Don't worry... it's unsold, brand new. The person that reserved it can say, "Where did all these scratches come from? I think you should fix this before I buy a brand new car. " The same goes down in the South for hail damage and dents... the buyer has the last word. The dealer's betting the buyer won't mind a few scratches... and in most cases after waiting 12-18 months they're right.
That said, I don't know if the amount of force they used was truly excessive... the ice itself won't scratch a whole lot, especially if the iced parts are waxed. More risk from the tool after it's gotten through the ice, and owners up that far would just be repeating the de-icing within a week after taking the car home. And if the ice doesn't get it, the road salt, dirt, soot and other general crap will do a number on the finish unless the owner treats their new baby to a full wax every week.
They beat up their Smarts to remove the ice!
That poor little smart. We got some snow/ice in NY and I was SO careful when I was removing it from the car. That was just, as you said, abuse!
There are better ways to do that. I like to keep some anti-freeze windshield wash in a spray bottle that I keep inside and warm till it is needed. I spray the windows with it. The warmth keeps break up the ice and the anti-freeze keeps it (usually) from freezing again. 
Linear Mode
