Price negotiations are “the piece of the pie that shoppers say they are the most dissatisfied with,” said Arianne Walker, a senior director at J.D. Power & Associates, the automotive research firm.
About 4 out of 5 shoppers now go to the Internet and seek out some sort of information about the autos they are interested in, including price data, Walker said.
TrueCar “provides consumers with a decent amount of information,” Walker said. “Just by going to the site you are given the details about which dealership has the model you are looking for and the price, and that’s probably a more acceptable model for many consumers.”
But Walker cautioned that many shoppers remain wary of providing any personal information — either to the TrueCar system or other sales referral sites — out of fear that they will face a deluge of emails and phone calls from pesky car sales representatives. So some consumers will still be wary.
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