CarGurus Launches the Most Advanced AI Car Shopping Experience on a Canadian Auto Marketplace¹, Marking 10 Years of Growth

CarGurus (Nasdaq: CARG), the No. 1 fastest-growing car marketplace in Canada², today marks 10 years in the market with the launch of Guru, the most advanced AI car shopping experience on a Canadian automotive marketplace¹. 

The launch represents the next chapter of CarGurus' decade of innovation in Canada, focused on helping shoppers find their best deal and connecting dealers with ready-to-act buyers. Guru is embedded into the CarGurus website, where shoppers can describe what they want in their own words to instantly compare recommendations powered by real-time data from Canada's largest dealer base.³ 

"A decade ago, we set out to raise the standard for car shopping through innovations that increased transparency and trust, starting with the introduction of vehicle deal ratings, Instant Market Value (IMV) price analysis, and days-on-lot data," said Sam Zales, CarGurus President & Chief Operating Officer. “Now, Guru represents the next chapter of that work. Built on a decade of Canadian market data, our AI-powered innovations are helping shoppers and dealers make smarter decisions more efficiently."

An Expert Guide from Early Research to Purchase Decision

Guru is a conversational AI shopping experience that goes deeper than traditional search filters or generic AI tools, helping shoppers get from search to decision faster and with more confidence. The experience has been tailored for Canadian shoppers after first being developed and optimized on CarGurus’ U.S. site. It is powered by CarGurus’ proprietary Canadian market data, including real-time listing information, IMV pricing calibrated to the market, millions of shopper search and purchase signals, and unbiased automotive reviews and buying guides. 

Guru answers growing demand for AI support when buying or selling a car, with CarGurus research⁴ finding that a majority of Canadian car shoppers are open to using AI. Top uses for AI when car shopping include comparing options, summarizing car reviews, and finding specific listings. To see this in action, try Guru here. 

Building Canada’s Fastest-Growing Car Marketplace

The launch of Guru adds to a long history of CarGurus innovations that have made car buying and selling more transparent, including vehicle deal ratings, details on a listing’s time on market, price-drop updates, and in-depth price analysis.

That transparency is now paired with solutions that make the transaction itself more straightforward and efficient. For example, Digital Deal helps shoppers handle more of the process from home before completing a purchase at the dealership. And Sell My Car helps dealers in select markets source quality inventory while simplifying the selling process for consumers. 

These innovations have helped power CarGurus’ rise as the fastest-growing car marketplace in Canada.2 Total visits are up 45% year-over-year⁵, and more than 40% of CarGurus shoppers do not visit competitor sites⁵, giving dealers differentiated reach. 

CarGurus is building on this market momentum through a multi-year partnership as a Presenting Partner and Official Automotive Marketplace of the NASCAR Canada Series, including race entitlements and fan engagement programs.