Company: TRUE
Filing Date: 2025-02-20
Form Type: 10-K
Source: 0001327318-25-000006
Chunk: 46

Company: TrueCar, Inc.
Filing Date: 2025-02-20
Form: 10-K
Item: Item 1
Chunk 46
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 co-branded auto buying platforms we host for over 250 affinity partners, we are capable of powering targeted incentive programs on behalf of OEMs. Strategically providing vehicle discounts and incentives in order to capture a greater share of new-vehicle shoppers is a challenge faced by many OEMs. While broad-based discounts can cannibalize revenue and negatively impact the residual value of vehicles collateralizing loans and leases financed by OEMs, our Private Targeted Offers empower OEMs to offer cash-rebate incentives exclusively to members of our affinity partner network. 

In addition, through our advertising products powered by our rich proprietary data and integrated marketing technology stack, we allow OEMs to dynamically reach consumers early in the consideration cycle and offer them a cost-effective channel for their digital marketing spend. We deploy these strategies through proprietary analytics that measure and respond to consumer behavior in a digital marketplace context.

Affinity Partners

Leveraging the power of partnership is key to our business model and our ability to create differentiation in a highly-competitive market. To that end, we have grown to become the exclusive auto-buying partner to over 250 membership organizations and consumer brands for whom TrueCar powers white-labeled and co-branded car-buying websites that provide their members with the same personalized digital car shopping experience as TrueCar’s branded platform along with exclusive OEM incentives and other member-only benefits. These affinity partners span multiple verticals including (1) financial institutions, such as Navy Federal Credit Union, who derive value from the partnership through incremental auto loan originations, (2) membership organizations, such as Sam’s Club, that rely on the program to support member retention and loyalty, (3) insurance providers, such as Progressive Insurance, that seek to provide their policyholders with a quick and seamless vehicle replacement solution when they need it most, (4) automotive publishers, such as Car and Driver, that are able to integrate real-time vehicle listings and pricing into their content, and (5) employee benefits platforms, such as NextJump, that leverage our seamless car-buying experience and exclusive incentives to grow their network of participating employers seeking to provide modern benefits that drive employee satisfaction. Meanwhile, each affinity 

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Table of Contents

partner in our network provides TrueCar with a unique audience of prospective car buyers that we can market to and convert into high-value leads for our Certified Dealers.

Products & Services

Consumers

The following are key elements of our core leads-based consumer experience:

Shop

Research & Discovery. We provide information to consumers in the form of verified owner ratings and reviews