Buying a car can be stressful.

From haggling over discounts to waiting hours for paperwork at the dealership, many Canadians approach the process with apprehension.

"It really started when I was a kid, watching my mom try to buy a car,” said Jordan Russell, founder of Price Driven. “She didn’t feel like she was getting a good deal and that moment stuck with me.”

Years later, after working in car sales himself, Russell saw the same challenges from the other side of the counter. Buyers felt uncertain and pressured, while dealerships struggled with unqualified leads and long negotiations.

For Russell, those frustrations were an opportunity to build a better way. His platform compares real-time dealership pricing to show buyers what discounts are actually available, helping shoppers save money and helping dealerships close deals faster.

"People don’t walk away because they can’t afford the car. They walk away because they’re not sure if they’re getting fair value," he said.

Transparency for buyers, efficiency for dealerships

Price Driven provides free discount reports showing verified savings on new cars. Shoppers can negotiate with car dealers themselves using the report or choose a premium option where Price Driven handles the negotiation for them.

"The average customer saves about $700,” Russell said. “For something as big as a new car purchase, often the second-largest expense in a person’s life, that matters.”

The company operates on a membership model with dealerships rather than taking a commission. That means Price Driven’s revenue doesn’t depend on which car a customer chooses, keeping recommendations unbiased and focused on value.

"We’re not tied to the sale itself. Dealerships pay a standard subscription fee, whether we send one lead or fifteen,” said Russell. “It keeps our incentives aligned with both sides." 

Russell is running pilot programs with several local dealerships and seeing results. One of Russell’s favourite success stories involved a customer helping his elderly parents buy a new Lexus while he was out of town.

“They upgraded to our premium paid service,” said Russell. “Our free discount report showed the car had thousands in available savings. Once they upgraded, I connected them with a dealership I’ve worked with before and that was willing to offer $6,000 off,” said Russell. 

“There was no stress, the family was happy, and the dealership was happy to move a unit that had been sitting,” he said.

Building and growing in Waterloo Region

Originally from Peel Region, Russell came to Waterloo for a tech sales opportunity and quickly fell in love with the community.

"The vibe here is amazing. You’ve got Communitech, Velocity, Builders Club, Accelerator Centre, all these organizations that make it easier to meet mentors, get feedback, and find your footing," said Russell. "It really is like a smaller, friendlier version of Silicon Valley."

He credits local connections and encouragement from the community for pushing him to attend events, test ideas, and ultimately take the leap into entrepreneurship.

"The people here genuinely want to see you succeed. I don’t think Price Driven would have happened if I hadn’t moved to Waterloo," said Russell.

Operating in Waterloo Region, Russell is part of a thriving tech ecosystem.

"Starting locally is key," said Russell. "Waterloo is a hub for talent and innovation. Getting support from the community helps founders like me gain traction and grow."

Saving time, money and trust

With over 1.6 million new vehicles sold in Canada in 2023 and an 11.8 per cent increase from the previous year, navigating the car-buying process has never been more complicated for buyers, said Russell.

"Surveys show that nearly 70 per cent of Canadians don’t trust the traditional used-car buying process, and rising vehicle prices only add to the stress," he said.

At Price Driven, the goal is to make car buying fair, fast, and transparent for everyone involved.

"At the end of the day, it’s about trust. If we can bring that back to car buying, that’s a win for everyone," said Russell.

Price Driven is proof that innovation starts with solving real problems and that Waterloo Region is the place to do it. 

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