Haven't paid for Cargurus in 2 years and loving every minute of it! Not that anyone asked - just wanted to share.
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[RESULTS of] POKING THE BEAR! What did you pay for CarGurus last month? Use the Form and let's compare!
- Thread starter Dan Sayer
- Start date
Stopped paying after my post here got the attention of their execs, regarding our price jump.
I keep hearing the "cost per lead" used by the CG reps to justify whatever pricing they are quoting. But a few questions:
1. How do they arrive at a CPL for a new dealership? (buy/sell, new opening, etc)
2. If they truly use CPL, when going to up/down sell the package, shouldn't CPL stay the same? Basically more $$ just equals more leads?
3. Pricing still seems all over the map, with no real basis. A "whatever the rep can get" mentality.
I think the whole CPL (and even CPVDP), while good stats to track, can lead to a one sided view. You have a couple Jeep Wranglers, Corvettes, or etc in stock that will spike your requests and be a good %% of activity. I hold cost per vehicle advertised as another stat - and when combined with CPL and CPVDP I think gives you a good basis.
1. How do they arrive at a CPL for a new dealership? (buy/sell, new opening, etc)
2. If they truly use CPL, when going to up/down sell the package, shouldn't CPL stay the same? Basically more $$ just equals more leads?
3. Pricing still seems all over the map, with no real basis. A "whatever the rep can get" mentality.
I think the whole CPL (and even CPVDP), while good stats to track, can lead to a one sided view. You have a couple Jeep Wranglers, Corvettes, or etc in stock that will spike your requests and be a good %% of activity. I hold cost per vehicle advertised as another stat - and when combined with CPL and CPVDP I think gives you a good basis.
✨ AI Highlights
Dan Sayer created a survey to collect anonymized CarGurus pricing data from dealers across different markets to expose potential pricing inconsistencies and encourage transparency from the vendor. After collecting 19 responses, he discovered that CarGurus' dealer agreement actually prohibits sharing pricing information, and confirmed that CarGurus will discuss their pricing methodology with individual dealers if challenged, though their pricing model includes a CPL (Cost Per Lead) component that complicates simple comparisons. The thread reflects broader dealer frustration with CarGurus' pricing practices and suggests that transparency or improved value proposition could resolve much of the criticism the vendor faces.
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