Kelley Blue Book estimates fair prices and lists dealer cars. The Broker Black shows a dealership's own price three ways.
The Broker Black is not a licensed motor vehicle dealer or broker and does not act as a broker in any way. Participating dealerships sell and lease every vehicle and complete each purchase directly with you.
Kelley Blue Book runs KBB.com, a website with resources to research, price, and shop for new and used cars (kbb.com, as of October 2026). The site identifies itself as Kelley Blue Book, a Cox Automotive Company, with copyright held by Kelley Blue Book Co., Inc. (kbb.com, as of October 2026). The Broker Black is launching in Arizona. Where a participating dealership serves your area, it shows that dealership's new cars as a loan, a lease (monthly, one-pay, or with deposits), and a cash purchase, with the taxes and fees for your city, before you talk to anyone. The Broker Black is not a broker, and it does not negotiate: the dealership sells or leases the car and completes the purchase directly with you.
| Kelley Blue Book | The Broker Black | |
|---|---|---|
| Model | Kelley Blue Book runs KBB.com, a website with resources to research, price, and shop for new and used cars (kbb.com, as of October 2026). The site identifies itself as Kelley Blue Book, a Cox Automotive Company, with copyright held by Kelley Blue Book Co., Inc. (kbb.com, as of October 2026). | New-car buying platform, not a broker; the dealership publishes the price, The Broker Black prices it three ways, and the dealership sells the car to you directly |
| Who can use it | Pricing and specifications on KBB.com are specific to the United States (kbb.com, as of October 2026). Shoppers look up prices by entering a year, make, model, and ZIP code (kbb.com, as of October 2026). | Launching in Arizona. Whether a car can be delivered to you depends on its dealership. |
| Who sells the car | Kelley Blue Book states that it is not a party to any transaction between vehicle buyers and sellers that originates on or through KBB.com (kbb.com, as of October 2026). Cars are listed by dealers and by private sellers, and the price and other terms of any sale are negotiated directly between the buyer and the seller (kbb.com, as of October 2026). | The participating dealership, which sells or leases the car and completes the purchase directly with you; The Broker Black does not negotiate |
| Where the price comes from | The Kelley Blue Book Fair Purchase Price reflects the price consumers are typically paying for a vehicle and is regionalized based on actual new-vehicle transactions (kbb.com, as of October 2026). The Fair Market Range is Kelley Blue Book's estimate of what a consumer can reasonably expect to pay this week in their area for a vehicle with the selected options, excluding taxes, title, fees, and special offers (kbb.com, as of October 2026). | Each participating dealership's own published savings, price, and any market adjustment |
| Where you see the price | Shoppers select a year, make, model, and ZIP code to see the Kelley Blue Book Price Advisor, which shows the Fair Purchase Price, the Fair Market Range, and other pricing details (kbb.com, as of October 2026). Kelley Blue Book says it tells shoppers whether a dealer's asking price is a Good Price or a Great Price (kbb.com, as of October 2026). | Before you talk to anyone: finance, lease (monthly, one-pay, deposits), and cash with taxes and fees for your city |
| Ways to buy | KBB.com lists new, certified pre-owned, and used cars for sale from dealers, plus private seller listings (kbb.com, as of October 2026). Listings include an offer builder with estimated finance and lease payments and a cash option, and the estimated payment is contingent on the seller's acceptance (kbb.com, as of October 2026). Shoppers can send an offer to the dealer from a listing (kbb.com, as of October 2026). | New cars from participating dealerships, each priced as finance, lease (monthly, one-pay, multiple security deposits), and cash |
| What it costs | Kelley Blue Book says dealer price quotes cost nothing and carry no obligation (kbb.com, as of October 2026). There is no fee to obtain or redeem an Instant Cash Offer (kbb.com, as of October 2026). | Creating an account to see pricing is complimentary. A membership covers you and your household at the same address for every purchase during its term and includes an introduction to the participating dealership you choose, so you can complete your purchase directly with them. Pricing for White Level and Black Level, and the full list of what each level includes, are coming soon. |
| Your current car | The Kelley Blue Book Instant Cash Offer is an offer for a specific amount to buy a car or apply toward another car, valid for seven days and redeemable at a Participating Dealer after an inspection (kbb.com, as of October 2026). The owner is not obligated to redeem the offer and does not have to buy a car with it (kbb.com, as of October 2026). | An instant estimate from your VIN, or an appraisal from the dealership on your deal, based on the details and photos you send it. Its number is final once it inspects your car, and it holds if your car arrives in the same condition you described. |
No. Kelley Blue Book states that it is not a party to any transaction between buyers and sellers on KBB.com, and that it does not participate in new or used vehicle transactions (kbb.com, as of October 2026).
It reflects the price consumers are typically paying for a vehicle, regionalized from actual new-vehicle transactions and adjusted as market conditions change (kbb.com, as of October 2026).
No. Kelley Blue Book says an owner can walk away with a check or use the offer toward another vehicle, and there is no fee to get or redeem the offer (kbb.com, as of October 2026).
Yes. Nothing stops a shopper from using Kelley Blue Book and also checking a participating dealership's published price for a new car on The Broker Black.