Premier Dealer Services, Inc. v. Allegiance Administrators, LLC

District Court, S.D. Ohio·Decided July 29, 2021·No. 2:18-cv-00735·Unknown

Opinion

UNITED STATES DISTRICT COURT SOUTHERN DISTRICT OF OHIO EASTERN DIVISION

PREMIER DEALER SERVICE, INC.,

Plaintiff, Case No. 2:18-cv-735 v. Judge Edmund A. Sargus, Jr. Magistrate Judge Chelsey M. Vascura ALLEGIANCE ADMININSTRATORS, LLC, et al.,

Defendants.

OPINION AND ORDER This matter is before the Court on Plaintiff Premier Dealer Service, Inc.’s (“PDS”) Motion for Summary Judgment (ECF No. 100), Defendants Allegiance Administrators, LLC’s (“Allegiance”) and Dimension Service Corporation’s Motion for Summary Judgment (ECF No. 101), and Defendants’ Motion to Strike Exhibits and Arguments in Plaintiff’s Motion for Summary Judgment (ECF No. 114). The motions are fully briefed and ripe for adjudication. For the following reasons, PDS’s Motion for Summary Judgment is GRANTED IN PART and DENIED IN PART; Allegiance’s Motion for Summary Judgment is GRANTED IN PART and DENIED IN PART; and Allegiance’s Motion to Strike is DENIED AS MOOT. I. Background and Undisputed Material Facts A. The Parties and the Automobile Service Contract Business The Court set out the facts giving rise to this dispute in its November 6, 2018 Opinion denying PDS’s motion for a preliminary injunction. The parties rely on the foundational testimony from the preliminary injunction hearing in the instant motions for summary judgment. (Pl.’s Mot. Summ. J. at 1 [“Pl.’s Mot”], ECF No. 100; Defs.’ Mot. Summ. J. at 6 [“Defs.’ Mot.”], ECF No. 101.) Thus, the Court will recount the undisputed facts established during the preliminary injunction hearing. (Prelim. Inj. Hr’g Tr., ECF No. 29.) PDS and Allegiance compete as administrators of automobile service contracts (“Service Contracts”). Service Contracts, commonly known as extended warranties, are agreements between

an obligor and a customer purchasing a vehicle. With any Service Contract, the obligor agrees to repair or replace, for a specific coverage period, certain vehicle parts following a breakdown. The Service Contracts must be backed by an insurance company, which works with the obligor and an administrator to approve the terms and manage the risk. The total price of any Service Contract is known as the “Dealer Cost.” For the customers who enter a Service Contract, the lumpsum Dealer Cost is straightforward. For the four other parties involved in any Service Contract (the obligor, administrator, insurer, and dealer), however, Dealer Costs are comprised of several parts: first, there is the marketing fee, which is set by the obligor and paid to the dealership that sold the Service Contract; second, the administration fee, which is a flat fee negotiated between the obligor

and the administrator; third, the insurance fee, which a pre-selected insurer determines and approves; fourth, the road assistance fee for which the obligor also negotiates; and fifth—and most importantly for purposes of this case—the “Reserve,” which is the calculated amount that the obligor and the administrator determine and then set aside to pay future claims. The Reserve amount is critical to an obligor’s success because the obligor must market programs at competitive prices but must also allocate an appropriate amount for future claims. If the Reserve amount does not cover a claim, then the obligor and the insurer bear the loss. To protect each party involved, the Dealer Costs and its five components are generally considered confidential throughout the industry. B. PDS Relationship With Tricor Automotive Group Tricor Automotive Group (“Tricor”), which is not a party to this case, was the obligor in all Service Contracts relevant to this lawsuit. Tricor offers affiliated automobile dealerships throughout Canada various Service Contracts that those dealerships sell to customers buying new

and used vehicles. From 2001 to May 29, 2018, PDS served as Tricor’s administrator of Service Contracts. Within that role, PDS began using its proprietary “Rating Process” in 2008 to set Reserves for Service Contracts sold through Tricor-affiliated dealerships in Canada. PDS also contracted with Tricor to permit Tricor to sell PDS’s “Lifetime Powertrain Loyalty Program (LPLP) Certificate”—which are the subject of PDS’s copyright infringement claim. 1. The 2011 Marketing Agreement and PDS’s Lifetime Powertrain Loyalty Certificates

In 2011, Tricor and PDS entered into a Private Label Marketing Agreement. (“Marketing Agreement,” ECF No. 46-4.) Pursuant to the Marketing Agreement, PDS authorized Tricor to market PDS’s “aftermarket automobile products and programs for automobile dealers”; “vehicle service agreements”; “prepaid maintenance plans”; “lifetime loyalty programs”; and “limited warranty programs[.]” (Id. at 1.) In the Marketing Agreement, Tricor agreed not “make use of or disclose to any third parties, any Proprietary Information obtained as a result of or in connection with the relationship contemplated herein.” (Id. at 3.) Additionally, the agreement specified that “[a]ll forms, records and supplies including, but not limited to insurance forms and rate charts, provided by [PDS], are and will remain the property of [PDS].” (Id. at 5.) As the Marketing Agreement mentions, PDS agreed to let Tricor sell Lifetime Powertrain Loyalty Program Certificates (“LPLP Certificates”) created by PDS. (Id. at 1.) PDS has two copyrights registered with the U.S. Copyrights Office for its LPLP Certificates. The first copyrighted LPLP Certificate was first published on May 1, 2008 and registered on May 2, 2012. (Copyright TX 7-673-553, ECF No. 100-1.) The second copyrighted LPLP Certificate, a derivative work of the first copyrighted LPLP Certificate, was first published on June 26, 2012 and registered on June 4, 2013. (Copyright TX 7-741-273, ECF No. 100-1.) Importantly, an LPLP Certificate is not a warranty or a vehicle service contract. (See id.;

Dep. of Lisle Greenweller 61:9–15.) Rather, lifetime powertrain products are “dealership giveaway products which promote customer retention and provide for mechanical coverage in the event of breakdown upon meeting various service requirements.” (2014 Administration (Program) Agreement at 2, ECF No. 46-1.) The composition of the copyrighted LPLP Certificates are relevant here. Copyrighted LPLP Certificate TX 7-741-273 is a two-page form. (Copyright TX 7-741-273.) The first page contains three sections at the top—covering roughly 25% of the form— with blank boxes for the filling in of customer information, dealer information, and vehicle and certificate information. (Id.) The remainder of the first page and the second page contain six additional sections with detailed information about the loyalty program. (Id.) PDS’s copyright extends to the “text” of the LPLP Certificates. (Id.)

PDS did not use the copyrighted LPLP Certificates in its relationship with Tricor because the copyrighted LPLP Certificates were not tailored for use in Canada. (Greenweller Dep. 61:16– 62:1.) PDS created a derivative LPLP Certificate for Tricor to market in Canada and modified only those things specific to Canada (the “Canadian LPLP Certificate”). (Id.; Canadian LPLP Certificate, ECF No. 100-2.) Aside from minor editing changes and Canadian-specific terms (“kilometres” instead of “miles”; “provinces” instead of “states”), the language in the Canadian LPLP Certificate is nearly identical to the copyrighted U.S. LPLP Certificate TX 7-741-273. 2. The 2014 Administration Agreement, the Rating Process, and the Reserves

In 2014, Tricor and PDS executed an Administration (Program) Agreement (“2014 Agreement”) that set out the parties’ obligations regarding the administration of Service Contracts. (2014 Agreement, ECF No. 46-1.) The preamble of the 2014 Agreement states that “[Tricor] is the administrator of Program Contracts on behalf of [a marketing company] and/or [Tricor’s insurer] and wishes to subcontract some of these duties including claims handling to PDS[.]” (Id.

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