FI showroom red and grey logo
MenuMENU
SearchSEARCH

TrueCar Continues Corporate Evolution

The auto information site debuted a new print and TV ad that highlights 'a transformation of the company’s culture.’ Officials say the company’s makeover is the result of its work with its dealer council.

by Staff
November 19, 2012
3 min to read


SANTA MONICA, Calif. — TrueCar Inc., which publishes new- and used-car pricing information, trends and forecasts, debuted its “Smart Consumer” print and TV ad campaign this week. It highlights a new consumer experience developed in cooperation with the TrueCar Dealer Council and auto industry experts.

The campaign is a result of “a transformation in the company’s culture brought about by our listening and learning,” said TrueCar President and CEO Scott Painter.

Ad Loading...

“It’s about fairness for both buyers and sellers,” he added. “TrueCar delivers clear data for auto dealers to supply a fair deal, and consumers receive similar pricing data that empowers and educates. The result creates a balanced process and a trust-based buying experience, between the consumer and dealer, which is precisely the message relayed by our new ads and our website.”

The $7.7 million campaign, developed by DW+H in Santa Monica, Calif., includes multiple formats. The campaign is designed to position TrueCar as a national brand and is being delivered in all U.S. media markets simultaneously. The TV spots, with fast-cut driving sequences and computer-generated graphics, are designed to reflect what Painter said is TrueCar’s “Institutional obligation to provide the most accurate, comprehensive and insightful data ever published about automotive transactions.”

TrueCar’s first foray into the TV ad arena was November 2011. While the ads were well-received by consumers, it caused genuine concern among dealers and manufacturers due to the focus on discounted prices. “We never intended for TrueCar Certified Dealers to become associated with heavy discounting,” said Painter. “TrueCar does not sell cars, nor do we set prices; we provide market-based information that helps buyers and sellers to recognize a fair price.”

In conjunction with the newly developed web experience and consumer advertising campaign, TrueCar has developed a suite of market-based analytical tools that will provide dealers and manufacturers with the ability to leverage the power of transactional data as they tap into the science of pricing to gain customer trust while retaining margin. “This is a fundamental shift in how dealers set prices that can result in a win-win,” says Painter.

Beginning in early 2012, a TrueCar Dealer Council of industry specialists was formed to offer insights and expertise. The result was an overhaul of consumer-facing products and services at TrueCar.com, which shifted the way dealers interact with the site, and a new crop of experienced auto experts was added to the management team. Painter and company then previewed their new ads for auto dealers, automakers and industry insiders, taking all the input and modifying the final cut.

Ad Loading...

TrueCar was founded in 2005 and began making a profit by 2009. The TrueCar Dealer Network currently consists of more than 5,200 certified dealers nationally. Certified dealer levels reached more than 5,700 before the 2011 ad campaign and went as low as 3,200 by March 2012.

During the past seven years, TrueCar has also developed relationships with 350 affinity and employer partners (including USAA, American Express and multiple credit unions), helping their members, customers and employees receive a positive car-buying experience from TrueCar Certified Dealers.

“Everybody intuitively understands how powerful this information can be, and as a result of consumer relevance, we had to invest heavily in making TrueCar more balanced,” said Painter. “The idea of ‘leveling the playing field’ must be sustainable for both parties and TrueCar had to learn that lesson the hard way over the past year. The industry demanded balance, we listened and the new TrueCar results in fairness for everyone and confidence that nobody will be making a mistake on such an important decision.”

 

 

More F&I

Man holding magnifying glass over sales volume paper.
F&IMay 29, 2026

Why Your F&I PVR Is Misleading You

Here’s a handy checklist of the numbers to track in 2026 instead.

Read More →
Photo of woman typing on a laptop as she sits on a couch
F&Iby Hannah MitchellMay 29, 2026

Auto Consumer Anxiety Presents Opportunity

A survey of U.S. drivers found the majority are concerned about finances and the economy, but those fears make many ready to buy vehicle-protection products.

Read More →
Dustin Gingerich standing on stage giving a presentation
F&Iby Lauren LawrenceMay 28, 2026

Humble and Hungry: 12 Rules for an F&I Life

Dustin Gingerich, with a decade in the F&I business under his belt, shares his thoughts on leadership, building trust with customers, and the importance of learning and innovation.

Read More →
Ad Loading...
Photo of businessman's hands resting on files on a desk
F&Iby John TabarMay 27, 2026

Focus on the Opening

F&I managers must learn as much as possible about their customers, starting before they walk into their offices. The bulk of today’s consumers expect that, and good results will follow.

Read More →
Photo of a three-seat vehicle back seat
F&Iby Hannah MitchellMay 22, 2026

F&I Reaches for the Sky

The increasingly important profit center continued making gains in the first quarter, according to StoneEagle data, ancillary products proving more popular as consumers hold onto their buys longer.

Read More →
Cover image for a BOK Financial report titled “Timing the market: How avoiding volatility entirely can hurt long-term reinsurance program performance.” The image shows several road construction barricades with flashing amber warning lights lined up in a nighttime work zone. Beneath the image, red text explains that avoiding volatility can mean falling behind inflation and missing market rebounds that drive long-term surplus growth. The BOK Financial logo appears at the bottom right.
SponsoredMay 8, 2026

Timing the Market Can Hurt Long-Term Program Performance

For dealer-owned reinsurance entities, avoiding volatility entirely can mean falling behind inflation and missing market rebounds that drive long term surplus growth. Missing just a handful of strong market days can materially impact cumulative returns—an important reminder for long horizon trust and investment strategies.

Read More →
Ad Loading...
Ryan Ruff, The 90/10 Rule, Automotive Training Academy, Sales Series
F&IMay 6, 2026

The 90/10 Rule

In this video, Ryan Ruff explains the rule that elite sales professionals use to turn ordinary conversations into unforgettable customer experiences.

Read More →
Photo of essential oil diffuser on desk next to laptop
F&IMay 4, 2026

Your Office Is Talking

What’s the atmosphere saying about you to your customers? You can make minor adjustments and additions that transform your space into one that creates trust with the people on the other side of the desk.

Read More →
"Effective training ensures the customer’s needs remain at the heart of everything we do. When that is the focus, both sales and profits naturally improve." by Rick McCormick with F&I and Showroom logo and picture of Rick McCormick
F&IMay 1, 2026

F&I Training Fundamentals

How can auto dealerships help F&I managers fulfill their vital role in the most effective ways? Industry expert Rick McCormick shares his insights on the best ways to train these professionals and help them maintain good habits.

Read More →
Ad Loading...
Photo of car tire and the tread mark it left in snow
F&Iby Hannah MitchellApril 29, 2026

Not Just Any Tire Will Do

More consumers and businesses are opting for all-season options for various reasons as safety, sustainability and convenience push practical change.

Read More →