Flair, 58, filed a lawsuit against Stivers Automotive of Columbia Inc. in South Carolina last week claiming the car dealer used his name, likeness and slogans in radio and television commercials featuring a character named "Captain Freedom" without his permission, The State newspaper reported Tuesday.
Nicknamed "Nature Boy," Flair delights in bellowing, "Woooooo!" and "To be the man, you gotta beat the man!" into microphones. The commercials used similar slogans.
The suit, filed in U.S. District Court in Columbia, seeks actual and punitive damages of more than $75,000 from the owner of the Freedom Suzuki dealership, the newspaper said.
The 6-foot-1, 230 pound wrestler's real name is Richard Fliehr.