I used the TrueCar price as a starting point for negotiation. I emailed a bunch of dealers asking them to beat the out-the-door price until I found the dealer o

I used the TrueCar price as a starting point for negotiation. I emailed a bunch of dealers asking them to beat the out-the-door price until I found the dealer offering my the best price. I walked in with a certified cheque and bought it after a short test drive. I got my car below TrueCar. The dealer claimed that I was getting it below invoice and he was only making money because of incentives. I brushed it off as a negotiation tactic. I think it's easier to do this for a popular car so your mileage may vary.