Meet Dreamlane, a new way to connect with high-intent buyers

Car shoppers are changing how they buy. Roughly 75% of consumers are open to using AI for car shopping, and 20% are already using AI to help them buy or sell a vehicle.¹

Dreamlane helps shoppers narrow down the cars they're serious about, then contacts dealers on their behalf to confirm availability, pricing and fees before connecting the shopper directly. That means more high-intent buyers for you, including shoppers who may not have otherwise submitted a lead.

¹ CarGurus Auto Shopping/Selling Study 2025 UK Report, NIQ Consumer Behavior & Insights, June – July 2025.

How it works

A shopper searches on Dreamlane.

They select a few vehicles they're seriously considering and pay Dreamlane to contact dealers on their behalf.

Dreamlane contacts you.

A Dreamlane AI Buying Advocate emails your store on the shopper's behalf, using Dreamlane contact details until the shopper is ready to connect. It clearly identifies itself as AI and will confirm availability, pricing, and fees with you before the shopper visits.

You get a buyer who is ready.

Once the shopper's terms are met, Dreamlane automatically shares their name and contact details with you so you can connect directly. From there, it's your deal.

What this means for you

Free for you. The shopper pays.

Shoppers pay to use Dreamlane, so every lead is someone who has already invested in their car search. There is no charge to you to receive Dreamlane leads.

More opportunities, alongside your existing leads.

Dreamlane can introduce you to shoppers who may not otherwise have contacted your dealership. It can be another way for you to meet additional serious buyers without changing your existing lead flow.

Look for "Dreamlane" as the lead source in your CRM.

Once a shopper asks Dreamlane to contact you, the lead will appear in your CRM with Dreamlane as the source. Follow up just as you would with another high-intent lead.

Frequently asked questions

What is Dreamlane?

Dreamlane helps shoppers work through the early stages of buying a car before they connect directly with a dealer. A shopper chooses the vehicles they're serious about, and Dreamlane's AI Buying Advocate contacts those dealers on their behalf to confirm availability, pricing and fees. Dreamlane is currently in Beta on CarGurus.ca and is operated by DMAP Labs, a CarGurus company.

Am I talking to an AI?

Yes, and it will tell you so. The Dreamlane AI Buying Advocate represents one shopper and works to confirm details and negotiate offers that match the shopper's goals. It is transparent about what it is and who it is for.

Who is the shopper, and are they serious?

The shopper is a real person shopping on CarGurus.ca who chose to work with a Dreamlane AI Buying Advocate and paid for it to contact dealers on their behalf. They selected your vehicle and asked Dreamlane to contact you intentionally.

Why does the shopper use a proxy name and email, and when do I get their real contact details?

The shopper stays anonymous while details are being confirmed and the price is being worked out. As soon as your offer meets the terms the shopper set, Dreamlane shares their real name and contact details with you and lets the shopper know to expect your call.

Why does the lead say "Dreamlane" and not CarGurus?

Shoppers pay to have their Dreamlane AI Buying Advocate contact dealers directly on their behalf rather than submitting a CarGurus lead form. Treat it like any other lead in your CRM. The buyer found your car on CarGurus.ca.

How should my team handle a Dreamlane lead?

Your team should handle Dreamlane leads just like any other lead. You can reply by email with your price offer in the body of the email rather than in an attachment so the AI Buying Advocate can read it. Route it to whoever handles customer pricing at your store. You can also open the lead link in the notes to respond in Dreamlane's dealer portal.

Does this cost me anything?

No. The shopper pays for Dreamlane. There is no charge to you for the leads it sends.

Is the price we agree on final?

It is the shopper's negotiation target, not a signed deal. The sale, financing, trade-in and any add-ons still happen at your store, with the shopper in front of you.

Can I opt out of Dreamlane?

Yes. You can stop a single conversation by replying STOP to any Dreamlane email, which closes that conversation immediately.

To stop receiving Dreamlane leads entirely, you can opt out here. Opting out removes your store's inventory from Dreamlane and ends any open conversations.

Before opting out, keep in mind that other participating dealers and their inventory will remain available to Dreamlane shoppers. That means buyers who might have considered one of your vehicles can still be connected with competing dealerships.

Opting out applies to your store only. If you want to rejoin later, email support@dreamlane.ai.

Questions?

Anything about Dreamlane: email support@dreamlane.ai.

Anything about your CarGurus account: reach out to your CarGurus Account Manager as usual.