LAS VEGAS — TrueCar CEO Mike Darrow said he thinks of the ways that consumers connect with dealerships like swim lanes in a pool.
On the far left is the traditional lead model, in which would-be buyers submit their name and contact information to a dealership. Next are digital tools that enable them to do more of the transaction online. On the far right is the express lane, where customers could complete an entire transaction online.
TrueCar is working to create ways for customers to switch between lanes as they want or need to interact with a dealership. The vehicle listings company's new TrueCar+ digital retailing tool allows consumers to choose a vehicle, set up financing, add protection products, arrange delivery and complete a transaction all primarily within TrueCar's platform. It started as a pilot in Tampa, Fla., in September and was expanded to a few other parts of that state for a public launch in March. TrueCar plans to roll out the tool to more markets this year.