Former Hyundai Motor America chief executive John Krafcik has joined TrueCar’s board of directors as the online car shopping platform seeks to file for its initial public offering, company officials said Friday.

According to news reports, he will be serving as a consultant for the vehicle pricing and purchasing service at TrueCar, but not in a full-time position.

TrueCar tracks new and used vehicle sales, allowing people to see how much those in their area paid for similar vehicles. The site collects a fee from dealers for successful customer purchases.

Along with Microsoft co-founder Paul Allen’s recent financial backing of $30 million, Krafcik’s appointment to the board is expected to boost the company’s recent business expansion.

Krafcik was replaced by Dave Zuchowiski, the then-U.S. sales chief of Hyundai, as Hyundai Motor America’s CEO on Jan. 1. Under his five-year term between 2008 and 2013, he elevated Hyundai’s market share from 3 percent to 5 percent in the crucial U.S. market.

About the unexpected departure, he told a U.S. media outlet recently: “I left on great terms with Hyundai and I am grateful for the 10 years I had with them. I had a great platform to make change at the company and in the industry.”

(jylee@heraldcorp.com)