BBB Logo

Better Business Bureau ®
Start With Trust®
Southfield, Serving Eastern Michigan & the U.P.

BBB Accredited Business since

Al Serra Auto Plaza

Phone: (810) 694-5440 Fax: (810) 694-1176 View Additional Phone Numbers G-6167 South Saginaw, Grand Blanc, MI 48439


BBB Business Reviews may not be reproduced for sales or promotional purposes.

BBB Accreditation

A BBB Accredited Business since

BBB has determined that Al Serra Auto Plaza meets BBB accreditation standards, which include a commitment to make a good faith effort to resolve any consumer complaints. BBB Accredited Businesses pay a fee for accreditation review/monitoring and for support of BBB services to the public.

BBB accreditation does not mean that the business' products or services have been evaluated or endorsed by BBB, or that BBB has made a determination as to the business' product quality or competency in performing services.

Reason for Rating

BBB rating is based on 16 factors. Get the details about the factors considered.

Factors that raised the rating for Al Serra Auto Plaza include:

  • Length of time business has been operating.
  • Complaint volume filed with BBB for business of this size.
  • Response to 5 complaint(s) filed against business.
  • Resolution of complaint(s) filed against business.
  • BBB has sufficient background information on this business.

Customer Complaints Summary Read complaint details

5 complaints closed with BBB in last 3 years | 1 closed in last 12 months
Complaint Type Total Closed Complaints
Advertising/Sales Issues 2
Billing/Collection Issues 0
Delivery Issues 0
Guarantee/Warranty Issues 0
Problems with Product/Service 3
Total Closed Complaints 5

Additional Information

BBB file opened: January 06, 1993 Business started: 01/01/1974

This business is in an industry that may require professional licensing, bonding or registration. BBB encourages you to check with the appropriate agency to be certain any requirements are currently being met.

These agencies may include:

Department of State
Michigan Dept. of State, Lansing MI 48918

Contact Information
Customer Contact: Denny Dunfield, General Manager
Business Category

Auto Dealers - New Cars Auto Body Repair & Painting

Alternate Business Names
Al Serra Body Shop Al Serra Buick GMC Al Serra Hummer

Additional Locations

  • G-6167 South Saginaw

    Grand Blanc, MI 48439 (810) 694-5440 (810) 694-5600 (810) 694-0004

  • 1

What is a BBB Business Review?

We offer free reviews on businesses that include background, licensing, consumer experience and other information such as governmental actions that is known to BBB. These reviews are provided for businesses that are BBB accredited and also for businesses that are not BBB accredited.


About BBB Business Review Content & Services:

Some Better Business Bureaus offer additional content & services in BBB Business Reviews.
The additional content & services are typically regional in nature or, in some cases, a new product or service that is being tested prior to a more general release.
Not all enhanced content & services are available at all Better Business Bureaus.

Professional AffiliationsX

Types of Complaints Handled by BBB

BBB handles the following types of complaints between businesses and their customers so long as they are not, or have not been, litigated:

  • Advertising or Sales
  • Billing or Collection
  • Problems with Products or Services
  • Delivery
  • Guarantee or Warranty

We do not handle workplace disputes, discrimination claims or claims about the quality of health or legal services.


BBB Complaint Process

Your complaint will be forwarded to the business within two business days. The business will be asked to respond within 14 days, and if a response is not received, a second request will be made. You will be notified of the business's response when we receive it (or notified that we received no response). Complaints are usually closed within 30 business days.


What is BBB Advertising Review?

BBB promotes truth in advertising by contacting advertisers whose claims conflict with the BBB Code of Advertising. These claims come to our attention from our internal review of advertising, consumer complaints and competitor challenges. BBB asks advertisers to prove their claims, change ads to make offers more clear to consumers, and remove misleading or deceptive statements.


What government actions does BBB report on?

BBB reports on known significant government actions involving business' marketplace conduct.


Thank you for your feedback!

Help us improve by taking our survey.


BBB Reporting Policy

As a matter of policy, BBB does not endorse any product, service or business.

BBB Business Reviews are provided solely to assist you in exercising your own best judgment. Information in this BBB Business Review is believed reliable but not guaranteed as to accuracy.

BBB business Reviews generally cover a three-year reporting period. BBB Business Reviews are subject to change at any time.


Additional Phone Numbers

  • (810) 694-0004(Phone)
  • (810) 694-5600(Phone)
Find a LocationX

  Change Location
Show Only Accredited Locations

Complaint Detail(s)

3/6/2014 Problems with Product/Service
7/23/2013 Advertising/Sales Issues
7/21/2013 Problems with Product/Service | Read Complaint Details

Additional Notes

Complaint: We went into Al Serra looking for a vehicle that would get us better gas mileage AND pull our trailer with our quads on it. We met ****** ********** and spent a couple hours asking questions and being assured that the Crosstrek XV would do absolutely everything we wanted it to do. We had to wait a couple weeks to add the extras (tow package and remote start) but we pressured to pay now and get when the items came in stock. Within a couple days my husband contacted the dealership completely unsatisfied with the performance of the vehicle and was told that they would gladly help us-at a loss of $10,000. Finding that completely unsatisfactory we decided we were stuck with the vehicle and went forward with getting the tow package installed and the remote start. At time of purchase we were never told that an after market tow package isnt recommended because the transmission would not have the cooling system and all we are getting is just the hitch which cause more strain on the vehicle. After the tow package was installed my husband towed our quads and the rpms stayed at over 4000 though our trailer and quads are below the 1500 lb limitations. He again contacted the dealership and was blown off. He has had it there a couple times but they still have not even bothered to fix the remote start which was recalled for starting the vehicle at any time. We dont feel we should pay for these items that were faulty. We specifically asked for a certain type of a vehicle and we were reassured this would work for our needs when it does not. I dont want to pay for product that does not work.

Desired Settlement: We would like to be able to trade this vehicle in without such a huge loss and get a vehicle that will perform for our needs. It now has 2500 miles on it. When we first contacted the dealership it didn't even have 200 miles on it.

Business Response:


When ******* and ***** originally came in to shop for a new vehicle, their primary concerns were gas mileage and being able to tow their quad’s up-north on the weekends.  They said the quad’s with the trailer weighed approximately 1,300 lb. and specifically requested to drive the Subaru XV Crosstrek.  

We informed them that the Crosstrek has a max towing capacity of 1,500 lb. with the optional Subaru factory tow hitch, and recommended they also look at the Subaru Forester (2,400 lb. max towing) and the Subaru Outback (2,700 lb. max towing) because they both had a higher towing capacity.  

After driving all three vehicles, ******* elected to purchase the XV Crosstrek and have us install a Subaru factory trailer hitch because she liked it better, it met the towing specifications, and it got three mpg better fuel economy. 

I have spoken with ***** a number of times since the purchase to see about helping them trade out of the Crosstrek and the conversation has always been very cordial. 

**** ****** III 

Subaru of Grand Blanc 

Sales Manager 

Consumer Response:

[A default letter is provided here which indicates your rejection of the business's offer. 

Better Business Bureau:

I have reviewed the offer made by the business in reference to complaint ID *******, and have determined that this proposed action would not resolve my complaint.  For your reference, details of why I am rejecting this offer appear below:

They are not offering to do anything to fix the situation so I will not accept their answer.  **** is outright lying.  We only test drove the XV Crosstrek.  We never test drove the Forester or the Outback. I made it perfectly clear what I needed the vehicle for.  I did not even know how much our quads and trailer weighed until after purchasing the vehicle and ***** telling me it was not pulling them adequetly. ****** assured us that there would be no problem towing the quads.  He said we could pull more weight than the 1500 lb capacity with no problem.  I guess this is to be expected from salespeople. 

***** does not want this vehicle. We have tried since April to get rid of it.  I will not take a $10k loss.  If **** actually thinks that is acceptable he must have bumped his head.


******* *****  

Business Response: I also said I would be happy to meet with them. My direct line is ************. Thank you

BBB's Final Determination: Business offered a resolution. Consumer did not pursue further with BBB and the matter was assumed to be resolved

2/19/2013 Problems with Product/Service | Complaint Details Unavailable
11/7/2012 Advertising/Sales Issues