I lately ‘stumbled’ on a message board post that demonstrates the sheer power of internet users working together.
To begin with, I should explain that by ‘stumbled’, I mean that I was using ‘StumbleUpon‘, a tool bar that you should actually download. Different to other toolbars, you tick a few interest boxes (humour, cars, [music genre], etc.) when you sign up and then click the ‘Stumble’ button, which then takes you to a webpage based on your interests. It sounds like an idea that would only work in theory, but it really does show you hundreds of interesting websites you never knew existed.
Anyway, back to the story. The tale of corporate injustice starts on eBay. Anyone who uses eBay regularly will know that every now and then you have to deal with some less-than-reputable characters. My own eBay problems occurred when I tried to buy a hip-flask with Brian Blessed’s face engraved onto it (yes, really). After one e-mail asking for me to send a picture, written in appalling English, I knew I would never see that £15 again.
This particular eBay fiasco begins with a brand new, 2008 BMW M3. Even though I’m not a fan of Beemers, anybody who knows anything about cars should know that the M3 is a particularly good model, one of the most powerful that BMW produces. The base models retail for £50,000 in the U.K and $50,000 in North America (How did they work that out? For people who don’t know their exchange rates, £50,000 is around $100,000). One American dealership in Lincoln, Nebraska, made a mistake they won’t soon be forgetting.

In this eBay auction, the ‘Husker Auto Group’ advertised their BMW M3 for $60,000 with no reserve (meaning they are obligated to sell at whatever price the auction finishes at), despite the car being loaded with extras valuing it at around $70,000. The victim in this story, Ken Tanisaka, bid $60,000 and fairly won the eBay auction. Not what the dealership expected to happen. When Ken phoned to arrange his payment, the salesman told him the auction had been ‘a mistake’ and was told the same thing by the manager. In short, they refused to honour the deal.
Whilst using StumbleUpon, I came across a post Ken had made on a BMW message board, asking for advice. People told him that he was being defrauded by the dealership and that he should seek legal advice. I’d like to say that Ken’s lawyer negotiated a deal with the BMW showroom, but he isn’t the hero of this story.
The internet is. Through the power of online journalism, Ken’s story was forwarded to local news story and, more importantly, the most popular car blogs. In a short space of time, there was an outcry from the internet and the hunt for justice began. The dealership in Nebraska began to receive to receive phone calls, e-mails and faxes, all of them condemning the showroom for not honouring the deal. As the internet support grew, the dealership began to crack. They realised they were losing hundreds of potential sales and were also giving themselves a terrible reputation.
The dealership cracked, but offered the car for the auction price only if Ken would agree not to sell the car for at least 2 years, and that he would try to diffuse the huge media interest that had been generated. Ken and his lawyer would not agree to these terms, but the dealership cracked again.
Ken received his discounted BMW, but will have caused limitless damage to the Husker Auto Group, having spread their dishonourable dealings across the globe.
I found it interesting that people could stand together for justice, but over a really unimportant issue. I was also pretty intimidated to see just how much damage a ‘word-of-mouth’ negative experience can do.
Online journalism played an important part too. Without the ability to communicate at such high speeds, such a media frenzy would never have been conjured.
The moral of this story is: Do not anger the internet, or you will suffer.
On a lighter note, this is the press release from the dealership, after they had sold the car to Ken:
‘Being the honourable dealership that Husker is, we have agreed to honour the price of $60,000 for the BMW E90 M3. This vehicle typically would have been priced around $70,000. At Husker BMW, we honour all contracts. And in this case we covered the $10,000 for the vehicle to make our customer happy.’
What?