In January 1990, Dr. Ira Gore, Jr., purchased a black BMW sports sedan for $40,750.88 from an authorized dealer in Birmingham, Alabama. The vehicle had been manufactured in Germany by BMW and shipped to the United States, where an independent service company in Brunswick, Georgia, determined that its finish had been damaged by acid rain during transit from Europe and refinished it at a cost of $601.37 before delivery to the Birmingham dealership. At the time of the purchase, BMW of North America, Inc., maintained a policy of not disclosing to dealers or customers that a new vehicle had been refinished if the cost of the repairs was less than 3 percent of the suggested retail price, and the refinishing cost for Gore's car amounted to approximately 1.5 percent of that price.
After driving the car for about nine months, Gore took it to an independent detailer, who informed him that the car had been repainted. Gore then filed suit against BMW of North America, Inc., alleging fraud under Alabama law for the failure to disclose the repainting. At trial, BMW acknowledged that it had sold approximately 983 refinished cars as new in the United States since 1983, including 14 in Alabama, without disclosing the repairs when the cost exceeded $300 per vehicle. The jury awarded Gore $4,000 in compensatory damages, representing the difference in value between the car as delivered and its value had it not been refinished, along with $4 million in punitive damages.
BMW moved to set aside the punitive damages award, introducing evidence that its nondisclosure policy aligned with the laws of roughly 25 states that required disclosure only for repairs exceeding 3 percent of the suggested retail price. The trial court denied the motion. On appeal, the Alabama Supreme Court affirmed the judgment but reduced the punitive damages to $2 million after applying factors from Green Oil Co. v. Hornsby and Pacific Mutual Life Insurance Co. v. Haslip, concluding that the jury's award was excessive but that $2 million remained permissible. The Supreme Court of the United States granted certiorari to review the case.
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