Members are grouped into 5 lifecycle segments — New, Active Browser, Ready-to-Buy Signals, Owner, and Lapsed — plus opt-in behavioral tags like "EV-curious" or "family-focused," all built from consented, first-party activity. Sensitive categories (health, income beyond a broad self-selected budget band, and other protected characteristics) are never inferred, segments are audited quarterly for accuracy, and any account can request its segment assignment be explained or cleared.
At a glance
| Segment | Defining signal |
|---|---|
| New | Account created, under 21 days old |
| Active Browser | Regular visits, no lead or purchase signal yet |
| Ready-to-Buy Signals | Saved comparisons, dealer lead form started or submitted |
| Owner | Registered vehicle in My Garage |
| Lapsed | 60+ days no login (see Re-Engagement Campaign) |
Why segmentation exists
Segmentation exists so that a brand-new visitor and a long-time owner don't receive identical messaging — the goal is relevance, not surveillance. Every segment is built from consented, on-site activity; none rely on third-party data purchases.
Lifecycle segments
The five core lifecycle segments are mutually exclusive at any given time and update automatically as behavior changes — for example, an Active Browser moves to Ready-to-Buy Signals the moment they start a dealer lead form, and back to Active Browser if 30 days pass with no further action on it.
Behavioral tags
- Behavioral tags ("EV-curious," "family-focused," "budget-conscious") layer on top of lifecycle segments and are based on explicit follows, saved filters, or repeated category browsing — never inferred demographic guesses.
- Tags require the underlying activity to be opt-in marketing-eligible; accounts that opted out of marketing personalization don't receive behavioral tags even if their browsing would otherwise qualify.
What's explicitly excluded
True Motion Auto's segmentation rules prohibit inferring or tagging based on health status, precise income (only a self-selected budget band is used), immigration status, or other protected characteristics — consistent with CCPA/CPRA's rules on automated decision-making and the UK/EU GDPR's restrictions on profiling using special-category data.
Governance
- Segments are reviewed quarterly for accuracy and continued business justification — a segment that no longer drives meaningfully different outcomes is retired.
- Any account can request an explanation of its current segment assignment.
- Any account can request its behavioral tags be cleared without affecting lifecycle segment membership, which is needed for basic account function.
Clearing behavioral tags doesn't move you out of your lifecycle segment (New, Active Browser, etc.) since that reflects basic account state rather than inferred preference.
Frequently asked questions
What segments is my account grouped into?
Does True Motion Auto infer my income or health status?
How often are segments reviewed?
Can I find out what segment I'm in?
Can I clear my behavioral tags?
Sources & further reading
- California DOJ — California Consumer Privacy Act (CCPA)
- California Privacy Protection Agency — FAQs
- UK ICO — UK GDPR guidance and resources
Figures, prices and policy details were current at the last-updated date above. Automotive pricing, incentives and regulations change frequently — verify time-sensitive details with the linked primary sources. Read our editorial policy and fact-checking standards.
