ASPEN, Colo. -- An Aspen man who took his frustration with a new car dealer to the public is being sued by the dealer after the man mounted a protest campaign.

Seth J. Turok bought a $40,000 Audi A6 from Elk Mountain Motors in 2000 and said he has had problems with the car ever since. When he didn't get satisfaction from the dealer, he attached signs to his car saying "Friends don't let friends shop at Elk Mtn Motors."

Now, the dealership has filed a libel and slander suit against Turok, claiming he has "verbally communicated to the general public that dishonesty or fraud is a characteristic of Elk Mountain."

The company also asked for attorney fees and court costs.

Despite the lawsuit, Turok said he would continue to display the signs as a public service to the community.

"I've had a rather disappointing ownership experience and I've given the local dealer and Audi North America both the opportunity to remedy the situation," he told the Aspen Daily News. "And I have been unsuccessful seeking recourse ... I've been a member of this community for some time and really don't think members of the community need to suffer the same consequences that I did."