The Untold Story Of Mike Rezi Nissan: 5 Shocking Controversies, Business Secrets, And The Dealer Of Excellence Award

As of December 15, 2025, the name Mike Rezi is synonymous with a powerful, yet polarizing, presence in the Southeastern United States automotive industry. Rezi, the owner of Mike Rezi Nissan Atlanta, has cultivated a reputation built on both prestigious industry awards, like the coveted Dealer of Excellence, and a significant volume of customer complaints detailing alleged hidden fees and misleading sales tactics. This duality makes the dealership a constant subject of discussion among car buyers and industry analysts alike. The story of Michael Rezi is one of ambitious expansion and a self-professed "different" business model that he claims sets his operations apart from traditional dealerships. However, a deep dive into the business reveals a complex landscape where innovative strategies meet sharp criticism, particularly concerning pricing transparency and add-on sales. This article provides the most up-to-date look at the man, his business philosophy, the controversies, and the latest news surrounding the Mike Rezi Nissan empire.

Michael Rezi: A Snapshot Biography and Career Timeline

The figure behind the Mike Rezi Nissan brand, Michael Rezi, has a career trajectory that spans multiple states and a commitment to the automotive retail space. While specific personal details like his exact date of birth and educational history are not publicly disclosed, his professional footprint is well-documented across the Southeast.

• Full Name: Michael Rezi
• Estimated Age: Approximately 43 years old (as of late 2025)
• Key Roles: Owner of Mike Rezi Nissan Atlanta and Owner of Nissan of Cookeville (Cookeville, TN)
• Past Residences: Cookeville, TN; Miami, FL; and Atlanta, GA
• Career Start: Developed his "different" business philosophy after working at other dealerships, which he felt were not operating efficiently or ethically.
• Cookeville Nissan Acquisition: Became the owner of Cookeville Nissan in 2012.
• Community Involvement: Founder Partner of the movement to Preserve Downtown Cookeville, highlighting a commitment to local community development.
• Major Recognition: Mike Rezi Nissan Atlanta has been honored with the prestigious Nissan Dealer of Excellence recognition for four years.

The Mike Rezi Business Philosophy: Innovation vs. Customer Experience

Michael Rezi has been featured in industry publications like *Automotive News* and *Digital Dealer* for his unique approach to the car business. His philosophy is rooted in a desire to "do things differently" than the traditional, high-pressure dealership model he experienced earlier in his career. This approach has been widely credited for the success of his dealerships, leading to significant sales volume and the highly-regarded Dealer of Excellence award, which recognizes top-performing Nissan dealerships for outstanding customer satisfaction, sales performance, and operational excellence. The core of Rezi's strategy, as discussed in interviews, involves shifting the culture within the dealership to be more efficient and customer-focused, in theory. The Mike Rezi Nissan Atlanta dealership proudly serves a diverse range of areas, including Sandy Springs, Roswell, Marietta, Alpharetta, and Smyrna, positioning itself as a key automotive partner in the Atlanta metropolitan area. They offer a wide selection of new and expertly inspected used cars, aiming to be a trusted source for Nissan vehicles. However, the "different" approach has not shielded the business from intense scrutiny. The very success and high-volume operations have brought to light significant, recurring issues concerning customer transparency, particularly in the financial aspects of a sale.

Controversies and Customer Complaints: The Hidden Cost of Car Buying

Despite the accolades, a significant part of the Mike Rezi Nissan narrative involves a steady stream of serious customer complaints filed with organizations like the Better Business Bureau (BBB). These complaints often center on a few critical issues that directly contradict the image of a transparent, customer-first dealership.

1. The Hidden Dealer Fee and E-Filing Charges

One of the most frequent and severe complaints involves a lack of transparency regarding final pricing. Customers allege they were "cheated" by false information and lies about the advertised price on the website. Specifically, the addition of a substantial, non-negotiable Dealer Fee of $899 and an E-Filing Fee is often cited as a surprise charge added late in the sales process. This practice of adding mandatory, undisclosed fees is a major source of consumer frustration and legal scrutiny in the auto industry.

2. The Warranty and Service Plan Nightmare

Another major point of contention is the sale of extended warranties and service plans that customers later claim are not honored. In one highly-cited instance, a customer alleged they were sold a service plan that was unusable because the dealership's service station did not service their vehicle (a Jeep), and the warranty itself did not cover the expected services. This issue highlights a breakdown in communication and a potentially aggressive sales strategy for add-on products.

3. The Nissan Z Proto Spec Markup Incident

In a separate, high-profile incident that captured the attention of automotive enthusiasts, Mike Rezi Nissan was flagged for listing a highly sought-after Nissan Z Proto Spec for an absurd markup of $79,000 on popular car sales websites. While markups on limited-edition vehicles are common, this extreme pricing fueled public debate and negative sentiment regarding the dealership's pricing ethics on rare models.

4. Dealing with Fraud and Security Incidents

In January 2023, the dealership was thrust into the local news spotlight when Doraville police had to respond to a call regarding a man suspected of using fraudulent means to obtain a spare key for a stolen Audi. This incident, while not directly involving the dealership's sales practices, highlights the operational and security challenges faced by high-volume dealerships in major metropolitan areas like Atlanta.

The Takeaway: Navigating the Complex Legacy of Mike Rezi Nissan

The Mike Rezi Nissan brand, particularly the Atlanta dealership, presents a fascinating case study in modern automotive retail. On one hand, the business has achieved significant operational success, demonstrated by its multi-year run as a Nissan Dealer of Excellence. This recognition indicates a high standard in core areas like customer service and sales volume, suggesting many customers have had positive experiences. On the other hand, the persistent and specific nature of the Better Business Bureau complaints—centering on undisclosed fees, misleading pricing, and non-honored warranties—suggests significant pitfalls in the sales process for a segment of their clientele. For potential buyers, the lesson is clear: while the dealership is a high-volume operation with official Nissan recognition, extreme diligence is necessary. The latest updates for 2025 continue to show the dealership as a highly active player in the Atlanta market, offering new models like the 2025 Volkswagen Taos alongside a full Nissan inventory. The key for any customer is to scrutinize the final purchase agreement for the infamous $899 Dealer Fee, E-Filing fees, and the terms of any sold warranties to ensure the final price matches the advertised expectation. Michael Rezi's business philosophy is built on doing things differently, but for the consumer, that difference requires careful attention to the fine print.