Myth Busting, from F&I Showroom.
The AFIP’s executive director wasn’t surprised to learn that dealers are once again upset at TrueCar, especially since the firm’s marketing still plays on perceptions that are simply not true.
I wasn’t surprised to learn that 117 dealer litigants are challenging the TrueCar concept. Yes, the company has changed its ways since dealers revolted three years ago, but the lead generator, at least from my view, continues to perpetuate and capitalize on negative perceptions of the car-buying process that are more myth than fact.
The problem I have is it perpetuates these myths for the purpose of telling shoppers what other people are paying for similar vehicles and, by inference, that TrueCar dealers are more righteous than others. And that’s why a little fact-based myth busting is in order.
Myth 1: The vehicle price-negotiation process is a Machiavellian scheme cooked up by car dealers to take advantage of hapless consumers.