I'm not ok with it. It's using someone else's business name, brand and PR to drive your own business. Change that to another dealership doing the same thing and I think you'd see the outrage and compete on a different level...
From the OEM standpoint, dealership brand names offer a group of keywords that would return a high level of traffic. After investing millions into web platform development, especially serving higher funnel customers, I'd do the same thing in their shoes. Last time I checked dealerships are still doing a horrific job serving the needs of people actually "thinking about it." We understand that as a reflex objection and try to drag them to the transaction phase because that's what we know. As an OEM I'd do this over and over and worry about the dealer complaints later, if they ever come.