The Mafia doesn’t advertise on Television…or do they?

The commercial goes: ‘This is how car buying was always meant to be’…we get a cut of all the deals…in most cases more than the salesman gets!

What’s the difference between True Car and lead providers such as or Auto Trader: The claim of attribution. and Auto Trader give exposure to your inventory and charge the dealer for the opportunity. True Car basically puts a brown suited guy in front of your dealership to intercept the customers, decide the price and then escorts the customer into the dealership for $600 for new and $400 for used. The ultimate middle man or racketeer, however you decide to look at it.

True Car attributes the sale to their presence like a scalper in front of the stadium on game day. But, unlike the scalper, they decide on a fair market price, make the stadium accept it and then have the stadium also pay them for the transaction.

A $400 or $600 finder’s fee goes to True Car which cuts into the profit of an already slimmed down gross. The scalper gets their profit from the customer; True Car gets it from the dealer. Sounds brilliant, but these people are not your friend, they’ve insinuated themselves into the transaction much like the Mafia does in a protection racket.

Does the Mafia attribute the business that the protected dry cleaner gets? They’d like to think so, I’m sure. True Car has done them one better – they’re legit, they advertise on Television!


About dealerite

National affiliations of professionals who are engaged in changing the culture of the automobile retail business. Key focuses currently include Compliance, Behavioral Marketing and Phone Skills.
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