Protecting Your Dealership from Online Impersonation Threats

This isn’t a hypothetical warning. Recently, one equipment dealership was hit by an impersonation scam that involved two fraudulent websites, multiple fake email accounts, and counterfeit social media pages.

The attackers copied the dealership’s name and branding, set up phone numbers and emails, and then used the fake accounts to:

Collect personal data from potential customers.
Post multiple different types of financing options available for equipment that didn’t exist.
Divert communication away from the real business using spoofed contact information.

By the time it was uncovered, customers were confused, and the dealership’s reputation was at risk.

What This Means for Dealers

This incident is a clear reminder: if it happened once, it could happen again. Criminals know dealerships are trusted community brands and are now targeting them with professional-looking copycat websites and accounts.

What You Can Do Right Now

Here are five steps every dealer should take:

Monitor your brand online
Regularly search for new domains, social profiles, or ads using your business name. Look for small variations like “implement-sales.com” that impersonators often use.
Promote your official channels
Make your real website, email addresses, and social media pages clear and visible so customers know what’s authentic.
Educate customers and vendors
Encourage them to verify unusual requests, like new payment instructions—by calling a trusted number.
Strengthen your systems
Use multifactor authentication (MFA), keep systems patched, and train employees to recognize phishing attempts.
Plan your response
If impersonation strikes, immediately collect evidence (screenshots, URLs, fake emails) and report it to registrars, hosting providers, email platforms, and social media sites for takedown.

How rocketwise Helps

At rocketwise, we’ve already guided dealers through this exact situation. Our team helps monitor for impersonation threats, file takedown requests, and secure dealership systems against future attacks.

But the best defense is prevention. That’s why we recommend every dealership start with a Cybersecurity Risk Assessment, to spot vulnerabilities before criminals do.

Next Step

As a benefit to Learning Without Scars, rocketwise is offering an initial Cybersecurity Risk Assessment at no cost. You’ll walk away with a clear picture of your current security posture and practical next steps to protect your dealership, your customers, and your reputation.

Schedule your complimentary Risk Assessment today at: meet.rocketwise.com/kenny