TrueCar (TRUE) is an online guide for consumers about the fairness of prices they get at auto dealerships. The company has hooks into auto dealerships software systems and can show consumers what prices have been paid locally for the cars they are interested in. TrueCar was the first player in the market with this type of product although it has now been copied by many others including Edmunds, Kelly Blue Book, Cars.com, NADAguides, Carsdirect.com, Cargurus, Invoice-pricing.com, and others.
TrueCar’s revenue comes from no-haggle coupons it issues to consumers to purchase