TrueCar Backs Women Auto Racers

Santa Monica-based TrueCar, which provides automotive pricing information and powers automotive buying programs with its software and systems, said Friday that it is in an extensive, multi-year commitment to support female race car drivers. The firm said it is launching a "Women Empowered" initiative to back five female auto racing drivers, including Shea Holbrook (Pirelli World Challenge), Ashley Freiberg (Star Mazda Series), Shannon McIntosh (USF2000), Verena Mei (Rally America), and Emilee Tominovich (Pro SCCA). TrueCar did not say how much the sponsorships are worth, but did say it is part of its outreach to women, an "impactful" audience on the automotive retail landscape. TrueCar cited numbers saying that 80 percent of car buying decisions are influenced by women, and 50 percent of all car purchases are made by women.