Slightly similar situation--a friend bought a brand new truck, which he had requested that there be no dealer identification on the back. He forgot to check it before leaving the lot--and when he got home, he discovered a dealer badge on the tailgate--one that had holes drilled in the sheet metal of the tailgate to attach it! He went back less than 20 minutes later, furious, and insisted that he be given a new truck. They wouldn't do it--although they did acknowledge that he had requested no dealer ID. The best they were willing to do was they offered to switch tailgates with another truck (same model and color) that had just arrived from the factory and which had not been drilled yet. He turned them down, and instead talked to a few different lawyers--all of which told him the same thing: There's no way he's going to get a new truck out of it, his only options are to accept their tailgate switch offer, or he can spend more money on lawyers and he may instead get the dealership to pay for a from-the-factory replacement tailgate, which would be no better than the one he's currently being offered but which would cost him the lawyer fees.
He went back to the dealer and learned that the tailgate swap offer was still good--but that they no longer had any identical tailgates without badges on the lot. Two weeks later, they did get one--and he accepted the swap.
Moral--This guy couldn't get a new vehicle, and the dealer had actually physically DAMAGED it. I therefore can't see how your friend is going to have any success.