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IndustryAutomotive information services
Founded1966 (1966)
FounderLudwig Arons
Area served
United States
Key people
Avi Steinlauf, CEO Inc. (stylized as Edmunds) is an American online resource for automotive information. The company is headquartered in Santa Monica, California, and maintains an office in downtown Detroit, Michigan.[1] Edmunds is privately held, with the Steinlauf family holding a majority stake.[2]


Edmunds was founded by Ludwig Arons in 1966 as Edmunds Publications, a publisher of printed booklets consolidating automotive specifications to help car shoppers make buying decisions.[3] In 1988, the company was purchased by Peter Steinlauf whose family has owned a majority stake since.[4]

By the 1990s, Edmunds published its data to CD-ROM while also publishing books such as Edmunds New Cars & Trucks Buyer's Guide, Edmunds Used Cars & Trucks Buyer's Guide and Edmunds Strategies for Smart Car Buyers. In 1994, the company posted on a gopher site known as the Electronic Newsstand.[5] The company launched the website in 1995.[4] By 1996, the company had formed web commerce agreements with Autobytel, a site linking buyers to nearby dealers, and the auto insurance company, Geico. As part of the agreement, each time a lead was generated from the website, it would get paid a fee.[6] In June 1999, the company changed its name to, Inc.[4]

The company introduced True Market Value, a service that analyzed a variety of factors to offer a suggested transaction price for vehicles in 2000.[7] That same year, the company introduced simple websites for web-ready mobile phones and PDAs.[8] In 2005, launched Inside Line, a free online magazine for automotive enthusiasts.[5]Inside Line delivered automotive content in the form of videos, photos, blogs, news articles, discussion boards and road tests,[9] before being discontinued in 2013. In 2010, the company launched its first mobile phone apps, 10 years after introducing its mobile website.[10][11]

In 2011, two years after launching a similar service for new vehicles, the company launched a used car inventory search tool, allowing users to compare vehicles in their market.[12] launched its first ever TV advertising campaign in select markets in 2012, before expanding nationally in 2013.[13] That same year, the company announced the Edmunds Price Promise, a feature that allowed users to see the accurate price of a vehicle online and guaranteed by a local dealer.[14] In 2014, acquired CarCode, a mobile messaging startup that won one of the company's Hackomotive challenges and participated in the company's accelerator program.[15][16]

In 2016, the company relocated its headquarters to the Colorado Center in Santa Monica.[17] In 2017, as part of a rebranding effort, the company officially dropped the .com from its name, unveiled a new logo, and redesigned its website to aid mobile users.[18][19]

Events announced that it would begin hosting a Hackathon event in September 2012.[20] The event, named Hackomotive, was held in March 2013 and awarded the winners a combined $28,000. The resulting ideas were published on the Edmunds Hackomotive website and some ideas were further evaluated by the company.[21] ran the Hackathon from 2013-2015 before taking a year-long break from the event.[22][23] In 2014, launched Car Week, a seven-day event to connect car dealers with buyers and offering prices below the True Market Value.[24][25]


The Web site includes prices for new and used vehicles, dealer and inventory listings, a database of national and regional incentives and rebates, vehicle test drive reviews, and tips and advice on all aspects of car purchases and ownership. provides data through its "True Market Value" pricing tools, which launched in 2000.[26] The True Market Value New Vehicle Calculator displays the estimated average price consumers are paying when buying new vehicles. The True Market Value Used Vehicle Appraiser estimates the actual transaction prices for used vehicles bought and sold by dealers and private parties.[27]


In 1997, the website earned a Webby Award in the Money category at the inaugural event.[28] The company has been ranked as one of the best places to work by The Wall Street Journal and the Los Angeles Business Journal.[29] was named to Fast Company's World's Top 10 Most Innovative Companies of 2015 in Automotive.[30] In 2016, was ranked 26th on Fortune's Best Small and Medium Companies list.[31]


  1. ^ Muller, David (11 September 2014). " Moves to Downtown Detroit, Launches Rebuild Hart Plaza Campaign". MLive. Retrieved 2016.
  2. ^ " Gives Unlimited Vacation, But Employees Treat it With Discipline". Smart Business. 31 March 2014. Retrieved 2016.
  3. ^ Vella, Matt (November 26, 2007). "Maintaining Edmunds' Edge". BusinessWeek. Archived from the original on 2007-12-06.
  4. ^ a b c Stuart, Anne (2002). "This Year's Model". Inc. Retrieved 2016.
  5. ^ a b Sviokla, John J. (1998). "Chapter 3 Marketspace Markets: Factors for Success and Failure". In Kemerer, Chris F (ed.). Information Technology and Industrial Competitiveness: How IT Shapes Competition. Norwell, Mass.: Kluwer Academic Publishers. p. 41. ISBN 0-7923-8020-7. Retrieved 2010.
  6. ^ Adelson, Andrea (28 October 1996). "Kelley Blue Book Tests the World Wide Web as a Distribution Source". The New York Times. Retrieved 2016.
  7. ^ Kisiel, Ralph (12 June 2000). "Edmunds Offers Net Prices". Automotive News. Retrieved 2016.
  8. ^ Rechtin, Mark (21 February 2000). "Edmunds Adds to its Services". Automotive News. Retrieved 2016.
  9. ^ Zimmerman, Martin (7 April 2007). "Websites Aim to Rev Traffic". Los Angeles Times. Retrieved 2016.
  10. ^ Edgerton, Jerry (15 November 2010). "Mobile Apps That Help You Unlock Your Car Or Buy A New One". CBS Money Watch. Retrieved 2016.
  11. ^ Burnette, Margarette (28 December 2010). "5 Smart Phone Apps For Car Shopping". Fox Business. Retrieved 2016.
  12. ^ Gombossy, George (8 September 2011). " Launches Inventory Search Tool For Used Car Shoppers". CT Watchdog. Retrieved 2016.
  13. ^ Buss, Dale (9 July 2012). "Cars On Their Minds As Edmunds Debuts 1st TV Ads". Forbes. Retrieved 2016.
  14. ^ Barkholz, David (5 June 2015). "Edmunds Launches Price Guarantee For Online Car Shoppers". Automotive News. Retrieved 2016.
  15. ^ Yang, Melissah (28 October 2014). " Acquires CarCode". Los Angeles Business Journal. Retrieved 2016.
  16. ^ Schmid Stevenson, Sarah (30 October 2014). " Acquires CarCode to Help Further Its Mobile Strategy". Retrieved 2016.
  17. ^ Reim, Garrett (26 July 2016). " Opens Massive New Headquarters". La Business Journal. Retrieved 2016.
  18. ^ Hernandez McGavin, Stephanie. "Edmunds Ramps Up Mobile Strategy, Redesigns Site".
  19. ^ Faw, Larissa. "Edmunds Remodels Its Own Brand".
  20. ^ " Plans Hackathon". 12 September 2012. Retrieved 2016.
  21. ^ Krebs, Michelle (19 March 2013). "Should Car Buying Be Like Online Dating Versus a Dental Visit". Forbes. Retrieved 2016.
  22. ^ Perry, Scott (27 March 2015). " Continues To Innovate With Third Annual Hackomotive". LA Tech Digest. Retrieved 2016.
  23. ^ "Hackomotive Website". Retrieved 2016.
  24. ^ Ellingson, Annlee (10 June 2014). "Q&A: CEO Avi Steinlauf Kicks Off Car Week". L.A. Biz. Retrieved 2016.
  25. ^ Tuttle, Brad (8 June 2014). "If You Hate Haggling, This Is The Week To Buy A Car". Money Magazine. Retrieved 2016.
  26. ^ "Company Profile and History". Retrieved 2016.
  27. ^ Seigel Bernard, Tara (10 February 2012). "Car Dealers Wince at a Site to End Sales Haggling". The New York Times. Retrieved 2016.
  28. ^ "1st Annual Webby Awards Nominees & Winners". Webby Awards. 1997. Retrieved 2010.
  29. ^ "2015 Best Places to Work in Los Angeles". Los Angeles Business Journal.
  30. ^ "The World's Top 10 Most Innovative Companies Of 2015 In Automotive". Fast Company. February 9, 2015.
  31. ^ "Best Small & Medium Companies 2016".

External links

  This article uses material from the Wikipedia page available here. It is released under the Creative Commons Attribution-Share-Alike License 3.0.


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