by David Ruggles
How do the third party vendors like TrueCar, and the others, actually work? It’s really quite simple. The auto buying Consumer belongs to retail Auto Dealers. They have the money invested in inventory. They have substantial investment in facilities. The third party vendors spend large amounts of money to “hijack” those auto buying Consumers and take them “hostage.” They then “ransom” them back to the Dealers for a sizable chunk of change. In the case of TrueCar the “ransom” is about $400. on a new vehicle and $300. on pre-owned. That money is reinvested by the vendor and used to “hijack” and “ransom” even more car buying Consumers. They are able to “hijack” these Consumers by pretending to protect them from the Auto Dealers, as if the Consumers are helpless sheep. These vendors don’t lead their message to Consumers with the fact that they raise the cost of the Dealer’s sale, and the Consumer’s purchase price, by the “ransom” amount. How many consumers would knowingly pay an upfront fee to these vendors?