TrueCar operates an online automotive marketplace that connects car shoppers with franchised and independent dealers. TrueCar's core value proposition is price transparency — the platform shows shoppers what others have paid for similar vehicles and connects them with dealers willing to provide upfront price offers. TrueCar reaches consumers through its own branded site and app, and through a white-label affinity partner network of over 250 organizations including Sam's Club, AAA, and Navy Federal Credit Union, which offer TrueCar's platform as a member benefit. Dealers are TrueCar's primary revenue source — roughly 8,350 franchise dealers pay a fixed monthly subscription for access to leads, with add-on products like sponsored listings and TrueCar Marketing Solutions (digital marketing services) layered on top. OEMs pay TrueCar to run targeted incentive programs delivered to affinity partner audiences, charged on a per-redeemed-incentive basis. TrueCar also operates a low-margin wholesale vehicle business that supports its TrueCar+ initiative, an end-to-end online car purchase flow currently in beta. The business has meaningful operating leverage, as costs are largely fixed and marketing spend is the primary variable lever. TrueCar's stated growth priorities are growing franchise dealer count, reducing churn, increasing revenue per dealer through TCMS adoption, and expanding OEM incentive programs across the affinity network.