Online automotive site TrueCar has partnered with direct marketing company Guthy-Renker to move mainstream. The Santa Monica, Calif.-based new and used car pricing, trends and forecasting site has
signed a deal with Guthy-Renker affiliate GR Match, which will make an equity investment in the company. TrueCar will use Guthy-Renker's targeting, messaging and network strategies to build brand
awareness, per a company release.
Guthy-Renker will back a marketing campaign for TV, print, radio, and other channels to build brand awareness for TrueCar, which says it has inked deals for
250,000 consumers. TrueCar offers comparative dealership pricing for vehicles consumers research on its site.