Richmond tire store to pay back customers after 'bait and switch - NBC12 - WWBT - Richmond, VA News On Your Side

Richmond tire store to pay back customers after 'bait and switch' ads

Customers at Shockoe Bottom Tires may be eligible for a refund. (Source: Customers at Shockoe Bottom Tires may be eligible for a refund. (Source:

Virginia Attorney General Mark Herring said Monday that he has reached a settlement with a Richmond tire shop for alleged violations of the Virginia Consumer Protection Act and the state's "bait and switch" statue.

Herring says that Shockoe Bottom Automotive & Tires Inc. (also known as "Shockoe Bottom Tires" and "Emerald Tires") advertised prices for tires and services on its website that it refused to honor.

The lawsuit said the company:

  • Advertised tires for sale on the front of its building for $25, but failed to honor that price with consumers who purchased tires at the shop;
  • Posted coupons, in the store and online, offering tires "buy 3 get 1 free," then refused to honor those terms; and
  • Advertised a tire alignment service as included with the price of tires, but refused to provide the alignment service to consumers who purchased tires.

"Honest advertising is one of the most basic requirements of doing business in Virginia. Consumers have a right to rely on the advertisements and representations a company makes. A business can't just advertise one price then charge customers more when they actually arrive at the door," said Herring.

In the settlement, Shockoe Bottom Tires agreed to provide refunds to consumers who paid:

  • in excess of $25 for any tire purchased;

  • for a fourth tire where three tires were purchased at one time;

  • for an alignment where the consumer purchased two or more tires and sought but did not receive a free alignment; or

  • any other charges incurred as a result of Shockoe Bottom Tires' failure to honor its advertised terms or price(s).

The reimbursement will come to customers who file a complaint and those who suffered "monetary harm" on or after Sept. 1, 2013, at the tire shop's location on East Main Street.

Customers must file a complaint with the Attorney General's Office by Aug. 7.

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