Saccucci Auto Group, Inc. v. American Honda Motor Co.

617 F.3d 14, 2010 U.S. App. LEXIS 16127, 2010 WL 3025536
CourtCourt of Appeals for the First Circuit
DecidedAugust 4, 2010
Docket09-2110
StatusPublished
Cited by25 cases

This text of 617 F.3d 14 (Saccucci Auto Group, Inc. v. American Honda Motor Co.) is published on Counsel Stack Legal Research, covering Court of Appeals for the First Circuit primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Saccucci Auto Group, Inc. v. American Honda Motor Co., 617 F.3d 14, 2010 U.S. App. LEXIS 16127, 2010 WL 3025536 (1st Cir. 2010).

Opinion

HOWARD, Circuit Judge.

This is a diversity case involving Rhode Island’s “Dealer Act,” R.I. Gen. Laws § 31-5.1-4, which regulates the business relationship between car manufacturers and dealers. The plaintiff-appellant is a dealer located in Rhode Island, Saccucci Auto Group Inc. (“Saccucci”). The defendants-appellees, American Honda Motor Co. Inc. and American Honda Finance Corp., are entities of Honda, a car manufacturer. We refer to the defendants-appellees collectively as “Honda.”

The central issue in this case is whether Honda’s decision to prohibit its dealers from selling Honda Vehicle Servicing Contracts (“VSCs”) over the Internet violates the Dealer Act. VSCs are extended warranties, more or less. Honda had allowed its dealers to sell Honda VSCs over the Internet for a number of years but put an end to the practice in 2007. This prompted Saccucci, a dealer which sold Honda VSCs over the Internet, to sue Honda in federal court, claiming, inter alia, that Honda’s prohibition violated the Dealer Act.

The district court granted summary judgment to Honda. It held (1) that Saccucci’s claims were not cognizable under the Dealer Act; and that (2) even if they were, no reasonable jury could find in Saccucei’s favor on the claims. We agree with the second of these conclusions and affirm.

I. Facts

A. Background

Concerned that car manufacturers had more bargaining power than car dealers, Congress and a number of states enacted “legislation to protect car dealers from perceived abusive and oppressive acts by the manufacturers.” New Motor Vehicle Bd. v. Orrin W. Fox Co., 439 U.S. 96, 101, 99 S.Ct. 403, 58 L.Ed.2d 361 (1978). Rhode Island’s Dealer Act is an example of such legislation. Id. at 101 n. 5, 99 S.Ct. 403.

Saccucci claims that Honda’s decision to temporarily prohibit its dealers from selling Honda VSCs over the Internet violated three of the Dealer Act’s provisions: one prohibiting manufacturers from “coerc[ing]” a dealer to enter into an agreement, R.I. Gen. Laws § 31-5.1-4(b)(4), one prohibiting manufacturers *18 from engaging in “arbitrary” action that causes damage to a dealer, id. § 31-5.1-4(a), and one prohibiting manufacturers from engaging in any “predatory practice” against a dealer. Id. § 31—5.1—4(c)(26).

B.VSCs

A VSC is a vehicle protection package similar to an extended warranty. Generally speaking, it covers the cost of repairing certain mechanical breakdowns and provides other, ancillary benefits such as roadside assistance. VSCs are sold by a number of companies, including Honda. Honda’s brand is known as “Honda Care.”

Honda does not sell its VSCs directly to customers. Rather, it provides its dealers with Honda VSCs, and the dealers make the ground-level sale. Although Honda dealers must pay Honda a fee for every Honda VSC they sell (these fees range from $360—$1,365 per VSC), dealers are free to charge their customers whatever price they wish for a Honda VSC, retaining the difference between price and fee as profit. Although the dealer is the one making the sale to the customer, the Honda VSC contract is ultimately between the customer and Honda, not between the customer and the dealer.

Honda dealers may promote and sell different brands of VSCs (e.g., a Toyota or General Electric VSC). But if one of the dealer’s customers requests a Honda VSC, the dealer is contractually obligated to make one available for purchase. And Honda dealers have other reasons to offer Honda VSCs. Their customers, Honda owners, generally prefer Honda VSCs over competing brands because Honda VSCs guarantee that “all repairs will be made by factory-trained Honda technicians at authorized Honda dealerships using only Genuine Honda or American Honda authorized parts.” Also, Honda pays its dealers a “performance based allowance” for each VSC sold. The amount of this allowance depends on a quotient keyed to vehicle sales. For example, if a Honda dealer’s Honda VSC sales are 70% of his total car sales (i.e., the dealer sells seven Honda VSCs for every ten cars he sells), that dealer will receive more money than if its Honda VSC sales were 20% of its total car sales. A dealer, then, has a financial incentive to increase its Honda VSC sales percentage.

C. The Internet sale of Honda VSCs

Because Honda VSCs are typically sold in connection with the purchase of a Honda car, Honda VSCs were initially sold only at Honda dealerships. Beginning sometime in 1997, however, a number of Massachusetts-based Honda dealers began to sell Honda VSCs over the Internet. Other dealers began to follow suit, and, by 2008, there were approximately twelve Honda dealers selling Honda VSCs over the Internet. Saccucci began selling Honda VSCs over the Internet in 2006. The dealers that sell Honda VSCs over the Internet sell them at or near cost, relying on the performance-based allowance supplied by Honda for their profits.

D. Honda’s reaction to the Internet sale of Honda VSCs

Beginning sometime in 2002, Honda dealers who did not sell Honda VSCs over the Internet began to complain to Honda about the practice, focusing their complaints on the lower prices charged by the Internet dealers. Despite these complaints, Honda did not attempt to curb Internet sales and actually appeared supportive of such sales, which it believed reflected “capitalism at its best.”

In 2007, however, Honda’s position began to change. In January, Honda’s Dealer Advisory Board (“DAB”), a body composed of Honda dealers who are elected to *19 represent dealer interests, 1 recommended that Honda stop the Internet sale of Honda VSCs. The DAB told Honda that such sales impacted “customer satisfaction” and were resulting in “strained relations” between the dealers who were selling the Honda VSCs locally at the dealership and their customers. Honda told the DAB that it would further study the issue. Both the DAB’s recommendation to Honda and Honda’s response were published in a Dealer Direct newsletter sent to all Honda dealers, including Saccucci.

Later that year, individual dealers complained to Honda that the Internet sale of Honda VSCs was undermining customer satisfaction with both the dealers and Honda. When deposed, Dan Spafford, Honda’s Manager of Consumer Assurance Products and Services, testified about these complaints. One came from a Honda dealer in Illinois. The dealer told Spafford that he had sold a long-time customer both a Honda and a Honda VSC at his dealership, charging the customer a traditional in-store price for the VSC. The customer later found a Honda VSC being offered on the Internet for a significantly lower price. The customer returned to the dealership, called the dealer a “thief,” and told him that he would never go back to his dealership again.

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617 F.3d 14, 2010 U.S. App. LEXIS 16127, 2010 WL 3025536, Counsel Stack Legal Research, https://law.counselstack.com/opinion/saccucci-auto-group-inc-v-american-honda-motor-co-ca1-2010.