A new framework for TrueCar’s dealer program was built to promote pricing transparency, accountability, accuracy and fair competition while protecting front-end gross.

Dealers can now extend offers to TrueCar shoppers that are lower than their lowest advertised price, improving close rates and reducing transaction times. A new sales verification feature — already in use by about half of TrueCar’s dealers — will pinpoint the time and price at which each vehicle is sold, part of an effort to help dealers avoid a “race to the bottom on advertised prices,” all according to a release.

“Everything we’re doing with these updated terms is in service of the dealer’s primary objective, which is selling cars,” writes TrueCar founder and CEO Scott Painter. “When pricing is credible and the rules are consistent, customers show up ready to buy and dealers can move inventory faster without giving away their margin. TrueCar is introducing exactly what the auto retail space needs: a marketplace that actually helps dealers sell cars.”

Last week, Painter forecast a series of changes for TrueCar, including focusing solely on the new car market, in an interview with Auto Dealer News.

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