With the launch of the company’s “No Surprises” initiative, TrueCar Certified Dealers must now share “upfront information” on any non-governmental fees in the transaction — like document fees — as well as the costs for any accessories they add on to the vehicle.

These fees and costs must now go alongside the Guarantee Savings off MSRP and are disclosed early in the process, the company said Wednesday.

This initiative, TrueCar says, “reflects the mutual commitment of TrueCar and Certified Dealers to transparency at every stage of the car-buying process,” and the company suggests that putting all this info out there from the get-go can cut the stress for shoppers. 

“We here at TrueCar believe that truth and transparency are a more profitable way of doing business, and those ideals served as the impetus behind our decision to implement the No Surprises initiative,” said Scott Painter, founder and chief executive officer of TrueCar. “This increased level of transparency is going to have a positive impact for both buyers and sellers and is a giant step toward delivering a truly hassle-free car buying experience.”

TrueCar also emphasized that the initiative gives dealers a level playing field; with fees upfront, consumers can “make an apples-to-apples comparison.”

Andrew DiFeo — the general manager of Hyundai of St. Augustine, a TrueCar Certified Dealer located near Jacksonville, Fla. — reiterated some of those points, sharing how transparency can help build a better buyer-seller relationship.

"Being transparent and straightforward with regard to dealer fees ultimately helps to provide customers with the best car buying experience," he said in Wednesday’s announcement.  "Disclosing more information throughout the purchase process — and providing our fees earlier on — can foster great customer relationships and build trust."

TrueCar president John Krafcik added: “We're narrowing the trust gap between dealers and consumers. As a result, TrueCar users now represent over 3.5 percent of all new vehicle sales in the U.S., and dealers are finding a stronger customer base that's ready to buy. While the No Surprises initiative has just begun, we are already seeing it as a win-win for dealers and buyers."

The company announced last month that its TrueCar Certified Dealer network now has more than 9,000 active dealer partners, including 8,000 franchised dealers and close to 1,000 independents.

And on Tuesday, TrueCar said this network has surpassed 1.5 million vehicle sales to TrueCar users, with more than half-a-million in the past 12 months.

"Consumers expect price transparency in today's car-buying environment, and that's exactly what TrueCar provides," Krafcik said in Tuesday’s announcement regarding the sales milestone. "Car buyers and TrueCar Certified Dealers are on the same page, they avoid miscommunication thanks to Guaranteed Savings off MSRP and, importantly, our dealer-partners are able to ensure a delightful car-buying experience for the consumer."

And it appears the company is moving even further toward promoting that transparency with Wednesday’s move.