CarSoup.com, an online automotive resource and marketplace, announced a strategic partnership with Richard Herod III, widely known as “The Car Guy,” who will serve as the platform’s new Brand Ambassador.
This partnership unites one of the most trusted voices in the Minnesota automotive industry with a Minnesota-born platform that has provided transparency and ease in the car-buying process for nearly three decades. Herod also brings 30 years of automotive retail experience, having built one of the nation’s top-performing Mitsubishi dealerships and established himself as a fixture on local television and social media as a consumer advocate.
The appointment of Herod signals a continued commitment to high-quality, high-trust connections within the CarSoup marketplace. By leveraging Herod’s deep industry knowledge and his Car Guy Concierge platform, CarSoup aims to demystify the car-buying journey for consumers while delivering more informed, ready-to-buy customers to its dealer network. Additionally, CarSoup continues integrating numerous convenient and consumer-friendly resources to better suit the needs and expectations of today’s automotive shopper.
“Buying a car shouldn’t feel like a guessing game,” said Craig Burris, vice president of operations at CarSoup.com. “That’s why we partnered with Richard. He spent nearly three decades inside the automotive industry and has invaluable insider insight on everything buyers deserve to know: how to spot a fair deal, what questions to actually ask, how to compare your options with confidence, and how to use the many CarSoup resources, and most importantly how to do it all on your terms.”
For consumers, the partnership is designed to turn the “guessing game” of vehicle shopping into a streamlined, informed and empowered experience. Herod will lead a series of content initiatives.
“Buying a car is one of the biggest financial decisions most people make,” said Herod. “My goal has always been to pull back the curtain on the industry. Partnering with CarSoup allows me to reach more buyers and ensure they walk into a dealership feeling prepared, informed, and in total control. That’s the CarSoup way: Know more. Buy smarter.”
In the coming months, CarSoup and Herod will launch a series of local media appearances and co-branded digital content. Dealers and consumers can expect to see “The Car Guy” integrated across the CarSoup platform, offering expert tips and highlighting the best local inventory in the Twin Cities and beyond.
