The car-buying experience has changed drastically over the years, with consumers becoming more informed and digital platforms playing a more prominent role. In today’s episode of CBT Now, Zach and Ray Shefska, co-founders of CarEdge, discuss their mission to bring more transparency to the industry, meet the evolving expectations of buyers, and the realities dealers face in today’s market.
CarEdge was born from a mix of personal experience and industry insight. Ray Shefska, a 43-year veteran of the car business, was introduced to the digital space by his son Zach after retiring from dealership management. What started as a way to keep Ray engaged turned into a full-fledged mission to educate consumers on navigating the car-buying process.
Zach, who left a career in tech to build CarEdge, brings a modern approach to the platform, focusing on efficiency, transparency, and authenticity. He witnessed firsthand how his father’s long hours in the dealership impacted their family, fueling his determination to create a more consumer-friendly experience.
Today’s buyers are more informed than ever. Unlike in the past, when customers relied on Consumer Reports and word-of-mouth, they now have access to extensive pricing data, financing tools, and peer reviews before stepping foot in a dealership. CarEdge aims to equip these educated consumers with even more insight, helping them approach negotiations with confidence. For dealers, this shift presents both challenges and opportunities—adapting to a new era of transparency can build trust and long-term customer relationships. Their unique approach has resulted in conversion rates exceeding 30%, compared to the 1-5% typical of third-party lead providers.
The Shefskas emphasize that their goal is not to undermine dealerships but to work alongside forward-thinking retailers who recognize the need for change. By ensuring consumers are well-informed before entering a dealership, CarEdge streamlines transactions, reduces inefficiencies, and fosters long-term customer relationships—key to a sustainable business model. By focusing on transparency and streamlining the process, Zach and Ray believe the industry can shift toward a future where both dealers and buyers benefit from a more honest, efficient experience.
"The angle that I've tried to take with CarEdge and the angle my dad tried to take during his career is to be efficient, transparent, and authentic. Those are the values we bring to CarEdge." – Zach Shefska
"If I take advantage of you being naive today, I'm only going to sell you this one car, and I don’t want to do that. My hope is I get to see you again and again and again." — Ray Shefska
