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After American Honda Motor Company asked their dealer network not to participate in the TrueCar online sales program, Jeremy Alicandri evaluated TrueCar's response as follows:
"TrueCar publically implies that American Honda does not believe in transparent pricing for their customers. However, this is merely an attempt to smear Honda’s reputation, as Honda posts MSRPs, incentives, and special programs on their own website. Any critic of Honda’s decision should realize that Honda’s management is required to protect their shareholders from threats to their business model. Honda’s action was consistent with their fiduciary duties to their shareholders, but incidentally, a measure that also assisted their dealers and customers."