TrueCar Thinks A Woman Needs A Man to Help Her Buy A Car
1:45 pm, July 23rd | by Grace Rasmus
TrueCar.com provides customers with standard car prices so that they can enter into negotiations at car dealerships with points of reference and confidence. Not getting totally ripped off on a 2003 Ford Focus? That’s great! Love it! Where do I sign up? Perhaps I can find that information in their commercial:
HMM, let’s rethink this. Allow me to explain this TrueCar ad is a gender-essentialist-and-stereotypical mess (as if it’s not totally obvious). First of all, there are only ladies in this commercial, suggesting that only women feel unconfident in negotiation settings. Instead of touting their ability to instill confidence in anyone who isn’t car-savvy, TrueCar targeted women because cars and finance are, like, so totally out of our areas of expertise. One TrueCar woman even boasts that she can go to a dealership without a “dude,” all thanks to TrueCar! A “dude.” Not a “car expert” or even a “car dude” — just any ol’ testosteroney “dude,” because the ability to wheel and deal is inherited via the Y chromosome.
Twitter got (rightfully) mad and TrueCar tried to defend itself with statistics about how women feel more confident if there’s a man in the negotiating room with them. Okay, fine, TrueCar; bring science into it. Let me just ask you this: where’s the study on men? Wouldn’t a “dude” probably feel more confident if he had a friend with him too? Honestly, a gender-neutral commercial would have been much more effective at wooing me: “Okay, as a person with male and/or female parts who is smart but not car-smart, you can still get a good deal on your car with this product to make you more confident. TrueCar.com!” …See? Much better. Superbowl-worthy, even. Please take my money.