Truecar.com – Jimmy’s Story
In this ad Truecar.com customer Jimmy tells us why he likes TrueCar.
What Jimmy Tells Us:
In the past when I bought a car, you know the salesman comes over and tells you ok this is the price and you like. You know, you don’t know if you’re getting a good deal or not.
(shown on screen in large-print): TrueCar users save $3,046 on average off MSRP
(Jimmy’s Wife): That’s what led up to us looking at TrueCar.com
I mean it shows you all the information you need about what prices should we pay. You know and with Truecar.com my feeling is that we got a fair price. There’s no buyer’s remorse. You know, I’m happy with my purchase. It’s the truth.
(Announcer): When you’re ready to buy a car save time and save money and never overpay. Visit TrueCar.com.
What Jimmy said about TrueCar and what it really means:
- What the commercial said: TrueCar users save $3,046
- What some people might think that means: If I use TrueCar I will save over $3,000 when I buy a car
- The truth about what it says: While this giant text is shown, the following fine-print is shown at the bottom of the screen:
Savings calculated in relation to the Manufacturers Suggested Retail Price (MSRP). Many vehicles are sold below MSRP. During the first quarter of 2013 average estimated savings of MSRP presented to users of websites powered by TrueCar was $3,046. Your actual savings may vary.
This means that the savings is based on the MSRP “Sticker Price” and some people saved more, others saved less, and this amount of savings only applies to car dealers/websites that take part in using TrueCar.com. It is also entirely possible to get this much or even more savings without using TrueCar.com when buying a new car.
- What the Jimmy said in the ad: my feeling is that we got a fair price. There’s no buyer’s remorse
- What some people might think that means: If I use TrueCar I will always get a fair price and I won’t have any buyer’s remorse
- The truth about what it says: Jimmy says this as his own personal testimonial after using TrueCar.com. This does not mean that your experience will be the same.
- What the announcer says: save time and save money and never overpay
- What some people might think that means: If I use TrueCar I will save time and will never overpay
- The truth about what it says: This statement is clear, with no room for deception and based on the average savings claimed earlier in the commercial, appears to be true.
Is Jimmy a real TrueCar.com customer or a paid actor?
At 14 seconds into the (30 second version of the) ad we see the text “Jimmy, Actual TrueCar User”. Near the end of the commercial, at 22 seconds we see the following extremely fine print for 4 seconds: Actual TrueCar.com users who received a milage reimbursement and $200 per diem for their appearance and incidental expenses. This means that Jimmy received a milage reimbursement plus $200 per day while making this commercial. What is not clear is if only Jimmy received this payment, or everyone shown, as the small print uses the words “users” (plural) and “for their appearance“. Based on this wording, it appears that Jimmy’s entire family may have been paid to appear.
This advertisement uses some fine print and user testimonial that could confuse some viewers, but overall the wording in this commercial seems legit!