Things You Must Know
First, you should be aware that a technical service bulletin is different from a recall notice. Technical service bulletins typically don't involve the most vital parts of your car like brakes or steering, and therefore only cover cars still under warranty. If your car is out of warranty, you may be out of luck, period.
Second, you should be aware that the dealership and car company don't think they should have to pay for your trouble, even though it's their fault that your time and money is being wasted.
First Step: Make Your Feelings Known
Don't be rude, don't be shy, but let the car dealer know exactly how you feel about the trouble and inconvenience you have experienced. If your salesperson is still at the dealership, go to him or her directly and express your concerns. And let them know that it's a huge bother to you to not have a car. When you lodge a complaint you should have in mind an idea of how you would like the matter to be addressed or resolved. This is the time to mention that you think you shouldn't have to pay for a rental.
Above all, do this POLITELY. Quiet insistence is much better than loud, obnoxious behavior when you're trying to get things done. If you seem reasonable, the dealer is more likely to be reasonable with you.
Second Step: Ask For a Rental Car
Once the salesperson or dealer is nodding agreement with what you're saying (the nodding is important!!) you should ask if they have a loaner car that they typically hold for people who are having their cars repaired. If they say yes (and they probably will), say, "I'd like to have use of that car. It would go a very long way toward making me happy."
They may or may not say yes at this point. If they argue with you, go to the next step.
Third Step: Get Serious
Here's where your past with this car dealership may make a difference. Remind them of how much money you've spent here, that you've come here faithfully, and you think that they owe you at least the courtesy of helping you out now when you have a problem. Most dealers, reminded that you are a loyal customer, will loan you a car.
But if you don't particularly show loyalty to the dealership, this last step is much harder. Let the car dealer know that you are prepared to let others know about the problems you've had here. You may talk about the state attorney's office lemon law statutes, write to a problem-solving column in your local newspaper, or contact the manufacturer directly about the problem. If they don't respond to this, you have two choices: give it up, or take them to small claims court.
If it is the manufacturer's fault that you have a faulty car, you can sue them in small claims court for reimbursement of your car rental expenses. In most cases, the manufacturer won't fight it; who wants the publicity of being sued by a customer because of unfair treatment? If you're willing to put the time into a small claims case, you will probably win. And the dealer and manufacturer may think twice the next time they deny someone a loaner car.