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Check it out while you can... Because if the same legal notices come that TrueCar sent to YouTube, we'll be forced to take this video down. But in the meantime, you can see Jerry Thibeau's very compelling explanation and detailed presentation on exactly why TrueCar may be the worst thing a dealer can do...

If you find this video interesting, check out the Jim Ziegler blog post and the extensive string of comments from auto industry professionals at

Jerry Thibeau, president and Founder of 'Phone Ninjas' speaks candidly to the retail automobile industry about the clear and present danger to the industry posed by TrueCar. With Jerry's Friend Jim Ziegler, 'The Alpha Dawg' and hundreds of other dealers and car dealership managers, a movement is swelling to turn this threat around. With the Battle Cry "Kill the Beast" Thibeau asks dealers to cancel their affiliation with TrueCar and NOT entertain below cost that TrueCar promotes. Jerry Thibeau and Jim Ziegler are featured speakers at the upcoming Internet Battle Plan coming to Atlanta in January 2012.

EDITOR'S DISCLAIMER: This video has been published without direct authorization by Jerry Thibeau or Jim Ziegler.

UPDATE: You can now send people directly to this video review of TrueCars by Jerry Thibeau that TrueCar has tried to block by using the URL and spread this grass roots message to dealers, general managers and decision makers in a position to shut off the transaction data feeds going from dealership DMS databases to TrueCar without the permission of the customers who purchased those vehicles!

  • Currently 5/5 stars.

Views: 4653

SEO Tags: Banned YouTube, Jerry Thibeau, TrueCar, Video
Favorite of 1 person
Location: Rochester, NY (Show Map)


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Comment by Mike Warwick on December 2, 2011 at 12:56pm

Truecar is at a point in their existence when they need to bolster their positive cash flow to look attractive to Wall Street in order to launch their IPO. If their cash flow dries up (dealer's cancel in large numbers) they become a lot less attractive to investors and Scott Painter moves on to start his 41st company. If dealers don't participate, their major revenue stream disappears and they are forced to rely on selling website ad space. 


We all understand that transparency has come to our industry and the genie is out of the bottle for good.  What we are fighting against is artificially deflated prices that don't reflect reality. Almost every dealer I know who uses Truecar looks at it the same way - incremental sales at little or no profit. A couple of deals that can get them a stair step or volume bonus. No one looks at it as the "new reality" of car pricing. What dealers don't yet realize is Truecar isn't looking to get us a few incremental "skinny" deals.  They are looking to fundementally change the way we conduct business and eliminate the jobs of millions of commissioned sales people. The people who really need to be mobilized are the salespeople in our showrooms.  Mr. Painter and Truecar have painted bullseyes on all of their backs and dream of a world where you can buy a car like ordering a Big Mac.  "I'll take a six cylinder with moonroof, hold the nav."

Comment by Keith Shetterly on December 2, 2011 at 12:54pm

@ Cole:  Collusion is price fixing, which the airlines have had a lot of issues about over the years.  SWA is its own system, so it's only if you want to fly on SWA that their pricing is relevant.  If they actually organized with others to set a price, that would end up in court (and has, though not with them, in the history of the airlines).  Ironically, airlines use the gov't regulation they are under to support working together on price.

Comment by Cole Matthew Mitguard on December 2, 2011 at 12:54pm

From the perspective of the outspoken salesman...

Comment by Cole Matthew Mitguard on December 2, 2011 at 12:47pm


I see that TrueCar is more than a simple pricing system, its looking to make itself into the entire market. However, by creating market collusion you take the power away from TrueCar (and change the value variables in my Prisoner Dilemma by adding an additional value to not "cheat" ) to set their own market price and force the consumer to go to the source (the dealership) to get the price. 

This is the same reason that Southwest and Virgin America don't sell tickets through travel sites or Geiko doesn't give quotes through brokers... by forcing the customer to go to the source it will keep the price control in the dealership collusion market.  


I agree with you and have been trying to find a way to introduce this point, tiered car buying. Do you believe that we are going to head towards a system where the 100% price conscious buyers are going to be on TrueCar and the buyers that are looking for a good "experience" even it means spending a few extra bucks will go to the dealerships that are able to foster this type of experience? 

Comment by Tom Gorham on December 2, 2011 at 12:38pm

LOL Keith, I loved that article... and agree.

@Cole No I would not.  I'm a capitalist and I believe in competition.  And no, I do not see that as the only viable alternative for consumers.  Look to Steve Jobs and offer them a reason to pay more.  If you want to be off the wall, look to where this world (not just industry) is headed...  Community, Social Media, Customer Satisfaction, Superior product, word-of mouth marketing. Use your vision and imagination instead of just reacting to the news of the day.  That's the way I see it.

Comment by Keith Shetterly on December 2, 2011 at 12:37pm

@ Cole:  TrueCar is NOT NOT NOT a pricing system.  It is a scheme to hijack dealers' actual sales data against them in order to 1) make $300 a car 2) gain control of the entire eco system.  New car pricing via  Used Car pricing via  Auction pricing via . . TBD.  Financing via TBD.  You aren't thinking big enough--this is not about the consumer and never, ever, ever was:  It is about money.  A billion dollars or more of it in an IPO of stock.  Destroying the dealers' and the consumer's power in the marketplace while telling them both the opposite.

It's the most heinous market snag since William Randolph Hearst bought up the paper his competitors needed.  And much, much larger.  Perhaps, actually, one of the largest in history or the most.

Comment by Cole Matthew Mitguard on December 2, 2011 at 12:30pm


Now, I know that this might seem off-the-wall, but would you support price collusion among local dealers of a particular brand? And then have dealers market themselves as a regional block instead of individual dealers?

That's the only way that I can see the dealers offering a viable alternative to consumers to TruCar... although I am having some trouble accepting it from an ethical position. 

Comment by Tom Gorham on December 2, 2011 at 12:23pm

@Cole   TrueCar is not a juggernaut.  Dealers can bring them to their knees just by refusing to do business with them.  But I must thank them for waking a sleeping giant... dealers.  Manufacturers are listening as well.  Do WE have any ideas?  If we want to continue to be relevant, we must provide proof of concept.

Comment by Keith Shetterly on December 2, 2011 at 12:19pm
Comment by Tom Gorham on December 2, 2011 at 12:18pm

Fast and furious - the comments keep a' comin.  Love these kind of conversations!

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