Yeah, it's mostly the top banner that's the problem. With the large stock image that may or may not be about buying a car and the set of links that are sort of relevant to what you want. Scrolling further, the content looks more legitimate. Had I not just read that article, I wouldn't have gone beyond the top banner.

And the "trusted brands" links just before the fold looks a lot like the end of a page (probably because of the small font and gray colors).

On the first visit I didn't even realize I could scroll down, until someone mentioned there was more genuine-looking content further down.

I think their most common channels are cars.overstock.com, as well as americanexpress.com partnerships, you wouldn't be actually visiting truecar.com.