How Price Driven Is Changing the Way Canadians Buy Cars
For most Canadians, buying a car doesn’t feel like a milestone — it feels like a chore. Negotiations drag on, prices never seem clear, and the worry of getting “a bad deal” hangs over the whole experience. Studies show that over 70% of Canadians distrust the traditional dealership process, and many say the hardest part isn’t picking the car — it’s navigating the sales conversation.
Jordan Russell, founder of Price Driven, understands that fear better than most. Long before he worked in the auto industry, he watched his mother try to buy a car when he was a kid. He still remembers the look on her face: unsure, uncomfortable, and not convinced she was being treated fairly. That moment became the seed of everything he’s building today.
Seeing the problem from both sides
Russell would eventually spend years selling cars across Ontario, a job that showed him the reality behind the curtain. While many salespeople are honest and hardworking, the system itself puts buyers at a disadvantage. Two customers shopping for the exact same car could walk out with very different prices — not because of the car, but because of the negotiation itself.
“I saw families show up in groups,” he said. “People brought relatives, friends, anyone who could help them avoid getting taken advantage of. That told me everything I needed to know about how buyers feel walking into a dealership.”
He estimates that almost 80% of buyers he met were stressed or distrustful before the conversation even started.
Turning experience into a solution
Price Driven is the platform built from those observations. It gives buyers access to free discount reports that show what real dealers are willing to offer on new cars in Canada. The reports reveal the savings that actually exist — information that most shoppers never see.
Buyers who want more support can also pay for Price Driven’s negotiation service, where Russell and his team handle the deal directly.
“People save money, save time, and avoid the guessing game,” he said. “We show you what’s fair and handle the parts most people hate.”
One of his earliest deals illustrates the impact. A customer overseas was trying to help his elderly parents buy a Lexus SUV back home. They worried they’d be pressured into something they didn’t understand. Using Price Driven’s report and negotiation service, the family secured $6,000 off a vehicle with roughly $8,000 in available savings. No back-and-forth, no confusion.
“That one stuck with me,” Russell said. “You could hear the relief in their voices.”
A model built on transparency
Unlike companies that earn commission from car sales, Price Driven makes money through flat monthly subscriptions with dealerships. The platform sends dealerships verified, high-intent buyers — not cold leads, not people browsing, but shoppers who know what they want and are ready to buy.
Because the fee doesn’t change based on the car someone chooses, Price Driven stays aligned with both sides. Buyers get support without pressure. Dealerships get serious customers. Everyone saves time.
A changing market
Canada sold 1.6 million new vehicles last year, but the surge in inventory hasn’t made deals easier. In fact, rising interest rates and higher vehicle prices have made negotiations more intimidating for the average buyer. Russell believes that’s exactly why transparency matters more now than ever.
“People are unsure about their budgets, unsure about the payments, and unsure about who to trust,” he said. “A little clarity goes a long way.”
His advice for buyers is simple:
1. Research your car — not just the model, but what a good deal looks like.
2. Use the manufacturer’s build-and-price tool to calculate payments.
3. Test your budget by saving two or three months of payments before committing.
4. Walk away if something feels off — the strongest negotiation tool people forget they have.
A mission rooted in helping people
For Russell, the motivation behind Price Driven isn’t only business. It’s personal.
He thinks about the people who tell him, “I couldn’t have bought this car without your help.” He thinks about the shrinking middle class, the increases in living costs, and the stress people feel when making large financial decisions.
“Buying a car is one of the biggest expenses most Canadians ever take on,” he said. “If we can make that process fair and simple, that’s real value.”
Where Price Driven is heading next
Today, the platform supports dozens of buyers per month. The next phase is scaling to hundreds, then thousands, while keeping one promise at the core: make car buying the easiest part of someone’s week.
The plan includes:
– faster reporting
– better customer support
– simplified refund policies
– and more automation to reduce buyer effort even further
“If someone isn’t happy, we make it right,” Russell said. “We want to take the stress out of this entire experience.”
Restoring confidence in car buying
Russell’s long-term goal goes beyond his own company. He wants the industry to move toward clearer pricing, honest explanations, and simple conversations.
“There’s no reason car buying has to feel like a battle,” he said. “It should feel like getting the keys to something you’re excited about. That’s what keeps me pushing forward.”
Price Driven is built on a simple idea: when people know what a fair deal looks like, they make better choices — and they enjoy the process again.
