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Full Disclosure: I am the internet marketing director, at dick hannah subaru.

The tires for life program requires only that you do the FACTORY required service. Not dealer recomended service.

Today, I took my WRX in for it's 15,000 mile checkup, and since my tires were down to 3/32nds, they replaced them, free of charge. If I had wanted to upgade, they would have just charged me the difference between the price of the tires I got, and the upgraded tire.
 

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It sure is understandable to me why people don't trust dealers. Many fail to meet the min standards for being a human.

In most cases, a dealership will take any profit you allow them to. So make sure you do your research, and/or build a relationship with someone who will talk turkey with you.
 
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