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TruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars and selecting car dealers with attractive discounts and instant availability. TruCar highly valued transparency for both consumers and dealers. Despite its innovative value proposition, TruCar was facing challenges to becoming a key competitor in the online car portal industry. TruCar’s founder was contemplating identifying key target segments and positioning his company against both established and emerging companies in the marketplace.

TruCar.in (TruCar), established in 2014, was an emerging online car portal in India. The online car portal industry was highly competitive, with a few established players and several new entrants due to low entry barriers. Most competitors were focused on the online auto classified segment (providing information about cars) or the used-car segment (buying and selling used cars). TruCar was instead focused on assisting consumers in evaluating cars and selecting car dealers with attractive discounts and instant availability. TruCar highly valued transparency for both consumers and dealers. Despite its innovative value proposition, TruCar was facing challenges to becoming a key competitor in the online car portal industry. TruCar's founder was contemplating identifying key target segments and positioning his company against both established and emerging companies in the marketplace.