That's not Fire Chief - it's a knockoff. It's not even vaguely the right colours - it's missing the blue and orange bits and has the wrong stickers. Have a look on this page for the look of the real (and far more beautiful) toy:
http://www.tf-1.com/articles/jtf/gua..._template.html
The knockoff-selling guy's auction description reads, "This is not a reissue or Knockoff. As proof i have included the picture showing his rub symbol on the back to show hes a legit G1 transformer."
What's even funnier about that is that the real Fire Chief doesn't actually have a rubsign.