I had my own graphics design business. I always considered everyone a potential customer. If someone wanted me to do a job for them, and gave me 50% to cover materials, with the balance due on delivery, they were a buying customer. If someone simply wanted to see some ideas, they weren't a buying customer until they committed to an order. If they gave me $100 to work up some ideas, but decided not to go with any of them, they were a potential customer, but still not a buying customer. If I tried to take them to court and claim that because they gave me money for ideas, they now have to buy from me because I considered them a customer, that wouldn't fly.
To answer your question, if a dealership breaks their end of an agreement to refund a refundable deposit, that's a contract issue and would be covered by contract law. Consumer protection laws were put into place because of shady business practices; unethical, mis-leading, bait-and-switch, etc.
Putting money down for goods or services always includes terms to cover when and how the balance is due. That also includes a promise to deliver from whomever you contracted with. The contract terms would cover the details of that so it depends on the contract.
You putting down a deposit for a product that is in development and doesn't exist yet, doesn't bind the company or you to a final sales contract, until there's a final, legally sellable product which has been disclosed to you along with price and terms, and you've agreed to buy it under those terms and signed a purchase agreement to such. At that point, that agreement constitutes an order and starts the build process at the factory. Until you have reached that point, you're a potential customer but not a BUYING customer yet. There is a difference with regards to commitments and obligations. If you ask me to do a job for you, and I spend the money to produce that product for you, that's a binding agreement. If you didn't sign anything asking me to do that, and I went ahead and spent the money to produce it because I decided you were a customer, you're not obligated to buy it. There has to be a signed agreement that states what's being sold and what the terms are.
There's no point in continuing this. You have your understanding of what the law says with regards to commitments and obligations, and I have mine based on years of doing business in a service/production industry. Anybody who indicates interest in a product or service is a potential customer. If they put money down on something, the obligations depend on what it is, what's involved, and what the terms are to the deposit.