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They care alright. They are super anal about it too...
For example OpenRoad Toyota will beg you nonstop to give them 10/10....and if for any reason you cannot give them 10/10....they strongly advise you to call them and "discuss about it" before you fill it out.
They are willingly to negoiate with you something reasonable. Ie. next free oil change.... x % off your next maintenance....just to get that 10/10.
I think in the auto industry, anything under a 7/10 is a "fail" to the dealership.
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