Car Buying Sites Comparison 2026
Compare CarGurus vs TrueCar vs CarEdge vs Selectic
Which car buying service actually works for you? CarGurus, TrueCar, and CarEdge make money from dealers. Selectic is the only platform that works exclusively for buyers — with AI negotiation and true anonymity.
Quick Comparison
| Feature | CarGurus | TrueCar | CarEdge | Selectic |
|---|---|---|---|---|
| Your cost | $0 — you're the product | $0 — you're the product | $0-999 — free = you're the product | $50-100 — saves $2,500+ |
| Hidden cost to you | $750-2,000+ (you pay for 50+ wasted leads) | $1,000-2,000+ (per-sale fee + lead costs) | Overpay on free tier (dealers pay for your lead) | $0 — you pay only for yourself |
| Revenue from dealers | 87% | 100% | Sells leads via car selection flow | 0% |
| Sells your leads? | Yes — immediately | Yes — immediately | Yes — hidden in fine print* | Never |
| True anonymity | No | No | Only on paid tier | Yes, until you accept |
| AI negotiation | None | None | $50/mo or $999 | Up to 50-100 dealers |
| Dealer willing to negotiate? | No — they paid $1K+ to get you | No — they owe $299-399 if you buy | Maybe, on paid tier | Yes — no acquisition cost to recover |
| Gets real out-the-door price | No — you negotiate alone | No — shows inflated "upfront" price | Yes, if you pay | Yes — AI handles all |
| Hidden fee decoder | No | No | Limited | Included |
| Inventory tracking & alerts | Yes, but leads to spam | Yes, but leads to spam | Market data only | Free tier included |
| Conflict of interest | Major — paid by dealers | Major — paid by dealers | Some — mixed model | None |
* CarEdge has two flows: (1) paid subscription for AI negotiation, or (2) select make/model/trim and your info gets broadcast to multiple dealers. The second flow has a small-font disclaimer most users miss — they think they're getting help, but they're actually being sold as leads.
The Verdict: Follow the Money
CarGurus makes 87% of revenue from dealers — they charge ~$15-40 every time they send your info to a dealer. TrueCar charges dealers $299-399 for every sale they generate. Their entire business is selling YOU to dealers.
CarEdge has two flows: pay for a subscription, or select make/model/trim and have your info broadcast to multiple dealers. The second flow has a tiny fine-print disclaimer most users miss — they think they're getting help, but they're being sold as leads.
The Hidden Cost: You Pay for Everyone Else
Here's what "free" really costs you: A dealer buys 50-100 leads from CarGurus or TrueCar. Most are low-quality "just browsing" — industry data shows only 5-10% convert to sales. That means the dealer pays for 50+ leads to make just 2-5 sales.
Do the math: At $15-40 per lead × 50 leads = $750-$2,000 in lead costs per sale. TrueCar adds another $299-399 on top. Where does that money come from? It's baked into your car's price.
Why dealers won't negotiate with you: When you come from CarGurus or TrueCar, the dealer has already spent $1,000-2,000+ just to get you through the door. They can't afford to give you a discount — they need to recover all those lead costs. You're starting the negotiation $2,000 in the hole before you even say hello.
When you use "free" platforms, you're not just the product — you subsidize every tire-kicker who clicked before you, and the dealer has zero incentive to negotiate because they've already paid to acquire you.
With Selectic, you pay $50-100 for yourself only — not thousands to cover strangers' leads. No dealer kickbacks. No lead selling. Just honest negotiation that works for you.
Detailed Comparison
Selectic vs CarGurus
CarGurus is a marketplace that makes money by selling your attention to dealers:
- ✗87% dealer revenue: CarGurus makes most of its money from dealer subscriptions and lead fees ($15-40 per lead).
- ✗You're the product: When you show interest in a car, your info goes straight to dealers. Expect calls within minutes.
- ✗You pay for wasted leads: Dealers buy 50+ leads for every sale. At $15-40/lead, that's $750-2,000+ in lead costs — added to YOUR car price.
- ✗Dealers won't negotiate: When you come from CarGurus, the dealer already spent $1,000+ to acquire you. They can't afford to give discounts — they need to recover those costs.
- ✗No negotiation help: CarGurus shows listings and "deal ratings" but does nothing to help you negotiate. You're on your own.
- ✗"Deal ratings" are marketing: Their pricing algorithms don't consider hidden fees, add-ons, or actual negotiation room.
Selectic difference: You pay $50-100 for yourself — not thousands to subsidize other people's leads. Our AI contacts dealers anonymously and negotiates the actual out-the-door price.
Selectic vs TrueCar
TrueCar's entire business model is lead generation for dealers:
- ✗100% dealer revenue: TrueCar charges dealers $299 per new car sale and $399 per used car sale they facilitate.
- ✗Double-dip pricing: Dealers pay TrueCar per-sale fees PLUS lead costs. Combined, that's $1,000-2,000+ per sale — baked into YOUR price.
- ✗No room to negotiate: The dealer already owes TrueCar $299-399 if you buy. They can't give you a real discount — they need to cover that fee plus all their wasted leads.
- ✗"Upfront pricing" is misleading: Dealers set these prices and can add fees at closing. It's not a negotiated deal.
- ✗Instant lead sharing: The moment you click "Get Price," your contact info goes to the dealer. There's no anonymity.
- ✗No actual negotiation: TrueCar just connects you to dealers. You still have to negotiate hidden fees yourself.
Selectic difference: You pay $50-100 directly — no dealer kickbacks inflating your price. Our AI gets you real negotiated prices, not dealer-set "upfront" numbers.
Selectic vs CarEdge
CarEdge positions itself as "buyer-side" but runs a deceptive dual model:
- ✗Two flows, one trap: CarEdge offers paid subscriptions for AI negotiation, but also has a "select make/model/trim" flow that broadcasts your info to multiple dealers with a tiny disclaimer.
- ✗Hidden lead broadcasting: Most users miss the fine-print disclaimer and think they're getting buyer-side help, but their contact info is being broadcast to dealers who will call and email them.
- ~Paid tier is better: Their Pro tier ($50/mo) does contact dealers anonymously — but you have to pay to get what they advertise.
- ✗Concierge is expensive: Full negotiation service costs $999 — nearly 10x what Selectic charges.
Selectic difference: No bait and switch. Even our free tier never sells your info. Paid plans ($50-100) include full AI negotiation — not $999.
Pay $50 for Yourself — Not $2,000 for Strangers
Stop subsidizing every "just looking" shopper who came before you. When you come from "free" sites, dealers already spent $1,000+ to get you — they can't afford to negotiate. With Selectic, dealers have no acquisition cost to recover, so they're actually willing to give you a real discount.
Start Free — Search Cars NowNo credit card required for free tier