Toronto, Canada – October 05, 2026 – Canadian car broker 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.
Russell is a former car salesman and the co-founder of Price Driven, a Canadian car broker service. He ran the street test on a Saturday.
“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.”
The results show a gap between knowing and doing. Most buyers knew they could negotiate. Few knew what a fair price looked like.
“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.”
Of the 30 buyers Russell spoke with:
– 22 knew they could negotiate the price of a new car.
– 8 did not know they could negotiate.
– 9 had a realistic target price going in.
Russell shared three tips for new car buyers in Canada:
1. Know your target price before you visit. Look up what other buyers are paying for the same model and trim.
2. Ask for the full price in writing, including all fees.
3. Agree on the price of the car first.Discuss monthly payments last.
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 at pricedriven.ca to help buyers set a realistic target.
Russell was named a 2026 Young Professional Award honouree by the Black Automotive Professional Awards.
About Price Driven
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.
Its mission is to bring more transparency to how new cars are priced in Canada.
Media ContactCompany Name: Price DrivenContact Person: JoshEmail: Send EmailCountry: CanadaWebsite: https://pricedriven.ca
