One of the most important and expensive purchases consumers make is a car, and the process is often fraught with confusion and fear. TrueCar aims to eliminate that by gathering market data and showing buyers what they can expect to spend on average for vehicles in their area, based on what others have paid; it also has a network of certified dealers who “offer a hassle-free car-buying experience.” The model is somewhat different from other price-comparison sites for car buyers, as The Economist outlined earlier this year.
A new TV ad opens by saying “Let’s talk truth,” noting that “Buying a car can be overwhelming” and is “a process filled with anxiety.” TrueCar emphasizes that it’s committed to openness, fairness and a better car-buying spirit, delivering the message that all deals and transactions are transparent. It induces confidence in the consumer, especially the promise to eliminate the fear of haggling. As Scott Painter, TrueCar’s CEO, said in a release, “Nobody wants to be a sucker and overpay.”