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BBB Warning: Consumers

BBB Warning: Consumers Report Less than Superior Experience with UTV Company 

November 20, 2020 – Tyler, TX – Better Business Bureau serving Central East Texas (BBB) is issuing an alert about a Tyler-based utility terrain vehicle (UTV) company. Since September, BBB has received 29 unaddressed complaints from consumers in 19 states of Alabama, Arizona, California, Illinois, Kentucky, Louisiana, Massachusetts, Minnesota. Mississippi, Nevada, North Carolina, Ohio, Oregon, Pennsylvania, South Carolina, Tennessee, Texas, Virginia, and Washington. Consumers report receiving damaged products or receiving no goods at all. Consumers also claim not to receive a response when they attempt to contact the company. To date, complaint values total more than $18,000. 

Superior UTV, owned by Mr. Jeremy Bratcher, is an online company that sells UTV parts and accessories. The company also claims affiliation with another UTV company named Cherokee Forge, also located in Tyler. Both companies appear on an empty lot. 

Superior UTV currently has an ‘F’ rating, the lowest rating on BBB’s scale. 

“As many of us have increased our online shopping habits during the pandemic,” Mechele Agbayani Mills, President, and CEO of BBB Serving Central East Texas, said, “It’s more important than ever to research companies before providing payment information.” 

BBB offers the following tips for consumers shopping online: 

Do your homework. In addition to checking with friends, family, and neighbors for recommendations, make sure you go to to check out a company’s track record, including verified customer reviews and history of complaints.

Check a site’s security settings. If the site is secure, its URL (web address) should start with https:// and include a lock icon on the purchase or shopping cart page.

Shop savvy. When shopping online, take your time and read the fine print before submitting your order. Look for a return policy; although you can return many online items for a full refund, some may have restocking fees. Know before you buy.

Protect personal information. Read a site’s privacy policy and understand what personal data is requested and how it uses it. If a site doesn’t have a privacy policy, you have no way of knowing what they will do with your personal information.

Shop with a credit card or use PayPal. In case of a fraudulent transaction, a credit card or PayPal provide additional protections and allows you to dispute any unauthorized charges. Debit cards, prepaid cards, or gift cards don’t have the same protections as a credit card.

Keep documentation of your order. Save a copy of the confirmation page or email confirmation until you receive the item and are satisfied.

Keep a clean computer. Being on unfamiliar sites can lead to malware or viruses downloaded on to your computer. Make sure you have the most up to date firewall, anti-virus, and anti-spyware software. Check for and install the latest updates and run virus scans regularly on your computer, tablet, and smartphone. 

For more tips on how to be a savvy consumer, go to To report fraudulent activity or unscrupulous business practices, call the BBB at 903-581-5704 or notify it via BBB ScamTracker. 

BBB serving Central East Texas fosters a trustworthy marketplace by maintaining truthful advertising standards and investigating and exposing fraud against consumers and businesses. Please go to or call 903-581-5704 24 hours a day for information on companies throughout North America. To report a fraud or scam, go to BBB Scam Tracker.