Doug DeMuro said he launched Cars & Bids because he feared his large online audience would eventually fade if he did not build a business around it. He also saw a possible opening for a more modern enthusiast-car auction site, but described that as a product hypothesis—not a guaranteed path to success.
DeMuro’s stated reason: he feared his audience would disappear
In episode 456 of My First Million, published May 16, 2023, the hosts asked DeMuro why he wanted to build a business when Bring a Trailer already existed. His answer was personal: “I was just terrified that I had this giant audience. And if I didn’t do something with them, they were going to start to go away eventually.” The interview transcript presents Cars & Bids as an effort to turn online attention into a durable business, rather than rely on an audience that he believed could shrink over time.
| # | Preview | Product | Price | |
|---|---|---|---|---|
| 1 |
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Plays With Cars | $29.99 | Buy on Amazon |
| 2 |
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Bumper to Bumper | $34.99 | Buy on Amazon |
| 3 |
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Used Car Record Book (Police Book) | $32.99 | Buy on Amazon |
That fear also shaped his advice to other creators: build a business while an audience is available. In his account, the audience was both an advantage that could help launch a company and an asset he worried might not last.
Why he thought another car auction site might work
DeMuro and his partner believed there could be room for a newer, more modern auction experience aimed at enthusiasts interested in more recent cars. They initially focused on vehicles from the 1980s onward, rather than the older-car emphasis they associated with the established marketplace.
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DeMuro said he and his partner had heard complaints about Bring a Trailer’s listing delays and aspects of its site functionality. That was their perception of an opportunity, not independent proof that the competitor was deficient. DeMuro also acknowledged they had no secret insight that assured Cars & Bids would succeed. His explanation in the 2023 interview is best understood as the team’s reasoning at the time, not a current comparison of the two platforms.
How DeMuro’s audience and a partner helped get it started
DeMuro said he met an online viewer named Blake, who worked in technology and had recently sold a car on Bring a Trailer. According to DeMuro, Blake had noticed some of the same shortcomings, provided seed funding through his company, and became a partner. DeMuro said his audience helped him secure a substantial majority stake, while he took on substantial operating work—including personally accepting or rejecting early vehicle submissions. The interview does not give Blake’s surname.
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The launch incentive brought submissions—and a workload
To attract early listings, DeMuro recalled offering $1,000 for each of the first 50 listings and $500 for each of the next 50. He estimated the total incentive spend at about $75,000. He described the campaign as successful in bringing in submissions, but said the team received 1,000 in a day, creating an immediate operational challenge. These are figures from DeMuro’s 2023 recollection, not independently audited platform statistics. The interview transcript recounts the launch story.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.What the 2023 interview does—and does not—establish
DeMuro also described interview-era business details, including a 4.5% buyer fee, no seller fee, and shipping and recently launched inspection services. Those statements describe what he said in May 2023; they should not be treated as current Cars & Bids policies or service availability. Check the platform’s current terms before relying on fees or services.
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- 8-3/4" x 13-1/3"
- 256 pages, 3 forms per page, total of 768 vehicle records
- Prints in Black ink
- Packaged 1 per book
The origin story is therefore not simply that DeMuro thought he could build a better auction site. By his account, his main motivation was to make a business from an audience he feared losing, while the auction concept offered a way to serve a segment he and his partner believed was underserved.
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