Inconsistent usage of upper/lower case for "dealership"

[Fenrikur]

We currently have some inconsistencies in whether or not we upper-case the term "dealership" as noted on #52 and #50.

Suggestion would be to either use the upper case version only in headings (title case) and consistently use either only upper or only lower case throughout the rest of our texts.

@Corborax could you provide some input on which you would prefer?