In what the company president and chief executive officer Scott Painter says came as a result of “listening and learning” from customers and the industry, TrueCar Inc., revealed Monday a new print and TV ad campaign as well as some newly designed offerings to create a "no-hassle" environment for consumers and dealers.
The TV spots for the company’s new “Smart Consumer” ad campaign, developed by DW+H in Santa Monica, Calif., are designed to reflect TrueCar’s “institutional obligation to provide the most accurate, comprehensive and insightful data ever published about automotive transactions,” says Painter.
“It’s about fairness for both buyers and sellers,” says Painter. “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 company is stressing the positive relationship between consumer and dealer in part because the industry expressed concern that the company’s first TV ads released this same time last year focused too heavily on discounted prices.
Commenting on this issue, Painter said, “We never intended for TrueCar Certified Dealers to become associated with heavy discounting. 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.”
New Tools for Dealers & Manufacturers
On top of the new ad campaign, the company also recently announced a new suite of market-based analytical tools that it says “will provide dealers and manufacturers the ability to leverage the power of transactional data as they tap into the science of pricing to gain customer trust while retaining margin.”
Painter went on to call the new tools a “fundamental shift in how dealers set prices.”
“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,” says 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.”
Some of these new company features announced over the span of the last year, include a modified dealer agreement, an overhauled dealer portal and reduced sales reporting data from dealers, to name a few
For more information, see www.truecar.com/dealer.