off and mislead the consumers. Hats off to the lawyers that exposed this dealer for its fraudulent practices.

by George	Oct 30, 2008 10:24 AM
Only criminal charges will stop theft like this by auto dealers. Arrest and prosecute those involved, especially the owners. Impose strict liability and forbid insurance coverage. Jail them. That's the only way to get their attention.

by Doug	Oct 30, 2008 10:24 AM
"Haire representatives contended the suit was rubbish some lawyers have dreamed up". And car dealers and their sales staff wonder why they are so loathed by the public...

by Bob	Oct 30, 2008 10:24 AM
I find it interesting that these car dealers think they can get away with fraud and stealing from the consumer. The consumer needs to step up to the plate and take action against these unethical car dealers! Stop their unethical/illegal activity!

by Bill	Oct 30, 2008 10:24 AM
Buyer Beware. Read your sales and finance contract before you sign. Ignorance is bliss.

by Paybeckishell	Oct 30, 2008 10:24 AM
Hmmmm. How many people do you think will want to buy a car from Ernie Haire Ford now? Enjoy your banckruptcy.

by Kenny	Oct 30, 2008 10:24 AM
Congressman and auto dealer Vern Buchanan must have taken lessons from Erhie Haire. I REFUSE to buy another car from any dealership owned or partly owned by Buchanan. Suncoast Ford/Mitsubishi is one of them. Won't buy foreign either. BUY AMERICAN.

by Troy	Oct 30, 2008 10:24 AM
Just another crooked Ford dealership. Anybody remember the lawsuit against Big John Naughton Ford? One of their tactics was to throw customer's keys on the roof of the dealership to force people to buy a new car.

by Laurie	Oct 30, 2008 10:24 AM
The attorney's are the ones that really won this case. Over $3 million? You've got to be kidding!

by Al	Oct 30, 2008 10:23 AM
I love the last quote from the slimy general manager. No remorse, just another day at the office. Toyota's scam is a surprise, but it's business as usual for the American car dealers. They have to be scum bags because they only sell crap.