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Scott Painter, CEO of Santa Monica-based TrueCar.com, says the blazon of… (Al Seib, Los Angeles Times )

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In addition assurance of the Internet’s added affecting role in auto sales, dealers are in the average of a action amid Honda and TrueCar.com over prices displayed online.

American Honda Motor Co. has told its dealers that it won’t accord them announcement allowances if they action cartage beneath balance on TrueCar, the fast-growing online auto sales service.

The Japanese automaker believes that advice bargain prices amercement its cast and makes its dealers attempt with one addition for buyers rather than with added automakers.

In a archetypal exhibit transaction, the bulk a client pays for a agent is adjourned in a clandestine ambience and is hidden from bodies attractive at the aforementioned model. But on TrueCar, the bulk at which dealers are accommodating to advertise cars is cellophane to all who appointment the site.

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The TrueCar arrangement additionally is acclimated by several ample auto arcade barometer services, including those operated by Consumer Reports and USAA, which provides banking casework to associates of the U.S. military.

Part of the address of arcade the online account is that it appearance a cardinal of dealers who action affirmed appraisement a or alike beneath a vehicle’s invoice, which abounding consumers accept represents the bulk the banker paid for the auto. But because of assorted back-end allowances and payments, the banker bulk of a agent can be 5% or added beneath the invoice, according to auto industry executives.

USAA protested the Honda move and has threatened to aish the automaker’s brands from its Auto Circle no-haggle appraisement program.

Added automakers are watching Honda’s strategy. They beneath to comment, but several said a that the Internet is accepting growing access on auto sales and for now it’s best to let the bazaar develop.

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Honda says it is aggravating to assure its brands and abutment pricing. It says it will additionally abstain announcement payments for dealers who action Acura cartage beneath the manufacturer’s appropriate sticker price. The announcement allowances can bulk to $200 to $600 a agent and sometimes more, according to industry estimates.

“Discount announcement is adverse to the Honda and Acura cast images,” said Alicia Jones, the automaker’s spokeswoman. “American Honda has no ambition to pay for ads that portray its articles as bargain or low-end vehicles.”

Dealers that use no-haggle Internet sales sites tend to wind up aggressive adjoin added Honda franchises. Jones said Honda wants the announcement dollars it gives dealers to be acclimated to win sales from added brands rather than to cut profits for its banker network.

Honda doesn’t appetite its cartage to be apparent as alone accessories or t area shoppers yze alone on price, said Thilo Koslowski, an auto yst at Gartner Inc.

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That drives bottomward bulk “and doesn’t acquiesce a banker to point out the accurate appearance that a archetypal ability have,” he said.

Honda’s action has the abutment of abounding dealers, although 368 Honda and Acura franchises still accomplice with TrueCar.

“There is consistently one guy in the bazaar who will do annihilation to advertise a car, and it doesn’t amount what the abiding implications are, no amount the abrasion to the brand,” said David Conant, arch controlling of Conant Auto Retail Group, which owns Honda franchises in Cerritos, Huntington Beach and West Covina and an Acura dealership in San Diego.

“If we drove every retail business in America by accepting prices bottomward to area they lose money, what do we accomplish? And that basically is the TrueCar model,” Conant said.

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Added dealers are alive with TrueCar.

“If I don’t participate the aing guy bottomward the artery will and advertise 40 or 50 units more,” said Jae Park, accepted administrator of Keye Hyundai in Van Nuys. “I accept to accomplish TrueCar assignment out or abroad I am activity to be larboard behind.”

Park said he ability not accomplish abundant money on a transaction through TrueCar but the sales are easier because the bulk is abiding and the barter about accept a acceptable activity about the deal. He additionally will accomplish money on the account business for the car.

Honda’s move may apathetic bottomward sales of its cartage through TrueCar and at some dealers, but it will ultimately backfire, said Scott Painter, arch controlling of Santa Monica-based TrueCar.

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Honda shoppers accessing the TrueCar armpit will aloof move on to added brands — primarily Toyota and Nissan — area dealers are authoritative offers at below-invoice prices, he said.

Painter said the blazon of no-haggle appraisement offered on the TrueCar website represents how accretion numbers of cars will be sold.

TrueCar, which with 300 workers has about angled application this year, will aggregate about $100 actor in acquirement in 2011. Dealers pay TrueCar $299 per new car and $399 per acclimated car sold.

The online account is demography advantage of people’s abhorrence for car bulk negotiations by alms upfront pricing, one able said.

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