This isn’t just another integration. It’s something completely new in automotive. 

Impel and TrueCar are joining forces in a first-of-its-kind, multi-year strategic partnership. As the Automotive AI provider for TrueCar, Impel will power the next generation of car buying for 11,500 dealers and millions of shoppers.

TrueCar has always been a pioneer in transparency. Now, by selecting Impel’s AI Operating System, they are adding a layer of sophisticated, concierge-level intelligence to every interaction.

A Win for the Entire Ecosystem

This partnership doesn’t just move the needle for the companies involved—it redefines the experience for every member of the TrueCar ecosystem.

For Affinity Groups and Partner Brands: VIP Treatment at Scale 

TrueCar is the engine behind car-buying programs for more than 250 of the world’s most trusted organizations—AAA, Sam’s Club, military families, and over 100 credit unions. For these groups, the car-buying program is a vital member benefit. These shoppers expect a premium, branded experience that reflects the trust they place in their organizations.

This is where Impel’s AI Operating System turns enterprise complexity into a seamless reality.

Managing the unique nuances, compliance requirements, and brand standards of 250+ different programs is a massive lift. Impel and TrueCar have developed an AI agent purpose-built to navigate these complexities. This agent ensures every consumer receives immediate, 24/7 concierge support, helping member organizations and affinity groups deliver a high-quality experience that builds long-term loyalty.

For Participating Dealers: High-Intent Meets High Intelligence 

TrueCar shoppers are already among the highest intent buyers in the industry. But even the best leads can go cold if they aren’t nurtured instantly. Impel AI ensures no lead is left behind.

By embedding Chat AI and Sales AI directly into the TrueCar marketplace and mobile app, Impel handles the heavy lifting—answering VIN-specific questions, facilitating trade-ins and financing, and automatically scheduling appointments. For dealership teams that are already stretched thin and time-constrained, Impel AI removes the “administrative drag” and automates manually intensive workflows, allowing staff to stop playing phone tag and focus on what they do best: building relationships and closing deals.

For Consumers: The Frictionless Journey 

Today’s car buyer doesn’t want to wait. They want answers. Through this partnership, shoppers benefit from a seamless, digital concierge experience throughout the entire journey. From the first click on the TrueCar app to the moment they walk into the showroom, consumers receive immediate, contextually aware support that makes the complex process of buying a car feel simple and convenient.

The Performance Engine

In an industry full of promises, Impel delivers proof with measurable and immediate business impact for auto retailers:

• 27% increase in sales conversions
• 27% increase in service repair orders
• 24% lift in customer repurchase rates

“In our evaluation of the landscape, Impel consistently outperformed other solutions by a wide margin, proving itself to be the most performant engine for driving complex transactions,” said Scott Painter, Founder and CEO of TrueCar. As a global leader with a footprint 10 to 15 times the size of its closest competitors, Impel provides the enterprise-grade scale and purpose-built intelligence our dealer network needs to guide shoppers through complex transactions with total confidence.”

“We’re thrilled to be selected by TrueCar to power the future of their unique marketplace,” said Devin Daly, Co-Founder and CEO of Impel. “As TrueCar enters this new chapter as a private company, it creates the perfect opportunity to deploy a fully AI-native marketplace experience for the 11,500 dealerships and the millions of shoppers they serve. Impel’s Automotive AI Operating System was designed to handle precisely these kinds of enterprise-level complexities across the entire customer lifecycle. By pairing our autonomous AI agents with TrueCar’s expansive network, we are set to deliver a high-performance experience that redefines the car-buying model for the digital era.”

This is more than a partnership; it’s a commitment to a frictionless future. Read the full press release here.