CarGurus' Sell/Trade and Value feature steers shoppers to Carvana?

Dan Sayer

Maybe this has been running for a while? I feel like I was cheated on! I've stood up for CG in this forum when they were accused of scraping the interwebs for everyone's inventory but this is starting to feel like I'm picking the wrong horse. If you click on the Sell/Trade tab on CG and start filling out the form, by the time you get half-way through a Carvana invite interrupts your screen. Carvana is also making the cash offer if a customer makes their way through the Car Values section and selects Get a Firm Offer pop-up on the right (delayed, desktop). This was pointed out to my owner by a dealer in his 20Group from Kansas today. I'm torn because CG is one of my top performing referrers and lead providers. Is this a hill that I die on? We are ramping up our acquisition efforts and one of our markets has a Carvana tower just minutes away. Thoughts?


Dan Sayer

This is cross-posted on another forum but also wanted the DS peeps' thoughts.


Dan Sayer

CarGurus did reach out and referred me to this post:

Understanding the CarGurus Offers test

Posted by Jeremy Sacco on February 5, 2020

We’ve seen some comments about a new feature we’re testing where we help dealers make offers on consumers’ used cars during their shopping process, and wanted to share a little bit of detail about what we’re doing.

What are CarGurus Offers?

The most important point about this effort is that it’s a test. In today’s complex tech environment, every new product goes through multiple stages of testing, and this product is currently in an alpha test with limited exposure. A potential beta test with more dealers that meet the technical requirements could follow soon.

We’ve been testing CarGurus Offers product—which doesn’t have an official name yet—for some time, with the goal of understanding how CarGurus consumers react when presented with an immediate purchase offer for their vehicle.

We’ve tested “Sell Your Vehicle” buttons in various locations, including on VDPs after users submit leads.  As a result of the tests, many of the “Sell Your Vehicle” buttons on the website will direct consumers to the CarGurus Sell My Car page going forward. The purchase offer is primarily displayed to consumers interacting with our Sell My Car page, as well as those creating listings on our peer to peer (P2P) marketplace.

Who are you working with and can I get involved?

We picked a few potential partners to work with during the testing. After discussions around our timeline and required technical environments, we engaged with Carvana for early testing on our website. As we continue to test CarGurus Offers, we’ll be looking to chat with dealers that are interested in providing their own cash offers to CarGurus consumers.  There’s no exclusivity around this test with any specific dealer or dealers, so let your rep know if you’re potentially interested in participating and when and if we’re ready to expand the test we’ll reach out if appropriate.


Chris K Leslie

It’s just a business acting like a business. I’m not surprised. Most listing sites seem to have a special “relationship” with carvana and give them special things not available to to dealers. 

Bart Wilson

This is interesting. I know Carvana is a disruptor in the marketplace.  I don't know if I would be comfortable with vendors having a "special relationship" with them and not dealers.

Suzanne  Laine

Cargurus bites the hands that feed it.  This is straight-up greed that doesn't just disrupt; it tries to extort us into paying more and more for marketing the services that we've always provided to our customers.

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