- TrueCar or True Car? - Automotive training expert and bestselling author weighs in on the the new automotive industry tool True...

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Comment by Chris Saraceno on January 5, 2012 at 10:43pm

Check out the 2nd most viewed video ever on dE with 1228 views! 

Comment by Keith Shetterly on December 30, 2011 at 1:30pm

@ Jeff:  Thanks.  So far, Jeff Kershner of Dealer Refresh, Jim Ziegler of Ziegler SuperSystems, Steve Findlay of Wards Auto, Ralph Paglia of ADM, etc. have raised the alert that this isn't a sales issue.  It's a systems issue.  Essentially, TrueCar's agenda, fully flowered, will make dealerships like this:   I really like Grant's video here; I really disagree with him about TrueCar--it's not a sales issue.  Widget?  Interesting $200million widget.  Hmm.

And I will agree with you 100% that we need to everything for the sales staff that you point out.

Comment by jeff weaver on December 30, 2011 at 1:24pm

Gentlemen....There has always been a "techno Gadget" that has either hurt or helped (perception) some industry out  there....I am sure the telephone and electricity did that too....Start recruiting and training better quality human beings....Provide a better work environment...AND YOU WILL NEVER BE AFRAID OF ANYTHING!!!!! Highly trained...Highly motivated...Well rewarded salespeople will overcome ANYTHING!!!!! They always have...they always will!!! STOP CRYING!!!!

Comment by jeff weaver on December 30, 2011 at 1:17pm

Good job G usual....u hit it right on the HEAD!!!! People looking outside of themselves to "Give themselves permission to FAIL"!!!! BS!!!!!

Comment by Keith Shetterly on December 26, 2011 at 4:00pm

@ Tom, we just see it differently, I guess.  I think this battle is key, and that it represents the first of many attempts to yoke this industry to someone's profit agenda using the consumers.  Remember, TrueCar wasn't something the consumers went and created--our reputation allowed and allows it.  THAT is the larger item to pursue, but right now TrueCar has its eye on the industry from A-to-Z.  I believe 100% that they are unnecessary.  They serve two masters, the consumer and the dealers.  And they are welcome to the heat from taking those two to the same prom, so to speak.

In the end, I agree there is a direction we are going that won't be stopped.  Modernization of dealerships is imperative, and not all will survive that transition--however, my goal is to stop a cataclysmic event that TrueCar wants and focus instead on driving us smartly to success in a future that has prosperity for many, not just survival for a few--and the latter is clearly TrueCar's agenda.


Comment by Tom Gorham on December 26, 2011 at 2:34pm

Keith, thank you for your response to my comment.  I understand everyone's concern about TrueCar and agree with the sentiments that have been expressed.  But I worry about a lot of things having to do with the direction our industry is moving. 

You've surely heard about winning battles but losing the war.  I fear that is what we are doing at this moment.  I would like to look beyond TrueCar and see what's waiting for us up ahead.  What's our value proposition for the future?  I fear that the more we hate and fight TrueCar and those that follow, the more the consumer will love them...

Comment by Tom Cole on December 23, 2011 at 5:02pm

It's True Cars billing policy combined with their unwillingness to recognize any prior Dealer/Customer relationship if it's outside of their 90 day window that is scary to me. They do not consider a service customer that was in for service last week as a sales contact. Therefore, if your customer submits a price request one day after a service appointment, then buys a vehicle from you, you will pay their fee. They do not accept it as an effort on the customer's part to make sure we are being fair with them, in Zag/True Car's opinion, it is their customer and a billable as well as payable lead. How many Dealers are signing checks for their own client base and how many of us are scrutinizing TrueCar invoices?

Comment by David T. Gould on December 23, 2011 at 4:50pm

This video is unfortunate Grant. You are an industry leader and have the responsibility to get better informed with this issue. This video shows your lack of understanding of the real issues at hand and speaks volumes on how you see the sales value proposition as the problem for salespeople. Your negative statement about salespeople spending a couple of hours to make a deal is mind numbing. I thought higher of you than that. Grant, I speak as I see it on this matter, others appear to be treating you with kid gloves because of your status. I believe you are an exceptionally strong personality and can use this jolt of dealer reality to put your attention on this matter long enough to consider the ramifications of your vastly overlooked TrueCar issues of dealership liability and salesperson viability. That is my pre-holiday rant and I am sticking to it. 

Only the Happiest of Holidays to you and yours...



Note: I recommend you drop this post. 

Comment by Keith Shetterly on December 22, 2011 at 8:13pm

To a single salesperson and dealership, 1:1 with a customer there is a chance, no doubt, to sell:  TrueCar can be a knee-high wave to overcome with value and salesmanship while standing at the Pleasant Ocean of a Sale.  Across the beach of 18,000 dealers (5,000+ signed up) with a wave at $200million dollars height and growing towards a billion-dollar IPO of stock, it's a tsunami.  

No dealership needs TrueCar because it's not incremental business.  It's just another third-party lead site, but in this case it loads the customers' lips against the sale.  

I believe you would never use them or need them, Tom.  That is one of several standards you set, but a very important one.



Comment by Tom Gorham on December 22, 2011 at 7:40pm

I have often been at odds with Grant Cardone and have stated so, sometimes to my regret. But with this, I have to agree with him when he says, if TrueCar is a threat to you, then you should think about your value proposition to the customer.  What are you offerring that makes TrueCar irrelevant? How can you demonstrate that to consumers?  Find your own success in innovation, customer service, and a valid vision of the future.

Before you beat me up, call me an apologist for TrueCar, tell me I've sold out or I'm sucking up (to whom?), I don't use TrueCar and never have.  I never will.  If TrueCar is found to be violating State laws, shut 'em down.  Otherwise, look at them as your competitor and find creative ways to beat them at their own game.  Don't you just love a good challenge?  That's why we got into this business, isn't it?

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