A new bike is a new bike, even if it's an older model... so in that regard, it seems that you did get what you paid for. That aside, did they actually advertise the bike to you as a 2010 model? Or did they simply say that it was "new"? If they said that it was indeed a 2010 model and it actually is not, then take it back, [politely] demand a refund and take your business elsewhere. If neither the shop sales guy nor yourself made mention of the model year, then it's kind of a Caveat Emptor situation and I don't feel you'd have much recourse other than to appeal to their sense of kindness for some sort of fair deal; and consider it a lesson learned (do your homework before parting with your money) if they don't oblige.