Company: TRUE
Filing Date: 2025-02-20
Form Type: 10-K
Source: 0001327318-25-000006
Chunk: 52

Company: TrueCar, Inc.
Filing Date: 2025-02-20
Form: 10-K
Item: Item 1
Chunk 52
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 method of reaching consumers and pay TrueCar for delivering this service on a fee per redeemed incentive.

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Marketing Solutions. In addition to running targeted incentive offers through our affinity network, OEMs can also advertise through TrueCar to reach consumers at any point in their shopping journey through integrated onsite display content and off-site retargeting across various channels, including email, display ads, social media and search engines. 

Affinity Partners

We currently power the auto buying programs for more than 250 affinity group marketing partners that include some of the nation’s largest brands and membership-based organizations. Our affinity group partner network is an important part of our business and enables TrueCar Certified Dealers to increase their exposure to car shoppers. 

TrueCar+

TrueCar+ represents the first and only automotive marketplace that enables consumers to purchase a new, used or certified pre-owned vehicle entirely online without having to visit the dealership. For consumers, TrueCar+ offers the convenience and flexibility of shopping thousands of eligible vehicles and completing all of the car-buying steps, from selecting finance and insurance products, securing competitive financing, receiving a binding value on their trade-in, and executing a retail installment contract, from their home. For dealers, TrueCar+ represents the first and only digital retailing solution that allows them to reach consumers far outside their addressable market while growing their bottom line through sales efficiencies and enhanced pricing power. In July of 2024, we launched the beta version of TrueCar+ in California and have continued to evolve the product with the goal of commercializing it more broadly in the future.

Sales and Marketing

Consumer marketing

We reach consumers through the TrueCar website and the branded mobile applications and websites we maintain for our affinity group marketing partners. Our marketing is focused on building the TrueCar brand. The key tenets of our brand are providing transparent market price information and enhancing the car-buying experience for both consumers and dealers. We focus most of our marketing spend on digital media, such as search engine marketing, social network and connected TV. Our consumer brand awareness efforts are aided by the fact that we are quoted in various media outlets from time to time as a recognized industry authority on automotive retail and online data forecasting.

We also support initiatives for our affinity group marketing partners. These initiatives are designed to promote awareness of the organizations’ car-buying programs among their memberships through a variety of media, including email, online advertising, Internet search engine marketing, social media, connected TV, direct mail, and print.

Dealer engagement and industry relations

Our dealer solutions team is responsible for