TrueCar, an information service launched at TechCrunch50 that aims to give potential new car buyers an idea of what the price tag of the vehicle they’re considering purchasing should really be reading, is officially launching its free consumer-focused website today by taking the beta label off.

In essence, the service allows car buyers to check if the price for their next car is on par with the price others have paid for the same vehicle in the past, hopefully bringing some transparency to the automotive retail industry.