{"id":553512,"date":"2026-10-05T11:19:12","date_gmt":"2026-10-05T11:19:12","guid":{"rendered":"https:\/\/www.newjerseyheadlines.com\/news\/story\/553512\/22-of-30-new-car-buyers-knew-they-could-negotiate-only-9-knew-what-price-to-aim-for.html"},"modified":"2026-10-05T11:19:12","modified_gmt":"2026-10-05T11:19:12","slug":"22-of-30-new-car-buyers-knew-they-could-negotiate-only-9-knew-what-price-to-aim-for","status":"publish","type":"post","link":"http:\/\/www.northcarolinaheadlines.com\/news\/story\/553512\/22-of-30-new-car-buyers-knew-they-could-negotiate-only-9-knew-what-price-to-aim-for.html","title":{"rendered":"22 of 30 New Car Buyers Knew They Could Negotiate. Only 9 Knew What Price to Aim For."},"content":{"rendered":"
\n
Canadian car broker Jordan Russell speaks with new car buyers outside a Toronto area dealership on a Saturday.<\/div>\n<\/div>\n
Canadian car broker Jordan Russell asked 30 new car buyers outside a Toronto-area dealership if they knew they could negotiate. 22 said yes. Of those 22, only 9 had a realistic target price going in.<\/div>\n

Toronto, Canada – October 05, 2026 –<\/strong> Canadian car broker<\/a> Jordan Russell asked 30 new car buyers one question before they walked into a Toronto-area dealership: “Do you know you can negotiate the price?” 22 said yes. But of those 22, only 9 had a realistic target price in mind.<\/p>\n

Russell is a former car salesman and the co-founder of Price Driven<\/a>, a Canadian car broker service. He ran the street test on a Saturday.<\/p>\n

“Saturday is the busiest day on the lot,” said Russell. “It’s when most people show up ready to buy. I wanted to talk to them right before they walked in the door.”<\/p>\n

The results show a gap between knowing and doing. Most buyers knew they could negotiate. Few knew what a fair price looked like.<\/p>\n

“Knowing you can negotiate is only half of it,” said Russell. “If you don’t have a real number to aim for, the salesperson sets the target for you. I sold cars for three years. I watched one buyer pay $50,000 and the next pay $54,000 for the same car.”<\/p>\n

Of the 30 buyers Russell spoke with:<\/p>\n

– 22 knew they could negotiate the price of a new car.<\/p>\n

– 8 did not know they could negotiate.<\/p>\n

– 9 had a realistic target price going in.<\/p>\n

Russell shared three tips for new car buyers in Canada:<\/p>\n

1. Know your target price before you visit. Look up what other buyers are paying for the same model and trim.<\/p>\n

2. Ask for the full price in writing, including all fees.<\/p>\n

3. Agree on the price of the car first.Discuss monthly payments last.<\/p>\n

Price Driven reports that its clients save $2,400 on average. The company works with buyers across Canada and offers a free new car discount report <\/a>at pricedriven.ca to help buyers set a realistic target.<\/p>\n

Russell was named a 2026 Young Professional Award honouree by the Black Automotive Professional Awards.<\/p>\n

About Price Driven<\/strong><\/p>\n

Price Driven is a Canadian car broker and car buying service based in Toronto, Ontario. The company was founded in 2023 by Jordan Russell, a former dealership salesperson. Price Driven negotiates new car prices on behalf of buyers so they do not have to deal with the dealership alone.<\/p>\n

Its mission is to bring more transparency to how new cars are priced in Canada.<\/p>\n

Media Contact<\/span>
Company Name:<\/strong> Price Driven<\/a>
Contact Person:<\/strong> Josh
Email:<\/strong> Send Email<\/a>
Country:<\/strong> Canada
Website:<\/strong> https:\/\/pricedriven.ca<\/a><\/p>\n

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Canadian car broker Jordan Russell speaks with new car buyers outside a Toronto area dealership on a Saturday. Canadian car broker Jordan Russell asked 30 new car buyers outside a<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/posts\/553512"}],"collection":[{"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/comments?post=553512"}],"version-history":[{"count":0,"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/posts\/553512\/revisions"}],"wp:attachment":[{"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/media?parent=553512"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/categories?post=553512"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.northcarolinaheadlines.com\/news\/wp-json\/wp\/v2\/tags?post=553512"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}