I was listening to my favorite radio station when TrueCar commercial came on and they were claiming to be consumer's best friend when it comes to buying a car. The ad said something like: We know what people paid for your car in your area so we will tell you the price you should pay, and so on...

Let me clarify how TrueCar, and other sites like it operate. When I managed a car dealership I would log into my TrueCar portal and set up pricing that I want to show shoppers on my vehicles, TrueCar would tell me if my price was great, good, or fair but ultimately the decision was mine and I priced cars in the way that would make sense for my dealership and my bottom line. TrueCar would get paid commission for each car we sold through them much like any of my salespeople that worked. Continue reading