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Kroger launches car-buying program

Partnership with TrueCar brings customers vehicle savings, fuel rewards

The Kroger Co. has introduced an automobile buying program in partnership with car price-comparison website TrueCar Inc.

Called Kroger Auto, Powered by TrueCar, the service gives the grocery retailer’s customers access to vehicle pricing information from thousands of car dealers, enabling them to easily compare prices and get guaranteed savings on new vehicles plus discounts on used vehicles.

Users can save an average of $3,400 off the MSRP for new vehicles, TrueCar said in announcing the program yesterday. The service is available to customers of the Cincinnati-based grocer’s Kroger, Dillons, King Soopers, Fred Meyer, QFC, Ralphs and Smith’s stores.

The Kroger Co.Kroger TrueCar program_website banner.PNG

Shoppers who buy a vehicle through the program also receive a free Fuel VIP membership, which allows them to earn an extra fuel point for every $1 spent. The fuel rewards program normally carries a $40 annual fee.

Overall, Kroger customers will have access to more than 16,500 TrueCar certified dealers. That will enable them to see what others in their area paid for a new car they’re considering, based on recent vehicle transactions, according to Santa Monica, Calif.-based TrueCar. They also will be able to access machine learning-powered price ratings on used vehicle listings.

“We are thrilled to announce our partnership with Kroger. As the largest grocery retailer in the country, it’s a wonderful opportunity for TrueCar to provide Kroger customers with an additional benefit that helps make their vehicle shopping experience more efficient and empowers them with price confidence,” Mike Darrow, president and CEO of TrueCar, said in a statement.

Other Kroger Auto member benefits for new vehicles include access to real pricing on actual inventory on dealer lots. For used cars, members can save hundreds off the list price with discounts, choose from more than 1 million vehicles for sale nationwide and access vehicle condition summaries. The complimentary Fuel VIP membership applies to purchases or new or used vehicles.

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