DA Davidson analyst Tom White initiated TrueCar with a Neutral rating and a price target of $9.75. White states that the company's online car buying platform empowers consumers with transaction prices on car sales in their local market, and its business model could be disruptive in the automotive marketing industry. However, the analyst also notes the rising competition in the online auto marketplace, opting to await more concrete signs that TrueCar's efforts are translating into rising conversion rates as it targets 20% growth and margin expansion in FY19.