Look, I’ve not been a big supporter of this TrueCar lynchmob for a few reasons. I don’t believe that TrueCar is solely responsible for all of the issues pointing their way. In my opinion, they are just a very visible and convenient target for a much wider-spread problem. My position has always been that the dealer needs to police its own data, not get mad at a vendor that’s been taking it and repurposing it. If you don’t want any vendor to have access to your DMS, don’t give it to them. Be mad, yes, but at yourself.
Transparency on the internet is not going away. Consumers won’t allow it. There are many third party sites that operate in a similar way to TrueCar. Getting rid of one is not going to stop other sites from taking their place.
If TrueCar is really changing to conform to state regulations, that’s a step in the right direction. You can’t blame THEM for the race to the bottom, dealers are to blame. Steve Stauning laid out the argument perfectly in his recent blog post: “How TrueCar.com Caught Dealers Off Guard”
This post, however, is not to debate whether TrueCar is right or wrong or any of the arguments for or against them.
I read today that TrueCar has purchased some interesting domain names from Domain Name Wire.
They are:
F*ckedbytheDealer.com
F*ckedbytheDealer.net
F*ckedbytheDealer.org
Now I don’t know about you, but that certainly doesn’t seem like a “dealer partner” to me. The only reason for buying those domains is to attract consumers who are pissed off at dealers. I mean, c’mon, anyone who wants to buy a car (which is what TrueCar is supposed to help people do easier, right?) and is searching with those keywords may not be a customer I want to have. That’s pretty extreme. Even if they optimize for DIFFERENT keywords, the fact remains that if someone were to click on that URL (after reading the domain name), I highly doubt they’re going there to try and buy a car. Chances are they’re going there because they feel like they’ve been.. well.. “f*cked by the dealer”. Now you’re going to try and massage that and send them to a dealer? What?!?
That’s a CSI nightmare waiting to happen and probably on a loser deal. (Not that the amount of profit should make a difference.)
Is this a preventative tactic? What will they actually PUT on those websites and/or where will they redirect them? Time will tell.
Like they didn’t have enough heat to worry about.
[NOTE: Since this post, I've added a new comment feature. Comments prior to today can be seen by scrolling down further under the "About" block of text.]
I was floored when I read your post. May I just take a moment to say, as President of TrueCar, I have never discussed or authorized anyone to make a purchase of any anti-dealer URL. At no time have we ever contemplated an “anti-dealer” campaign. Love us or hate us, we’re not stupid.
Thanks for your comments, Stephen! I certainly hope that you’re being up front. Seems as if you also own http://www.truecarlies.com .. don’t know why you’d want that one unless it’s to prevent someone else from buying it (which is a valid reason).
Truth is we were not thrilled when some of our “detractors” bought and used some pretty negative TC URLs, so yes we did attempt to buy up some URLs that put a negative spins on TC.
I don’t blame you. Many companies do this. Look at the recent purchases by many institutions/companies when the .xxx domains opened up. Brand protection is certainly a best practice. The former URLs (from the original blog post) are definitely not in the “brand protection” category, however. Seems like y’all need to have a chat with MarkMonitor Brand Protection.
Point taken!
Stephen, people are asking me who authorized the purchase of those domains if you didn’t know about it. Care to answer?
This blog seems staged. The President of the company is going around answering individual blogs? Real or percieved truecar’s credibility seems to be beyond the point of no return!Scott Painter has been quoted saying he would like to see no salesman and less dealers now he says he regrets what he says. Talk about biting the hand that feeds you What an absolute joke!
I can personally assure you, Stan, that this blog post wasn’t staged. I wrote it and was just as surprised as you that Mr. Hansen chose to comment on it.
Arnold…..No matter what, who, where, when, the responsibility rests with TrueCar for the distasteful, disgusting , vulgar domains.
Hansen may not be stupid….. but when he says “we’re not stupid” he speaks for TrueCar..someone at TrueCar is beyond stupid….I don’t give a rip if it was MarkMonitor Brand Protection acting on their own, someone at TC hired them.
These domains are the absolute most disgusting things I have ever been exposed to in my 30 years in the business….I am embarrassed for the entire dealer/vendor environment.
Tom
Arnold,
The purchase of these domains reveals the true feelings at TrueCar, regardless of what Mr. Hansen writes. Actions, as they say, speak louder than words. If he knew about the purchases, then he’s a liar; and if he did not, then he’s a lousy leader. The President of any company should set the tone; and when they do not, then they are ineffective.
Along the lines of actions speaking louder than words: one of my clients told me they were suspended in the past 30 days by TrueCar because they refused to send selling price and dealer cost along with the rest of the sales data that TrueCar claims they only use for a sales match. Of course, we all know you don’t need those numbers to make a sales match, so I cannot take TrueCar at their word when they say they are not using dealer data against the dealers; clearly their actions say otherwise.
Thank you for the kind words about my blog post, though with the crazy momentum in the retail space right now, I may have to do a follow-up post entitled “How TrueCar.com Underestimated America’s Car Dealers.”
Thanks for the comments, Steve. I believe your proposed blog post would be a very interesting read. I did enjoy your blog post I referenced. I thought it was very logical and “real” and not just an attack.
Well Arnold….”there they go again”….. A straight forward question goes unanswered…. again…..This time the TC president drives by for a hit and run. Believe it when I say that I think the dealer body allowed and encouraged what I’ll call Painter and Company and everything he has brought to our industry. As for our excuse for letting it happen….too trusting?, greed?, laziness?…..most dealers would pick too trusting I think….but I would say greed and laziness. I have been pleading for years that dealers take the time to understand vendor/consultant models and follow the money, and understand the full impact of a relationship before they sign. We are for the most part a group of followers and Painter exploited it well. This is not new nor is it only the top level vendors or consultants that back door dealers in a variety of ways. The only difference between Painter and Company and many others amongst us is Painter’s monster ego, and thank goodness for that. We were willing to take the injury because we are followers and lazy….when Painter added insult to our injuries with his proclamations about the number of dealers the future holds and the roll of salespeople going forward…and most importantly wanting to take full credit for having made/make it happen (enter the monster ego)….Then and only then did the dealer body wake up. Actually, I agree with Baumberger, I bought his book 3 years ago, contacted him and corresponded with him…I found someone who shared my views of where we were at and where things will certainly go eventually. With or without Painter and Company we will “adapt or die”. I am hopeful that there will be a lesson learned but I suspect it will wear off soon or we will not be able to translate these lessons.
Steve….I am anxious to read “How TrueCar.com Underestimated America’s Car Dealers.”!!!…may I suggest a sub-title? “proof that hitting the dealer in the head with a thousand pound ego repeatedly will eventually wake them up”
Tom
…….And Steve…your blog, “How TrueCar.com Caught Car Dealers Off Guard”
is the very best I have read on the topic sir!
Tom
Tom,
Thank you for the kind words and especially for the terrific subtitle idea!
Best wishes,
Steve