#Shopping

TrueCar, the prolific third-party car shopping site, is changing the way it does business in the hopes of mending dealer relations and reversing the company’s flagging fortunes.

When TrueCar president and CEO Chip Perry took the helm of the site last December, his stated goal was to make amends with ornery partners and bring the company out of a period of turmoil.

A recent study by iSeeCars.com shows men prefer brighter, bolder car colors — orange, brown and yellow — compared to women, who preferred more neutral colors such as gold, silver and beige. The study analyzed more than 25 million used cars and 200,000 shoppers.

Orange was the big polarizer for 2014; men were 25 percent more likely to pick that color than women. Last year’s popular picks for men, red and black, fell out of the top three this year in favor of brown and yellow.

Women’s picks of gold, silver and beige may have more to do with the segment in which females traditionally shop. iSeeCars said men’s interest in muscle cars can help explain the palette preferences.

The best deal.

Most consumers use this phrase interchangeably with what they really want. The best car.

The question is whether they can find both at the same place.