iMotors

What iMotors does

iMotors is an Indianapolis-based online platform founded in 1999 that helps consumers purchase new cars and trucks by comparing dealer discount prices and obtaining price quotes from local dealerships. The company's primary offering is a web-based new-car price comparison service at imotors.com, where prospective buyers can review aggregated discount pricing and request quotes that are routed to participating dealers in their market. The product positioning emphasizes removing friction from the new-vehicle purchasing process by surfacing transparent pricing and connecting buyers with local dealer representatives.

Name

iMotors

Legal name

iMotors

Website

https://imotors.com

Company type

Private

Founded year

1999

Headcount range

51–100 employees

Short description

iMotors is an Indianapolis-based online platform founded in 1999 that helps consumers compare new car discount prices and obtain price quotes from local dealerships. The company was acquired by One Planet Group in 2015 and serves prospective new-vehicle buyers across the United States.

Ownership category

akta.pro rank

Headquarters

HQ city

Indianapolis

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Core offering

iMotors operates imotors.com, a consumer-facing platform that lets shoppers compare new-car discount prices and request price quotes from local car dealers. The platform's primary function is to surface side-by-side dealer pricing for prospective new-vehicle buyers in a given market. It is positioned as a car discount price comparison service rather than a vehicle listing or transaction marketplace.

Product overview

iMotors is a car price comparison platform that enables consumers to compare new car discount prices and obtain price quotes from local car dealers. The offering appears to be a single unified service focused on helping buyers find better deals on vehicles.

Differentiator

Problem solved

Functional benefit

Products and services

• iMotors Car Price Comparison Service A web-based platform (imotors.com) that lets individual consumers compare new-car and truck discount prices and request price quotes from local car dealers. It is intended for consumers shopping for new vehicles who want to bypass the traditional dealership-haggle process by viewing side-by-side discount pricing and receiving dealer-supplied quotes directly.

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Recent moves4 records

Expansion highlights1 record

Direct peers

• Autotrader: Autotrader, a Cox Automotive-owned marketplace, offers new-car listings, price comparisons, and dealer lead generation nationwide — overlapping with iMotors in the new-car price-discovery and dealer-routing workflow.
• Edmunds: Edmunds is an established automotive research and pricing platform with new-car price comparison, dealer incentives, and lead-routing tools — historically one of the closest analogs to iMotors' service offering.
• TrueCar: TrueCar is the most direct comparable to iMotors — an online platform that connects new-car shoppers with local dealers via price comparison and certified price quotes. Both companies monetize by selling qualified buyer leads to dealer networks in the same new-car transaction funnel.
• CarGurus: CarGurus operates a leading car marketplace with price-comparison analytics and dealer lead generation, sharing iMotors' core model of routing informed shoppers to dealers and competing for the same consumer search intent.
• Cars.com: Cars.com (now part of CoPilot/Driven Brands ecosystem) is a major online automotive marketplace featuring new- and used-car listings, dealer reviews, and price-comparison tools — directly addressing the same shopper-to-dealer lead generation value proposition as iMotors.

Broad incumbents

• Kelley Blue Book (Cox Automotive): KBB is a broad-incumbent pricing authority and marketplace owned by Cox Automotive, providing new- and used-car valuations, comparison tools, and dealer leads — competing with iMotors in the same pricing/lead-gen category but at much greater scale.
• CarMax: CarMax operates a vertically integrated used-car retail platform with strong digital pricing and lead-routing capabilities; recently acquired Edmunds to bolster pricing intelligence — a broader incumbent that competes indirectly for new-car shopping mindshare and lead flow.

Emerging players

• Carvana: Carvana pioneered direct-to-consumer online used-car sales and expanded into new-car listings with transparent pricing and home delivery — an emerging player that bypasses traditional dealer-lead models, threatening intermediaries like iMotors.
• Vroom: Vroom is an online car marketplace facilitating new- and used-car transactions, competing with iMotors by offering end-to-end purchase experiences that reduce reliance on third-party lead-generation services.

Others

• CoPilot (Cars.com): CoPilot is an AI-powered car search companion within the Cars.com ecosystem that helps consumers compare vehicles and shop intelligently, functioning as adjacent shopping-assistance tooling that overlaps thematically with iMotors' price-comparison mission.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/imotorscom
• LinkedInlinkedin.com/company/imotors-com

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about iMotors