The transformation of TrueCar continues.

The company, which went private earlier this year and is now led by returning founder and CEO Scott Painter, said Tuesday it has updated its dealer program standards with a new framework — it’s one the company says emphasizes pricing transparency, strengthens accountability throughout the marketplace and promotes a level playing field for dealers.

These updates are designed to “help its network of automotive retailers sell vehicles faster while protecting gross margins,” TrueCar said.

“Everything we’re doing with these updated terms is in service of the dealer’s primary objective, which is selling cars,” Painter said in a news release.

“When pricing is credible and the rules are consistent, customers show up ready to buy and dealers can move inventory faster without giving away their margin,” he said. “TrueCar is introducing exactly what the auto retail space needs: a marketplace that actually helps dealers sell cars.”

Participating dealers can share individualized offers, with lower prices than lowest publicly advertised prices, to TrueCar shoppers. This level of transparency can lead to greater sales velocity, the company says.

“By presenting credible offers up front, dealers can engage customers earlier in the buying process and convert leads into sales more quickly,” TrueCar said in the release. “TrueCar data consistently shows that when shoppers trust the pricing and know the dealer will honor the offer, they arrive at the dealership ready to purchase, significantly increasing close rates and reducing time spent negotiating.”

There are also stronger transparency requirements in the new program. Part of that is a regular sales verification file that originates from the individual store’s DMS. This allows TrueCar to confirm the time and price of a sale, which can help gauge the platform’s performance.

Roughly half of its network of dealer partners are already doing this, TrueCar said.

The company said the new rules, “ensure that all participating dealers operate under the same expectations, eliminating misleading pricing practices and preventing a race to the bottom on advertised prices.”

TrueCar said it plans to work closely with its dealer network in coming months to facilitate a smooth transition to these standards.