CarGurus Launches AI Tools to Streamline Dealership Visits and Search
Event summary
- CarGurus expanded its 'Big Deal' brand campaign on February 11, 2026, introducing AI-powered tools: Dealership Mode™ and CarGurus Discover.
- Dealership Mode™ uses location data to tailor the app for specific dealerships, helping shoppers browse inventory and make decisions on-site.
- CarGurus Discover allows users to search for cars using natural language descriptions of their needs.
- The campaign will run across TV networks, digital platforms, and influencer channels starting in early February 2026.
The big picture
CarGurus is doubling down on AI to enhance the car-shopping experience, addressing pain points in research and deal-making. The move reflects broader industry trends toward digital transformation in automotive retail, where transparency and personalized recommendations are becoming key differentiators. With the largest selection of inventory and network of dealers, CarGurus aims to solidify its position as the go-to platform for both consumers and dealers.
What we're watching
- AI Adoption
- How quickly consumers and dealers will embrace AI-powered tools in the car-buying process.
- Market Differentiation
- Whether CarGurus can sustain its lead as the top automotive shopping site with these innovations.
- Dealer Engagement
- The impact of Dealership Mode™ on dealer inventory turnover and sales efficiency.
Related topics