Billboardgate Boston -- Mass DOT Asks Prime Motor Group to Change Upside Down Billboards

WESTWOOD, MA -- Oct. 16, 2015: Over the last week, drivers in Boston have been in a frenzy over Prime Motor Group's upside down billboards. The big blue boards could be found all over social media with heated debate as to whether they were real or a mistake. The comments ranged from people who thought the marketing was brilliant to people who thought the flipped boards were distracting and dangerous.

After just one week of being posted, the Massachusetts Department of Transportation asked Prime Motor Group to turn their billboards right side up. According to Prime Motor Group CEO David Rosenberg, "we never imagined the response would be this great and varied, and we certainly never meant to distract drivers on the road. Our objective still remains to let people know about our new and improved sales process, but we also hope to make a greater difference in preventing distracted driving. Over the next week, we will be posting new billboard creative that lets people know that we are turning car buying upside down. We believe our new billboards will be fun and will not distract drivers. In addition, we are in the process of vetting out different charities with the goal of making a significant contribution to stop distracted driving in the future."

Prime Motor Group's TV commercial which explains the upside down billboards, and has been seen on the internet, is scheduled to be on air this weekend and throughout the rest of the month. As explained in the commercials, Prime Motor Group features a new sales process where they give customers real market data from third parties like KBB, Edmunds and Autotrader to validate pricing and makes car buying faster and stress free.

Employing more than 1600 individuals and ranking as one of the largest and fastest growing automotive groups in the nation, Prime Motor Group currently represents 20 auto brands in 25 locations throughout suburban Boston, the South Shore, Cape Cod, southern New Hampshire and southern Maine.

David Rosenberg has been involved in the auto industry since he was 8 years old, clearing snow from the windshields of vehicles on a used car lot owned by his father, auto industry legend Ira Rosenberg. The senior Mr. Rosenberg remains actively involved in Prime's Maine dealerships and continues to act as their spokesman in that market.

For more information on Prime Motor Group, visit Drive Prime.