About Price Driven

Price Driven was built by people who worked inside dealerships and saw how pricing really works. Now we share that knowledge with every Canadian car buyer.

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Customer meeting with an advisor at a desk in a car showroom

Why does Price Driven exist?

To make the car industry better for the people buying from it. We give buyers the same pricing information dealers have, so more Canadians pay a fair price and keep more of their money.

2,300+

Canadians who used Price Driven to buy smarter

$2,400

Average saving per customer vs. sticker price

10%

of car buyers actually get a good deal

Our history

We saw how car pricing actually works

Inside dealerships, pricing isn't built on transparency. It's built on information asymmetry.

Dealers know exactly how much room is in every deal. Buyers don't, and the outcome of a negotiation depends on how much information you have walking in.

Price Driven started with that gap. We built a way to show buyers the dealer invoice, incentives and real market data for their exact vehicle before they ever talk to a salesperson. From there, buyers can negotiate on their own, get a fair offer from a vetted dealer, or have a broker handle the deal for them.

Today we work with buyers across Canada from our head office in Toronto, and we give 1% of every purchase to Stripe Climate to help fund carbon removal.

Our values

Five rules we work by

They guide how we treat customers, dealers and each other.

Wow Our Customers

The customer is not always right, but we make them feel like they are, with service that goes above and beyond.

We treat every customer with care, respect, and patience.
We simplify their journey, reduce their stress, and make them feel supported every step of the way.
We communicate clearly, avoid surprises, and always follow through.
We aim for service that feels effortless, reassuring, and worth talking about.

Obey the Law

We do everything by the book: no shortcuts, no grey areas, no questionable tactics.

We protect customer data, follow all compliance rules, and operate with full transparency.
We reflect the standards we want to see in the automotive industry, not the stereotypes we’re trying to change.

Fuel the Fun

We believe that high performance and high enjoyment go hand-in-hand.

We celebrate milestones: big wins, small wins, and everything in between.
We value friendships, good energy, and a positive atmosphere.
We embrace personality, passion, and people who bring life to the team.
We don’t take ourselves too seriously, but we take our mission very seriously.
A refreshed mind is a creative mind, and a connected team wins more often.

Shit Happens

Mistakes happen. We respond fast, learn fast, and move on.

We don’t panic, blame, or freeze.
We communicate early, fix problems as a team, and keep momentum.
We understand that speed matters, resilience matters, and recovery matters even more than the mistake.

No Assholes

We act with integrity, honesty, and respect.

We play to win, but never at the expense of others.
We treat teammates, dealerships, and customers with fairness and professionalism.
We appreciate all perspectives and embrace diversity to build stronger decisions.
We speak clearly, listen openly, and never dismiss someone’s ideas out of ego.
Kindness, clarity, and respect are non-negotiable here.

Our founder

Jordan Russell

Jordan founded Price Driven after years in the automotive industry. He saw firsthand how the information gap between dealers and buyers led to unfair pricing, with smart, successful people routinely overpaying by thousands because they didn't have the right data.

Our goal is to make vehicle pricing transparent so you can negotiate from strength, not hope.

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