TrueCar is getting bashed in both traditional and social media venues over a 30-second ad that's gone viral due to what some perceive as sexist overtones. The ad features a number of women talking about using TrueCar for their latest vehicular purchase, and how the website takes the "anxiety" out of buying a car. It ends with the line, "I don't need to bring a dude with me."

The backlash, particularly on TrueCar's Facebook page has been pretty severe, with angry women firing away at the service over the spot. In response to the bad press it's been getting on sites like BuzzFeed and AdWeek, TrueCar's PR agency, PGCCampbell, and the company's founder and CEO, Scott Painter, issued 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."

Judge for yourself by screening the video below. Then vote in our poll and leave your thoughts in Comments. Has TrueCar been watching a bit too much Mad Men, or are people overreacting?





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    • 1 Second Ago
  • 98 Comments
      Hodginsa
      • 1 Year Ago
      I've hated this commercial and that line since it first came out. For some reason it just annoys me. Not in a sexist way, just the whole use of the word "Dude". What, are all car guys "Dudes"? TrueCar sucks.
      xspeedy
      • 1 Year Ago
      "I don't make the stereotypes, I just see them"
      flammablewater
      • 1 Year Ago
      It wasn't sexist - buying cars from dealerships is stressful for everyone - until right at the end when they ruin it with "I don't need to bring a dude with me." Because women normally can't buy a car without a man helping them. Bravo.
        sp33dklz
        • 1 Year Ago
        @flammablewater
        Because sadly, most of the time, they actually do before they're treated fairly. I see that "dude" statement the same as if I had said, "I don't have to bring my pit-bull with me."
      • 1 Year Ago
      [blocked]
      Rich
      • 1 Year Ago
      Life Lesson: the World will not always treat you with the respect you think you deserve... learn to deal with it.
      waetherman
      • 1 Year Ago
      The irony is that, at least according to research I've read, women actually negotiate as-good or better deals than men. They are generally taken advantage of at the repair shop, where there isn't usually enough data for them to know whether or not they're getting a fair price, but at the dealership they come in better prepared with an understanding of what a good price is and what constitutes good lease terms.
      gibbs5988
      • 1 Year Ago
      So easy a woman can do it!
      alex.remsen
      • 1 Year Ago
      it's sexist towards men, at worst
        Dmack
        • 1 Year Ago
        @alex.remsen
        I agree but are we making a big deel about it? NO
      NAIF S
      • 1 Year Ago
      just another example of people reacting and not using the little grey cells.
      Kent Kangley
      • 1 Year Ago
      As a man, I'm not qualified to say if women find the ad sexist or not. If a woman says it's sexist, then it is, to her.
      Gorgenapper
      • 1 Year Ago
      So, if I were to go shoe shopping on my own and I say something like "I don't even have to bring a chick with me", does that make it sexist towards men? Think about it for a moment.
      groingo
      • 1 Year Ago
      I see no problem, she can make her own decisions.
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