SANTA MONICA, Calif. -

TrueCar said Tuesday that it will gain a “significant” equity investment from direct marketing company Guthy-Renker, and officials said the broad partnership can help TrueCar expand its visibility beyond the Web via TV, print and radio advertising channels as well as other mediums.

Dealers coming aboard the TrueCar certified network will be able to tap into a pool of millions of potential customers thanks to the new partnership, officials pointed out.

Through their partnership, the companies aim to help TrueCar foster greater “transparency and customer empowerment” in the industry.

“Guthy-Renker believes in TrueCar’s mission, value proposition and ability to revitalize and transform the auto sales industry — a landscape that currently provides few positive experiences for the consumer and shrinking margins for the retail car dealer,” explained TrueCar chief executive officer and founder Scott Painter.

Guthy-Renker co-CEO Ben Van de Bunt noted: “TrueCar offers a paradigm shift for an entire industry. It is fundamentally changing the way cars are sold. We are excited to partner with TrueCar and help them bring transparency and customer empowerment to an industry requiring both.”

Chiming in, TrueCar chief strategy officer Bernie Brenner shared: “The days of lead generation and haggling over price are over. Moving forward, every car buyer in the United States can get a fair deal and a positive experience at the dealership. It starts with the power of information and continues with real up-front pricing. We are changing the game for both the dealer and the consumer."

He added: “Guthy-Renker understands the art and the science of reaching a wide audience. We believe this relationship is a once-in-a-lifetime opportunity to take the TrueCar brand national.”