Yes. All TrueCar claims now is "Don't overpay", the idea is just that TrueCar makes sure you don't get ripped off. It doesn't necessarily push the dealer to the

Yes. All TrueCar claims now is "Don't overpay", the idea is just that TrueCar makes sure you don't get ripped off. It doesn't necessarily push the dealer to the limit on price. Dealers should have incentive to offer good deals though, because they make money through volume. I think a reverse-auction situation could work very well on a small scale. Maybe you could make a simple app/system for running your own reverse-auction effectively/simply? Keep it relatively small so dealers don't put up a boycott or similar.