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As long as you've documented everything, send the dealer a letter explaining what you expect from him and what you will do if he doesn't comply. If he basically tells you to pound sand you can proceed with the small claims lawsuit and definitely mention the treble damages.
Most people will cringe at the thought of having to pay three times an amount that they could have paid once for if they a real business.
Then after you win your case, go with the negative ad campaign for added satisfaction!
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