Misleading price match offer

The consumer’s issue:

“I booked my car in for a service and MOT. The website of the business says that they would match any genuine quotation. I obtained a lower quote from another dealer and provided this to the business requesting a price match. However, they refused to honour it, which means that their website could be seen as misleading. I am therefore seeking the £39.50 difference because they wouldn’t price match, as well as compensation for this.”

The accredited business’ response:

  • Our offer was only available at participating dealers and this is evidenced on the terms and conditions displayed on the website.
  • As the chosen dealer was not a participant, we were unable to assist the customer and offer a price match on this occasion.
  • We stand by our initial decision, but in recognition of the consumer’s disappointment, and as a one-off gesture, we would be happy to authorise a £40 service voucher.

The adjudication outcome:

  • The Motor Ombudsman adjudicator did not uphold the customer’s complaint after reviewing the evidence supplied by both parties, as it was decided there was no breach of the New Car Code.
  • The adjudicator acknowledged that the advertisement had stated that the offer was valid at participating dealers only.
  • The dealership chosen by the consumer was not a participating dealer and they should have enquired with the chosen business as to if they were taking part, in line with the terms and conditions.
  • The adjudicator decided that the business was not misleading in its advertisement.
  • The adjudicator believed the goodwill gesture offered by the business was a fair way to resolve the complaint.


  • The customer and accredited business accepted the outcome as recommended by The Motor Ombudsman adjudicator and the case was closed.