Santa Monica-based TrueCar, the automotive pricing spinout of Zag, said today that it is targeting dealers with a new web site, to help dealerships price vehicles based on market data. According to the firm, it will allow dealers to see price reports and window sticker data from its service, giving those dealers information on what consumers are actually paying for their vehicles. Pricing on the new dealer-centric offering was not disclosed. TrueCar said that the new service will help dealers to "optimize" their vehicle pricing. As part of the dealer effort, the firm is offering free "TrueCar Windows Stickers" which show a dealer's pricing against comparable pricing in the market. TrueCar also said that it is in a distribution deal with Zag, to serve Zag's dealers with better upfront pricing details. Both TrueCar and Zag are headed by Scott Painter, former CEO of CarsDirect.com.