TrueCar has outlined a number of policy revisions designed to improve relationships with dealers.
The company is attempting to move away from its sole focus as a consumer advocate, with a price-driven shopping tool that had caused friction with many dealers.
Prices curves will now be based on local data from a smaller geographical area, rather than comparing prices on a regional basis. The previous system had pressured dealers to compete with rivals outside their home market.
Consumers will be forced to submit their contact information before viewing pricing, providing leads to dealers before the consumer has even looked at pricing data. The TrueCar interface also eliminates a tool that compared estimated prices from rival dealers, and sellers can now add “why buy from me” messages.
The company is switching to a VIN-based inventory of specific vehicles, rather than comparing pricing for generic vehicles that may not reflect dealer inventory. The previous system sometimes caused “difficulty” when buyers arrived at a showroom.
“We’re cleaning up our consumer-facing advertising and website language by creating more balanced messaging that positions dealers in a positive light,” said TrueCar’s new CEO, Chip Perry, in a message to dealers. “Over the past decade, TrueCar has been successful in attracting car buyers, but its overall approach has alienated many dealers across the country.”
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