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What’s in a Name?

Many dealers have raised legitimate concerns about the use of words in a dealer’s name that may be misleading. For example, names which incorporate words or phrases such as “wholesale,” “at cost,” “liquidation” and “factory direct” may lead customers to believe that they will enjoy special pricing otherwise unavailable.

OMVIC now restricts the use of such words in names and will no longer register legal or trade names which fall into this category.

Note: Although this change will not be retroactive, OMVIC will continue to closely monitor the advertising practices of dealers who have names that may not accurately describe their business. Advertising produced by (or on behalf of) such a dealer will need to prominently indicate the true nature of their business.