Car Site Wants To Help Meek, Helpless Women Buy Cars Without Men

Hey ladies, got a quick question for you: Do you think you're good at negotiating? Cause TrueCar says they can make you better. Like, a lot better. So good that you don't even need male supervision to buy a car! That's not at all condescending.


TrueCar released an ad a few months ago with an all female cast, discussing how TrueCar basically replaces the other person that women normally bring with them to buy a car. It does such a good job that they "don't need to bring a dude."And because of this ad, guess who is facing a bit of a social media backlash?

Yup, TrueCar. Good guess!

TrueCar is defending the ad by saying that data says 77 percent of women bring someone with them when buying a car, and TrueCar can replace that. Thing is, they don't necessarily bring someone else with them to help negotiate.

When I bought my car (I'm a man, BTW), I had someone come with me. That's because it's always good to get a second set of eyes on a new purchase, whether you're a man or a woman. A second opinion is also helpful. Maybe they'll think of an aspect of the car that you didn't consider, since you were blinded by want.


The intent of the commercial is to show just how good TrueCar is, and I get that. But perhaps it could have been shown in a way that didn't piss off the exact people they were trying to appeal to...

UPDATE: TrueCar has responded to the ad with the following statement:

Regardless of race or gender, being a more informed car buyer benefits consumers. TrueCar supplies a hassle-free experience for both men and women by providing car-buying information the public can't get elsewhere.

This particular ad is pro-consumer and pro-women. It was developed by our creative director, who is a woman, and it addresses a real consumer issue in the marketplace.


Not all women need a man to help them buy a car *raises hand*. Also, not all men need a woman to help buy them clothes.